To understand the behavior of Gen Z and Gen Alpha, marketers must look at the behavior and behavior of the young generations during the Pandemic, as younger generations spend more time and across the digital environment than As public safety measures and regional lockdowns curbed in-person activities, younger generations spent more time in-game and across digital environments than ever before as gaming has become synonymous with socializing. While older millennials spend downtime scrolling through social feeds, gen Z and gen alpha are logging in to explore virtual worlds, connect with friends and attend experiences in digital environments.