If you’re one of the many who find it overwhelming to try and keep up with new generation formation - you’re in good company! That said - there is a new kid on the block, both figuratively and literally. Say hello to Generation Alpha. One that is shaped by the views of their Millennial parents, birthed into technology, with many forming their personalities in the wake of a global pandemic. As this forecasted "wealthiest generation" grows up, brands will benefit from investing early in understanding and establishing loyalty within the cohort.
Generation Alpha is the next generation of consumers, spanning in age from 0 to 12, who were born between 2010 and 2025. By 2025, Gen Alpha will number 2.5 billion people worldwide, with a new member born every nine seconds in the United States. They are the first generation to be birthed exclusively in the twenty-first century, and they come from a varied range of racial, ethnic, structural, and financial backgrounds. Each member of Gen Alpha will have their own distinct interests, but they will share some qualities formed by macro-level effects as a collective.
While their parents, the millennials, are referred to as digital natives, many alphas will have a digital footprint before they are even aware of the word. Asahd Khaled, the son of the more well-known music producer DJ Khaled, and Prince William's son George both have Instagram accounts that are controlled by their parents. Generation Alpha is the first generation to spend their entire lives immersed in technology. These children are known as the Glass Generation because their primary mode of communication will be through glass-fronted devices.
Gen Zs, born between 1995 and 2010, grew up during the rise of social media. It's just a tool to them. It's a way of life for alphas.
Why does any of this matter - most of them are still in diapers anyway?
“If Generation Alpha possesses similar behaviors, attitudes, and beliefs to that of their parents, then to win a certain segment of millennial consumers (millennial parents), we must target Generation Alpha.” – Google
Simple, thorough material is required for marketing to these children since it will aid in the development of consumer loyalty at an early age. In the United States, financial companies such as PNC Bank have teamed with the television show Sesame Street to provide engaging content to promote financial responsibility and abilities such as counting and reading. GenZ and Alpha podcasts are attracting the attention of media companies. Wow in the World, an NPR broadcast, intends to elicit debate among children, as well as between children and their parents, about themes as diverse as science, technology, and ethics. Other venues, such as American Public Media and Vermont Public Radio, have begun to produce interactive broadcasts for this generation.
What do we know about them so far?
- They’re born activists. Corporate social responsibility that is transparent and sincere will be critical. This group will most likely prioritize purchasing from environmentally friendly businesses.
- Digital is their lifestyle. They spend more time in front of screens than any prior generation, and they do it early. A staggering 65% of children aged eight to eleven have access to or own a cell phone at home.
- Mental health shaped by a pandemic. Gen Alpha has been forced to rely on digital forums to engage with others; they'll use digital games and the metaverse as gathering places as a result of social distancing techniques - ingrained in them during their formative years.
Despite its tiny size, this generation has had and will continue to have a significant impact. Marketers should pay attention to Gen Alpha today because they will have high expectations for the items and brands they choose.
Here’s what we think
When we say we love data - we mean it! The team at Pink Orange is already knee-deep in planning their first Gen Alpha campaign, thanks to some keen (hands-on) insight gained from the parents within our ranks. While we don’t know what platform it will be on (or whether said platform even exists yet), what we do know is that the pillars of activism, lifestyle, mental health - and astute relevance are the cornerstones!