Studie se zabývá spotřebitelským chováním a kupní silou Generace Alfa, která se nebojí projevit svůj názor. Generace vykazuje zdánlivě protichůdné charakteristiky – vyjadřuje obavy o životní prostředí, ale současně preferuje fast fashion. Aktivně využívá nástroje umělé inteligence, ale zároveň vyhledává fyzický kontakt s vrstevníky. A především rychle adoptuje spotřebitelské i postojové trendy prostřednictvím kanálů, kde rodiče nejsou přítomni.
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