Few individuals are aware of the existence of a burgeoning generation. They will outnumber the Baby Boomers in four years, and many of them will survive to see the twenty-first century.
We’re talking about Generation Alpha, Generation Y’s offspring, and sometimes Generation Z’s younger siblings. Every week, more than 2.5 million babies are born throughout the world. When they are all born (2025), they will number about 2 billion, making them the world’s biggest generation in history.
Despite being the youngest generation, they have a far-reaching brand impact and purchasing power. How? Let’s have a concise look at it, their needs, and more primarily, who they are.
Who is the generation alpha?
The Alpha generation, which replaced the Z generation, was born in 2010. Growing up in a digital world, where all knowledge is just a click away, will not only shape their experiences but will also shape how they interact with their peers. Here we shall discuss their qualities, the influence of digital on their evolution, and the technologies that will define them.
Generational concepts are the most relevant when they span a certain age range and allow for meaningful comparisons between generations. As a result, each generation currently spans 15 years, with Generation Y (Millennials) born between 1980 and 1994, Generation Z between 1995 and 2009, and Generation Alpha between 2010 and 2024. As a result, Generation Beta will be the children born between 2025 and 2039.
If the nomenclature is followed, we will have Generation Gamma and Generation Delta, but we won’t get there until the second part of the twenty-first century, giving us plenty of time to think about the designations.
How and why is Generation Alpha important to marketers?
While the Alpha generation has certain characteristics from earlier generations, particularly Generation Z, it is considerably distinct. Some of its qualities are as follows:
- Hyperconnected
Alpha children are inextricably linked. Their fascination with new technology has become a way of life for them.
- Independents
They are self-sufficient in making their own decisions and controlling their digital identities, and they want their own needs and preferences to be considered.
- Visuals
Their preferred format will be video. Furthermore, video games will improve their visual abilities, such as eye-hand coordination and the capacity to switch jobs quickly.
- Technologically advanced
Because they are hyper-connected, they become specialists in the use of new technology, which promotes digital learning and offers up a world of possibilities.
- Diverse
In this context, variety encompasses not just demographics such as race and gender, but also interests, lifestyles, and points of view.
- Problems associated with this generation
Children of the Alpha generation are born at a time when the technical equipment is becoming smarter, everything is linked, and the physical and digital worlds are merging.
As youngsters get older, new technology will become a part of their lives, experiences, attitudes, and worldviews. According to some neuroscientists and psychologists, this will have many beneficial outcomes, but also some negative repercussions such as reduced concentration power, lack of actual socialization, and lack of development of creativity and emotions.
Why is generation alpha important to marketers?
Gen Alpha is the most materially equipped generation in history, the most technologically aware generation in history, and they will live longer lives than any preceding generation of Australians. They will stay in school longer, begin earning years later, and hence stay at home with their parents later than their predecessors, Gen Z and Gen Y. As a result, the role of parents will span a wider age range, with many of these Gen Alphas expected to remain at home until their late twenties.
Even though some Gen Alpha kids have yet to be born, we can anticipate a few characteristics about them.
For starters, Generation Alpha will be the most technologically advanced generation to date, having grown up with mobile devices, artificial intelligence, social media, enhanced healthcare, and robots as part of their daily life. As a consequence, they will be technologically savvy and skilled multitaskers.
Gen Alpha is also the most materially equipped generation in history. As a result, they may be able to spend more on non-essentials than prior generations. They will also have the greatest life spans and will be the most internationally knowledgeable bunch thus yet.
The repercussions of exponential technology advancement on present generations have already been witnessed, and these effects will continue to rise.
AI and robots are predicted to be fully incorporated into daily life by 2025. In the future years, we can also anticipate machine learning, natural language processing, and smart gadgets to evolve, enhance, and link us even more.
The economy has been primarily powered by social media and technology, as individuals share their activities and others desire to join them. Furthermore, Generation Alpha is expected to be the longest-living human generation to date. As a result, individuals are more likely to stay in the workforce for a longer period, resulting in more money across their working years.
Marketers must prepare for all of this. In terms of economics, consumers are in a bit of a quandary. However, marketers understand what their customers want—experiences—and those they will be educated and employed for a long time. It is critical to cater to a changing atmosphere and suit their wants and aspirations throughout their lives.