{"id":13739,"date":"2026-01-12T09:46:32","date_gmt":"2026-01-12T16:46:32","guid":{"rendered":"https:\/\/mg2.com\/?p=13739"},"modified":"2026-01-12T09:46:33","modified_gmt":"2026-01-12T16:46:33","slug":"young-in-age-mighty-in-impact-gen-alpha-is-rewriting-the-rules-for-brands","status":"publish","type":"post","link":"https:\/\/mg2.com\/zh\/latest\/young-in-age-mighty-in-impact-gen-alpha-is-rewriting-the-rules-for-brands\/","title":{"rendered":"\u5e74\u8f7b\u6709\u4e3a\uff0c\u5f71\u54cd\u529b\u5de8\u5927\uff1a\u963f\u5c14\u6cd5\u4e16\u4ee3\u6b63\u5728\u6539\u5199\u54c1\u724c\u89c4\u5219"},"content":{"rendered":"<header class=\"post-header block-header block-header-hero margin\">\n\t\t\t<div class=\"header-background image\" style=\"background-image:url(https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08143725\/gen-alpha-report-hero.jpg);\"><\/div>\n\t\t\n\t<div class=\"header-overlay black\">\n\t\t<div class=\"grid-container\">\n\t\t\t<div class=\"grid-x grid-padding-x align-center align-middle\">\n\t\t\t\t<div class=\"cell small-10 medium-10\">\n\t\t\t\t\t<h6 class=\"eyebrow\">\u7814\u7a76\u4e0e\u6d1e\u5bdf \u2013 2026\u5e741\u6708<\/h6>\n\t\t\t\t\t<div class=\"header-content gotham\">\n\t\t\t\t\t\t<h1>\u5e74\u8f7b\u6709\u4e3a\uff0c\u5f71\u54cd\u529b\u5de8\u5927\uff1a\u963f\u5c14\u6cd5\u4e16\u4ee3\u6b63\u5728\u6539\u5199\u54c1\u724c\u89c4\u5219<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/header><!--\/post-header-->\n\n\n<div class=\"wp-block-columns grid-container collapse is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column grid-x grid-padding-x align-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group cell small-12 medium-11 large-8\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading advisory-heading\" id=\"h-gen-alpha-is-ready-to-be-taken-seriously\">\u963f\u5c14\u6cd5\u4e16\u4ee3\u5df2\u7ecf\u51c6\u5907\u597d\u88ab\u8ba4\u771f\u5bf9\u5f85\u3002<\/h2>\n\n\n\n<p>\u4ed6\u4eec\u5f53\u4e2d\u5e74\u9f84\u6700\u5927\u7684\u4e5f\u53ea\u670914\u5c81\uff0c\u5373\u4fbf\u6ca1\u6709\u81ea\u5df1\u7684\u4fe1\u7528\u5361\uff0c\u4ed6\u4eec\u4e5f\u5df2\u7ecf\u5f00\u59cb\u5f71\u54cd\u54c1\u724c\u548c\u5546\u5e97\u7684\u5448\u73b0\u65b9\u5f0f\u3002\u4ed6\u4eec\u6bd4\u4ee5\u5f80\u4efb\u4f55\u4e00\u4ee3\u4eba\u90fd\u62e5\u6709\u66f4\u591a\u9009\u62e9\uff0c\u5e76\u4e14\u719f\u7ec3\u638c\u63e1\u667a\u80fd\u624b\u673a\u3001\u5e73\u677f\u7535\u8111\u3001\u7535\u8111\u3001\u6570\u5b57\u4e16\u754c\u3001\u865a\u62df\u73b0\u5b9e\u548c\u4eba\u5de5\u667a\u80fd\u5de5\u5177\uff0c\u5728\u9002\u5e94\u80fd\u529b\u4ee5\u53ca\u5bf9\u4fbf\u6377\u6027\u548c\u6548\u7387\u7684\u671f\u671b\u65b9\u9762\uff0c\u4ed6\u4eec\u6b63\u8fc5\u901f\u8d85