Approaching sustainability through digitalization: the Metaverse as a new tool for Gen Alpha

The words 'sustainability' and 'digitalization' will impact future strategies and opportunities. Sustainability is an increasingly topical issue that involves all individuals, especially the youngest members of the Alpha Generation. They are growing in an era of rapid digitalization and unprecedented technological development. Among the new digitalization processes we find the Metaverse, a three-dimensional and interactive virtual environment that presents itself as a link between sustainability and Gen Alpha. After a careful analysis of the literature on the issues of sustainability, Metaverse and Gen Alpha, the study focuses on research carried out first towards companies and then towards young digital natives and their parents. The study aims to analyze how sustainability can be addressed to the Alpha Generation through the Metaverse. The expectations for the sustainable activities promoted in the Metaverse towards Generation Alpha are numerous. The goal is to educate and raise awareness among young people about sustainability issues, stimulating their active involvement in all initiatives related to this theme (environmental, social, and economic). The aim of these immersive experiences is to promote sustainable behaviors in real life as well. Additionally, the focus is on fostering innovation and creativity in solving related challenges, integrating these activities with corporate strategies, and strengthening the companies' reputation and commitment towards a sustainable future.