Christina H. Cho

Generational Consumer & Media Strategy

Gen Z vs. Gen Alpha

HUNTER and L’Oréal asked our team to examine how Gen Z and Gen Alpha differ in media consumption, cultural behavior, and purchasing decision-making. As a strategist in the Research Department at The Agency at UF, I contributed to a client-facing report designed to help brands understand how both generations engage with beauty, social platforms, and digital content. The final presentation was delivered in person to professionals at HUNTER and L’Oréal’s New York offices.

We synthesized data from Mintel, IBISWorld, Statista, Nielsen IQ, and additional industry sources to compare generational behaviors across discovery, trust-building, humor styles, and purchase drivers. Our research revealed that while both generations are digital natives, they interact with media differently. Gen Z gravitates toward authenticity and micro-influencer trust, often purchasing with purpose and emotional alignment. Gen Alpha, raised fully within algorithmic platforms, tends to engage with aspirational content, macro-influencers, and profile-driven consumption.