\u8d8aZ\u4e16\u4ee3\u548c\u5343\u79a7\u4e00\u4ee3\u3002\u4ed6\u4eec\u80fd\u591f\u81ea\u7136\u5730\u7a7f\u68ad\u4e8e\u6570\u5b57\u7a7a\u95f4\u548c\u5b9e\u4f53\u7a7a\u95f4\u4e4b\u95f4\uff0c\u4ed6\u4eec\u7684\u6587\u5316\u548c\u5546\u4e1a\u5f71\u54cd\u529b\u6b63\u5728\u52a0\u901f\u589e\u957f\uff0c\u56e0\u6b64\uff0c\u4e86\u89e3\u4ed6\u4eec\u5f53\u4e0b\u7684\u559c\u597d\u4ee5\u53ca\u672a\u6765\u51e0\u5e74\u4ed6\u4eec\u5bf9\u54c1\u724c\u548c\u96f6\u552e\u5546\u7684\u671f\u671b\u81f3\u5173\u91cd\u8981\u3002\u672c\u7814\u7a76\u63a2\u8ba8\u4e86\u963f\u5c14\u6cd5\u4e16\u4ee3\u5982\u4f55\u9996\u6b21\u53d1\u73b0\u54c1\u724c\uff0c\u4ed6\u4eec\u5e0c\u671b\u5728\u4ea4\u6613\u4e4b\u5916\u5982\u4f55\u4e0e\u54c1\u724c\u4e92\u52a8\uff0c\u4ee5\u53ca\u4e3a\u4ec0\u4e48\u4ed6\u4eec\u80fd\u591f\u6fc0\u53d1\u548c\u5f71\u54cd\u8de8\u4e16\u4ee3\u7684\u8d2d\u4e70\u51b3\u7b56\uff0c\u4e0d\u5bb9\u5ffd\u89c6\u3002<\/p>\n\n\n\n<p>\u5b8c\u6574\u62a5\u544a\u53ef\u5728\u672c\u9875\u5e95\u90e8\u4e0b\u8f7d\u3002 <a href=\"#h-interested-in-more-download-the-full-report\">\u73b0\u5728\u5c31\u5e26\u6211\u53bb\u90a3\u91cc\uff01<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-we-learned\">\u6211\u4eec\u5b66\u5230\u4e86\u4ec0\u4e48<\/h3>\n\n\n\n<p>\u6839\u636e\u6211\u4eec\u7684\u8c03\u67e5\u7ed3\u679c\uff0cAlpha\u4e16\u4ee3\u6d88\u8d39\u8005\u5206\u4eab\u4e86\u4ee5\u4e0b\u5173\u4e8e\u5e97\u5185\u8bbe\u8ba1\u548c\u6d3b\u52a8\u7b56\u5212\u65b9\u9762\u4ed6\u4eec\u6700\u5173\u6ce8\u7684\u5173\u952e\u89c1\u89e3\u3002\u603b\u4f53\u800c\u8a00\uff0c\u4ed6\u4eec\u5e0c\u671b\u4e0e\u54c1\u724c\u8fdb\u884c\u6709\u610f\u4e49\u7684\u4e92\u52a8\uff0c\u79ef\u6781\u53c2\u4e0e\u8d2d\u7269\u8fc7\u7a0b\uff0c\u5e76\u660e\u786e\u8868\u8fbe\u4ed6\u4eec\u5bf9\u5bb6\u5ead\u8d2d\u4e70\u51b3\u7b56\u7684\u5f71\u54cd\u529b\u3002<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cell\"><\/div>\n\n\n\n<div class=\"wp-block-columns cell small-12 medium-11 large-8 is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175149\/gen-alpha-learn-01.svg\" alt=\"\" class=\"wp-image-13742\" style=\"object-fit:cover\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:85%\">\n<h5 class=\"wp-block-heading\" id=\"h-co-creation-collaboration\">\u5171\u540c\u521b\u4f5c\u534f\u4f5c<\/h5>\n\n\n\n<p><strong>97%<\/strong> \u963f\u5c14\u6cd5\u4e16\u4ee3 <mark style=\"background-color:#eac5dd\" class=\"has-inline-color\"><strong>\u5e0c\u671b\u5e2e\u52a9\u54c1\u724c\u505a\u51fa\u8bbe\u8ba1\u51b3\u7b56<\/strong><\/mark>\u4ece\u6d4b\u8bd5\u65b0\u4ea7\u54c1\u3001\u4e3a\u4ea7\u54c1\u5f00\u53d1\u63d0\u4f9b\u4fe1\u606f\uff0c\u5230\u5851\u9020\u5546\u5e97\u73af\u5883\u7684\u5916\u89c2\u548c\u611f\u89c9\uff0c\u90fd\u8868\u73b0\u51fa\u5f3a\u70c8\u7684\u6210\u4e3a\u54c1\u724c\u793e\u533a\u79ef\u6781\u6210\u5458\u7684\u613f\u671b\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cell\"><\/div>\n\n\n\n<div