The brands' commitment to the new generation

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However, they can also impair attention and patience. Difficulty concentrating and immediacy are characteristics of this new generation.

The new generation has increasingly brought social and global issues to the forefront of brands' discussions, influencing companies to do their best to connect with these future consumers.

Large companies point out that their companies understand and seek to be in tune with this pre-teen generation.

This segment of consumers is shaping the agenda and the future of business. Companies need to align themselves with social causes and the importance of authenticity.

There's no doubt that this generation of consumers wants to have an opinion on the email list brands and products they're using, like coffee machines for rent .

But there is a perception that generation alpha is taking this co-creative imperative to new levels.

History teaches us that brands must pay attention to both how young people transform and give new meaning to consumption, and how they should engage with their audience.

Generation Alpha is increasingly driving audiences, influencing purchasing decisions, and driving business transformations as they enter the consumer game.

Now they are a little further away from the streets, where trends and behaviors emerged in other times, but with the technology of a smartphone in their hands.