Who are post-Millennials?
Generation Alpha represents those who are born after 2010. This generation is quickly growing as 2.5 million Generation Alphas are born around the world each day. [1] Alphas are growing up exposed to multiple digital platforms in a technology-driven environment.
Major brands are recognizing that Generation Alpha is essential to target. Brands are increasingly acknowledging their awareness of Generation Alpha. For example, Google shared its opinion of Generation Alpha, saying “If generation Alpha possesses similar behaviors, attitudes, and beliefs to that of their parents, then to win with a certain segment of millennial consumers (millennial parents), we must target generation Alpha”. [2]
Teenagers and children today are growing up in a very different environment for previous generations. Not surprisingly, Generation Alpha is set to be the most tech-savvy generation we have ever seen. Firstly, they will be the first generation to be immersed in technology for their entire lives. Secondly, today’s methods of teaching are highly influenced by technology. As a result, this generation of education has become very digitally focused. With the introduction of so many technologies since the early 2000s, it has become hard for parents to ignore the trend. As a result, parents have integrated technology into their children’s lives from a young age.
What are the effects of technology?
The introduction of smartphones for younger Millennials and Generation Alpha can be seen as an advantage for parents. Ninety percent of these parents say they gave their child a smartphone in order to get in contact with them easily. The cell phone helps with security, as well as coordinate the children’s activities. With the advantage of connection comes the disadvantage of distraction. Seventy-two percent of parents admit that they are concerned about the distraction a smartphone can cause. Sixty- eight percent of parents are concerned by the lack of control they have when it comes to technology and their children. [3] As more children have smartphones at a young age, cyberbullying has also become an ever-growing issue.
How will Gen Alpha impact advertising and marketing strategy?
Until Generation Alpha is old enough to have spending power, it is important to analyze the effect they are having on their parents spending. Eighty-one percent of Millennial parents say that the habits of their Alpha children influenced their latest purchase. [4] Marketers should focus on ensuring that their strategies are flexible now while keeping a close eye on Gen Alpha and how they will influence advertising and marketing in the future. It is key that marketers start researching possible communication strategies to grab the attention of Alpha’s now so that they are prepared for the future. Even many of today’s two years how to navigate a smartphone device.
New products are already emerging for Generation Alpha. Children are being entertained by smartphones, tablets, and smart home devices. It is not unusual for children to want to have “conversations” with artificial intelligence-driven technology such as Siri or Alexa. Children have always had “imaginary friends”, therefore, it is not too far-fetched to believe children will become “friends” with A.I. [5]
Technology being a part of this generation’s life from birth poses both an opportunity and a challenge for marketers and advertisers. Generation Alpha will be an easy target for advertisers and marketers, as they will be reached effortlessly through technology. However, it is predicted that Alphas will seek an even more seamless experience than Millennials have been seeking when it comes to advertising and marketing. It is important to keep it simple yet effective while targeting this generation to encourage consumer loyalty. It is predicted that businesses and brands will come up with radically new ways of communicating and interacting when trying to influence and capture the attention of Alphas.
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[2]“The Complete Guide to Generation Alpha, The Children Of Millennials,” Forbes. December 2016.
[3]“Mobile Kids: The Parent, The Child, and The Smartphone,” Nielsen. February 2017.
[4]“Forget Millennials, Gen Alpha is here (Mostly),” Digiday. October 2018.
[5]“How Will Widespread A.I. Affect Generation Alpha?,” November 2017. Datafloq.