class=\"wp-block-columns cell small-12 medium-11 large-8 is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175150\/gen-alpha-learn-02.svg\" alt=\"\" class=\"wp-image-13743\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:85%\">\n<h5 class=\"wp-block-heading\" id=\"h-tactile-experiences\">\u89e6\u89c9\u4f53\u9a8c<\/h5>\n\n\n\n<p><strong>73% <\/strong>\u963f\u5c14\u6cd5\u4e16\u4ee3 <mark style=\"background-color:#eac5dd\" class=\"has-inline-color\"><strong>\u4ed6\u4eec\u66f4\u559c\u6b22\u5728\u5b9e\u4f53\u5e97\u8d2d\u7269\uff0c\u4ee5\u4fbf\u5b8c\u5168\u6c89\u6d78\u5176\u4e2d\u3002<\/strong><\/mark> \u5728\u54c1\u724c\u73af\u5883\u4e2d\uff0c\u4ed6\u4eec\u91cd\u89c6\u4eb2\u8eab\u8bd5\u7528\u4f53\u9a8c\uff0c\u8fd9\u8ba9\u4ed6\u4eec\u80fd\u591f\u63a2\u7d22\u4ea7\u54c1\u3001\u9a8c\u8bc1\u8d2d\u4e70\u51b3\u5b9a\uff0c\u5e76\u4e0e\u54c1\u724c\u5efa\u7acb\u66f4\u6df1\u5c42\u6b21\u7684\u8054\u7cfb\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cell\"><\/div>\n\n\n\n<div class=\"wp-block-columns cell small-12 medium-11 large-8 is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175151\/gen-alpha-learn-03.svg\" alt=\"\" class=\"wp-image-13744\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:85%\">\n<h5 class=\"wp-block-heading\" id=\"h-snack-amp-shop-offerings\">\u5c0f\u5403\u548c\u5546\u5e97\u5546\u54c1<\/h5>\n\n\n\n<p><strong>3\/4<\/strong> \u963f\u5c14\u6cd5\u4e16\u4ee3 <mark style=\"background-color:#eac5dd\" class=\"has-inline-color\"><strong>\u4f8b\u5982\u5e97\u5185\u98df\u54c1\u548c\u996e\u6599\u4f9b\u5e94<\/strong><\/mark> \u4fc3\u4f7f\u987e\u5ba2\u5728\u5e97\u5185\u505c\u7559\u66f4\u957f\u65f6\u95f4\u3002\u8fd9\u4e9b\u4f53\u9a8c\u8ba9\u8d2d\u7269\u66f4\u6109\u5feb\uff0c\u9f13\u52b1\u63a2\u7d22\uff0c\u5e76\u63d0\u4f9b\u793e\u4ea4\u673a\u4f1a\uff0c\u4ece\u800c\u52a0\u5f3a\u987e\u5ba2\u4e0e\u54c1\u724c\u7684\u8054\u7cfb\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cell\"><\/div>\n\n\n\n<div class=\"wp-block-columns cell small-12 medium-11 large-8 is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175152\/gen-alpha-learn-04.svg\" alt=\"\" class=\"wp-image-13745\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:85%\">\n<h5 class=\"wp-block-heading\" id=\"h-exploration-amp-navigation\">\u52d8\u63a2\u4e0e\u5bfc\u822a<\/h5>\n\n\n\n<p><strong>66%<\/strong> \u963f\u5c14\u6cd5\u4e16\u4ee3 <mark