T he evolutionary tree is moving at a faster rate than previously thought. Generation X Millennials, Baby Boomers, Generation Y, Generation Z or iGen and now, Generation Alpha?
Gen Alpha will be the first generation to be born fully immersed in technology: strong digital literacy, high gamification aspirations, short attention spans, virtual environment choice, and plenty of other surprises. Gen Alpha’s oldest member is now 11 years old. Marketers, take note! Prepare yourselves.
Every week, approximately 2.7 million Alphas are born worldwide, and these are the children who will grow up holding iPads and smartphones.
Gen Alpha’s oldest member is now 11 years old. Marketers, take note! Prepare yourselves.
As marketers, we need to understand them first then prepare to market to them. Here are some specific characteristics to consider:
1. They are the most educated generation in history
Although most of them are still in infancy, Generation Alpha will be the most informed generation of all time by the time they reach adulthood, thanks to the technology and instantaneous knowledge available to them. They will grow up knowing more and more about the world than their forefathers and mothers. This alters the essence of higher education by placing enormously different demands on institutions.
2. They know how to use technology
While their parents were the first to be born into a digital world, Gen Alpha would be the first to have technology seamlessly integrated into every area of their lives. In reality, Alpha Gen and technology are so intertwined that experts predict that they will have surpassed their parents’ technological abilities by the age of eight. They will never know a world without IoT, smart technology, or virtual reality.
3. AI is a reality of their lives
People could not have imagined the influence of Siri, Alexa, and Google’s assistant in their lives and homes a generation ago. For Gen Alphas, the reverse is true: Ai has taken over their reality and has become a regular part of their lives. It will also influence how they interpret the world, given the deluge of knowledge that will be thrown at them at every turn.
4. Their education is highly individualized
Lectures and traditional learning models are no longer relevant for Gen Alphas, accustomed to having instant access to knowledge. They will learn at their own pace, with individualized learning experiences designed to suit their needs. In addition to classrooms, online learning modules and tutorials can aid their educational endeavors.
5. Their primary mode of contact would be via social media
Gen Alphas will communicate with their friends and peers primarily via social media, and they will be online all day. This raises privacy issues as well as the possibility of online bullying. It’s also a question of how much they’re liked online when it comes to social acceptance.
6. They are opposed to the sharing economy
Generation Alphas, unlike previous generations, do not like to share too much, according to ethnographies. Their anti-sharing stance is beneficial to advertisers because ownership has returned.
7. They do not follow the rules
Playing board games and coloring in the lines is a thing of the past. Gen Alphas, unlike their predecessors, are not bound by rules. Their energies are difficult to contain, as their digital universe connects them to an infinite number of viewpoints, prompting a desire to take control of their own lives.
8. They are still evolving
Unlike the previous generations, marketers have a vexing challenge on their hands when approaching the Gen Alphas since they are continually evolving. They are more individualistic and, as a result, do not fit into the dominant groups of people. As a result, by the time you figure out a way to predict them, they’ve already begun to demonstrate new habits.
9. Their upbringings were vastly different
The Gen Alphas are not like their millennial parents, who spent their free time playing outside and even spent significant parts of their days doing nothing. They live in a world where cognitive stimulation is constant, so they need more structure in their days to avoid fidgeting. Peer pressure to do well in school and spend time in extracurricular activities to succeed is added to the mix. While this may work for some, it may cause stress and anxiety in others.
10. At work, they would create a different category of employees
They will be employed with five Generations around them and might even be the most significant community at work. Since they come from a more diverse and open pool of thinking, their approach to work and problem solving may vary from that of their peers. They’d also like to work with only businesses that share their values and value diversity in the workplace. They would prefer technology over human touch while also requiring more mental health care than their forefathers.
11. Their dietary habits are significantly dissimilar
Carbs, fats, and organic dairy will all play a significant role in what they eat because they’ll need all the nutrients they can get. Pasta, macaroni and cheese, and a variety of cereals and saturated fat are all Gen Alpha favorites. Their generation has the highest life expectancy of any cohort, despite being considered unhealthy.
12. They are living in the present
As countries have prospered over the decades, the fear of possible adversity has almost vanished among younger generations. As a result, Gen Z and Gen Alpha are fans of the trend of living in the moment for the moment. There are concepts like YOLO (you live once), FOMO (fear of missing out), and even NOTOMO (not to be missed out) (no tomorrow).
13. They’re special
The conservative attire has also been abandoned. They are predicted to be the most exhibitionist generation ever, as they value individual style and comfort over social norms. Alpha children’s names are becoming more inclusive and, in some cases, unique.
what should we do as marketers to prepare?
First and foremost, promote diversity and be inclusive of all demographics — but don’t have different choices for each. Generation Alpha assumes that everyone deserves the same opportunities; tailoring them to each demographic will not achieve the desired result and may damage Generation Alpha’s relationship with your brand.
Second, see the audience in a new light. You can no longer classify your potential customers based on large demographics; instead, you’ll need to be much more specific. Investigate potential customers by searching for those whose beliefs are the most similar to your own. This will significantly affect how your campaigns are designed and transform Generation Alpha consumers into advocates.
Third, since Generation Alpha has grown up with technology all around them, they have a hard time distinguishing between tech and non-tech. This means they are more at home with technologically improved environments than previous generations. To establish a good relationship with Generation Alpha, brands must embrace these new platforms.