As the festive season approaches, brands are rethinking their marketing strategies to better target Gen Z and Gen Alpha, who are reshaping traditional consumer behavior. Unlike older generations, who view festivals as times for cultural rituals and purchasing home décor, gifts, and clothes, younger consumers are driven more by lifestyle and trends.
For Gen Z (born 1997-2012) and Gen Alpha (born after 2012), shopping is less tied to specific occasions and more about personal style and instant gratification. A recent study shows that 60% of Gen Z prefer buying items that reflect their identity over waiting for special occasions. This shift from occasion-based to want-based shopping has led brands to offer versatile collections suited for spontaneous purchases.
“Festivals are evolving into moments of self-expression for younger generations,” said Chetan Siyal, Founder of Snitch. “Brands must innovate to blend contemporary appeal with cultural relevance.”
Digital platforms like Instagram and TikTok heavily influence these younger shoppers. Raghav Bagai, Co-Founder of Sociowash, noted that for Gen Z and Gen Alpha, festivals are minor triggers compared to year-round sales events. Brands are therefore focusing on digital engagement and personalized experiences.
Inclusivity and affordability are also key factors. Amit Kothari, Head of Marketing at H&M, emphasized that modern consumers seek fashion that is both trendy and accessible. Brands are responding by offering collections that cater to both festive and everyday wear.
As brands adapt to these evolving consumer preferences, they are developing more dynamic and engaging campaigns. According to Kothari, the challenge lies in creating interactive experiences that resonate with the unique needs of Gen Z and Gen Alpha.
