Understanding Generation Alpha: How Brands Can Adapt to Survive
What is Generation Alpha and who are they?
Gen Alpha is the largest generation in history, comprising over 2 billion people by 2025. As if that wasn’t enough to take in, Gen Alpha will be the first generation born entirely in the 21st century, making them digital natives and the first generation who have never known a world without the internet.
They have come of age in a world where technology has always existed. They have never known a world without automation and are undoubtedly more comfortable with implementing it into their daily lives. The use of smartphones, live streams, artificial intelligence and virtual reality is second nature to Gen Alphas, making them perfectly poised to become the most productive, educated and wealthiest generation of all time.
This new generation is having an impact on our society and culture in considerable ways. They are influencing how we work, how we play, how we live and how we shop.
But Gen Alpha is not just about being born into a digital world; it is about being raised in one and brands need to be ready for the impact they will have on the future of marketing.
Gen A and COVID-19
There can be no doubt that the COVID-19 pandemic has played a huge part in the development of Generation Alpha and will leave lasting marks on this young age.
With most of the world locked down, recreational activities and educational learning were shifted to the digital realm. Due to social distancing, the opportunity for Gen Alphas to interact with their peers in person was taken away from them. During a survey taken earlier this year, as much as 43% of all children interviewed were talking to friends online during the weekends throughout the pandemic, and 38% of children spent most of their time on social media after school.
It’s worth remembering that the most youthful members of this generation were born around the time that smartphones became ubiquitous. Despite the lack of traditional schooling and formal educational sessions, information is available to Gen A’s at a click of a button. Millions of answers to a question (no matter how strange!) can easily be gained within seconds.
Lessons can be taught online through the use of Teams, Zoom or Skype, students can set up Whatsapp and Social Media groups to discuss topics and ideas are projected through emails and online presentations.
Working from home and interacting digitally has become the norm for Gen Alphas. They expect this level of technology within their everyday lives and why shouldn’t they? They know no difference!
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The influence of Gen Z
With constant access to the internet, Gen Zers’ are regularly up to date with in-depth topics such as global politics, social injustices and climate change. Through the use of breakthrough platforms such as TikTok, YouTube and Twitch, they dominate the social feeds of Gen Alphas and actively disseminate this information to their following.
Millennial Gen Z’ers are often more informed of the effects of the products they use.
Rightly so, they are more conscious of the risks involved with using certain products and make every effort to decide on using the purest and most ecologically friendly ones.
Mighty Social expect Gen A to share similar consumer habits to their millennial ancestors. As they come into later age, these “Mini-Millenials” are likely to mimic their parents when it comes to the kinds of products they consume. They are aware of the social and environmental impacts their consumer decisions have and just like their millennial parents, keep a pulse on global concerns.
Just like Gen Z, Alphas are likely to research and educate themselves on the impact that products are having before investing in them and brands need to remember this with future campaigns.
So whats next?
Brands need to learn how to adapt their campaigns for Gen Alpha. It is important for marketers to understand how this new generation thinks, what they want, and how they want to engage with brands.
Marketers must remember that it's not about age, but about mindset when adapting their marketing strategy for this new generation. Alphas appreciate content that connects them to like-minded, informed and socially conscious consumers. They are environmentally active and looking to contribute to the world we live in, rather than just depleting it.
Staying authentic and engaging with Gen Alpha in a way that speaks their language will make them feel like part of the brand. Providing opportunities for consumers to contribute to the brands’ direction and future campaigns will pay dividends in building brand loyalty.
