Understanding Generation Alpha - Jacopo D’Alessandris
If, like me, you are close to or past 50 and you are a parent, your children have probably already outgrown “Generation Alpha”: only children born between the years 2010 and 2024 qualify as part of this new generation.
So many are not born yet, and the oldest are just 11 years old. But there’s already a lot we know about them and about why they are so different than any other generation before; Australian social analyst Mark Mcriddle recently came out with a comprehensive report on the unique characteristics of this latest generation:
“Generation Alpha will be the largest generation as we have a greater population than ever before. They will live for longer and will be more culturally diverse compared to the former generations. Their technology makes them the most globally connected generation ever. They are deemed social, global and mobile as they will work, study and travel between different countries and multiple careers.”
So this generation is larger and more advanced than anyone that came before. They grew up with screens and social media, allowing them to have a more worldly perspective on life and have a higher awareness of global issues. They are highly connected, their entire life they could reach thousands of people through clicking a couple buttons or adding a hashtag on social media.
“While they are currently the youngest generation, they have brand influence and purchasing power beyond their years. They shape the social media landscape, are the popular culture influencers and are the emerging consumers.
“It is important to understand the traits of Generation Alpha because they represent the future and provide a lens through which to look at the next decade and beyond. While Generation Alpha are currently our primary school students, by the end of the 2020’s they will be moving into adulthood, the workforce and household formation, ready or not. If organisations want to not only exist in a decade’s time, but thrive and flourish, then understanding Generation Alpha and the future they will be shaped in and contribute to, is imperative.”
So, if the new consumer is less than 11 years old, are marketers older than their parents (i.e. 50+ today…) able to connect with this new consumer demographic? Since this generation is much more technologically savvy and has different forms of communications than, say, Millennial marketers, how hard would it be for them to relate? Perhaps the best thing companies can do is have at least one degree of separation to make sure they can emotionally connect with their target audience. This would mean making sure that Gen Z, the generation above Generation Alpha, is a key part of the marketing team.
What do you think, can we find a way to effectively market to this advanced generation?