style=\"background-color:#eac5dd\" class=\"has-inline-color\"><strong>\u4f9d\u9760\u6e05\u6670\u7684\u5e97\u5185\u6807\u724c<\/strong><\/mark> \u5f15\u5bfc\u4ed6\u4eec\u7684\u8d2d\u7269\u4e4b\u65c5\uff0c\u517c\u987e\u53ef\u9884\u6d4b\u6027\u548c\u63a2\u7d22\u6027\uff0c\u5e76\u4f53\u73b0\u4ed6\u4eec\u5bf9\u5728\u7ebf\u4e92\u52a8\u6240\u671f\u671b\u7684\u7b80\u5355\u4fbf\u6377\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cell\"><\/div>\n\n\n\n<div class=\"wp-block-columns cell small-12 medium-11 large-8 is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175153\/gen-alpha-learn-05.svg\" alt=\"\" class=\"wp-image-13746\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:85%\">\n<h5 class=\"wp-block-heading\" id=\"h-cross-generational-influence\">\u8de8\u4ee3\u5f71\u54cd<\/h5>\n\n\n\n<p><strong>70%<\/strong> \u963f\u5c14\u6cd5\u4e16\u4ee3\u62a5\u544a\u79f0\uff0c\u4ed6\u4eec\u751f\u6d3b\u4e2d\u7684\u6210\u5e74\u4eba <mark style=\"background-color:#eac5dd\" class=\"has-inline-color\"><strong>\u7ecf\u5e38\u8d2d\u4e70\u4ed6\u4eec\u63a8\u8350\u7684\u5546\u54c1<\/strong><\/mark>\u8fd9\u8868\u660e\uff0c\u5b83\u4eec\u4e0d\u4ec5\u5f71\u54cd\u5bb6\u5ead\u7684\u8d2d\u4e70\u51b3\u7b56\uff0c\u800c\u4e14\u8fd8\u5728\u5851\u9020\u8de8\u4e16\u4ee3\u7684\u6f6e\u6d41\u548c\u54c1\u724c\u5fe0\u8bda\u5ea6\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer cell\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns grid-container collapse is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column grid-x grid-padding-x align-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group cell small-12 medium-11 large-8\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-three-personas-defined\">\u4e09\u79cd\u4eba\u7269\u89d2\u8272\u5b9a\u4e49<\/h3>\n<\/div><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cell\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-11 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175157\/gen-alpha-persona-donut.svg\" alt=\"\" class=\"wp-image-13750\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175154\/gen-alpha-persona-01.svg\" alt=\"\" class=\"wp-image-13747\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:85%\">\n<h6 class=\"wp-block-heading\" id=\"h-39-the-confidence-chooser\">39%\uff0c\u4fe1\u5fc3\u9009\u62e9\u5668<\/h6>\n\n\n\n<p>\u8fd9\u7c7b\u4eba\u559c\u6b22\u81ea\u4e3b\u51b3\u7b56\uff0c\u5e76\u4e14\u504f\u7231\u80fd\u5e2e\u52a9\u4ed6\u4eec\u4fdd\u6301\u4e13\u6ce8\u7684\u5546\u5e97\u3002\u4ed6\u4eec\u8d2d\u7269\u65f6\u76ee\u6807\u660e\u786e\uff0c\u5145\u6ee1\u81ea\u4fe1\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2026\/01\/08175155\/gen-alpha-persona-02.svg\" alt=\"\" class=\"wp-image-13748\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:85%\">\n<h6 class=\"wp-block-heading\" 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