Generation Alpha is the youngest generation alive. Born between 2011 and 2025, the cohort is steadily growing, with 2.5 million new Gen Alphas born every week. Though they are young, they have a large, ever-growing digital footprint. Market research on Generation Alpha has never been more important. Their slightly sinister nickname, the “Glass Generation,” refers to the screens surrounding them.
Marketing Behavior Compared to Other Generations:
Generation Alpha is uniquely positioned for generational influence. Brands must understand the trends of this group’s millennial parents, who are currently spending more on their children than ever before. Millennials are the vessels for Generation Alpha’s spending power, which accounts for billions of dollars in annual spending each year. In 2020, 51% of millennial parents said they planned on spending more to keep their kids entertained during COVID-19 restrictions. This number is likely to increase as the pandemic draws on.
At first glance, Generation Alpha’s relationship with the digital world resembles Generation Z’s – but Generation Alpha’s technology use is much more intuitive. Generation Alpha was born in the age of TikTok, internet privacy debates, and meticulous personalization. By the time this cohort reaches age 8, they have likely already surpassed their parents’ techno-fluency.
Market Research on Generation Alpha:
Brands looking to target Generation Alpha should look to seamless integration of social media, intuitive consumer communication, implementing AI, and diversity of products. Generation Alpha is not only the most diverse, multicultural generation alive, but they also look for brand diversity. Though they are young, they are aware and involved in social justice issues, like climate change and racial equity. One in 5 children in Generation Alpha have marched or protested about an issue they are passionate about.
While research among Millennial parents will allow brands to access this generation for the time being, it will be necessary for brands to be prepared to research this generation as soon as they have purchasing power. When they grow up, Generation Alpha will bring a collection of new values to the world: diversity, creativity, and community. They are educated, deeply connected to their cultures, and looking for brands representing their beliefs, ethics, and values.
Interested in learning more about the other generations? Check out our series on generational research here.
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