Next-Gen Sustainability: Eco-Conscious Approach in Generations Z and Alpha towards Sustainable Digital Marketing Strategies.
DOI:
https://doi.org/10.24054/face.v25i2.3806Keywords:
Next-Gen, iGen, Generation Z, Centennial, Alpha, Villahermosa Tabasco, Mexico, Eco-Conscious, Sustainable Digital MarketingAbstract
The Alpha generation will be the largest generation in history. Almost 2 billion Gen Alpha individuals live in the world. (Demand Sage, 2024). Also known as “Polars” born from 2013 to the present (Twenge, 2023), or referred to as the "children of millennials" (Ziatdinov & Cilliers, 2021), they succeed Generation Z and consist of those born from the year 2010 onwards (McCrindle, 2020). Generation Z or iGen includes those born between 1995-2012. (Twenge, 2023). Generation Z experienced the digital transition, whereas Generation Alpha has been surrounded by technology since birth, with greater familiarity with smart devices. (GWI, 2025). This study explores the eco-conscious approach in Generations Z and Alpha within sustainable digital marketing strategies. It focuses on members of Generations Z (iGen), Alpha, and parents of Generation Alpha (Millennials and iGen) from Villahermosa, Tabasco, Mexico, in the socioeconomic levels A/B, C+, C (Asociación Mexicana de Agencias de Inteligencia de Mercado y Opinión, 2024), based on primary and secondary sources. The research analyzes how companies can adapt their sustainable digital marketing strategies to align with the values and preferences of these generations.
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