A New Generation
Every generation brings with it new conventions, behaviors, and cultural phenomena that shape the world we know. While some of us can’t imagine living in the 22nd century, there’s the latest generation that can, and that’s Generation Alpha or Gen Alpha. This is the first generation to be born entirely in the 21st century and the third millennium.
Gen Alpha describes the current generation of children born between 2010 and 2024. They are the children of Gen Y (Millennials), and typically the younger siblings of Gen Z. Globally, more than 2.5 million are born every week and by 2025, they will form the largest generation in human history – at 2 billion.
Studies show that children under the age of 12 years can influence parental expenditures, ranging from $130 to $670 billion per year. At the time this blog was written, the oldest ones of the bunch would turn 13 years old this year. And, it won’t be long before they unleash the purchasing power beyond their years. Gen Alpha are growing up super-informed and will be more digitally and globally connected than any other generation before them.
What does this mean for brands? How can they appeal to the most influential generation and establish a lasting connection? Like millennials and Gen Z, Gen Alpha, while being more influenced by digital technology, will however react to the market in different ways. Their focus on accountability will set the bar for both brand strategies and brand values.
If your company is looking for ways to appeal to the voice of the new generation, here are some things to look out for:
1. Customer reviews are important
According to Merkle’s Q1 2022 Media Insights Report, Gen Alphas frequently pour through reviews before making a purchase. In fact, this group is more likely to be impacted by internet trends. However, they will still look to their peers for affirmation that something is worth their time and attention more than previous generations. While past generations may be satisfied with simply being introduced a product, Gen Alphas will demand to see it in action.
2. Social media and e-Commerce
Gen Alpha use social media in a different way than their parents. They are less likely to be on Facebook or Twitter, preferring Instagram and TikTok instead. Brands that remain on top of the latest technologies are more likely to succeed with this growing demographic. According to a survey, 49% of 16- to 24-year-olds look to social media for purchasing ideas or needs. This is higher than generations before. Their parents, on the other hand, may only do this 20% of the time.
3. Encouraging consumer consent
Gen Alpha may be wary of providing access to their data to social media marketers, search engines, ad agencies, etc. We’re already witnessing this trend today, with more and more nations enacting data privacy rules like the GDPR.
By the time Gen Alpha reaches maturity, they will most likely have a thorough awareness of how their data is being used. This could lead to increased criticism and inquiry when consenting to data usage. and they’re more likely to read the fine print. Companies aiming to utilise consumer data should take a closer look at what they have to offer in return.
4. Showcase your brand’s values
This generation’s children are unlikely to work for a company that does not match their ideals. Similarly, they will not support brands that contradict their beliefs. To appeal to them, you must not only exhibit but also demonstrate your brand’s values. For example, if you make a commitment to sustainability and eco-friendly efforts, ensure consistent proof of follow-through is incorporated into your marketing strategy. Incorporate reliable data into your ads, and leverage influencers as reliable sources for your campaigns.
Are you ready for modern marketing?
Has your brand made the move to modern marketing? We anticipate Gen Alpha rejecting traditional forms of marketing in the same way that their millennial parents did, not too long ago. Personalisation, humanised marketing, and social e-Commerce are key to building relationships and creating better experiences with this group.
By the end of the 2020s, Gen Alpha would have reached adulthood, entered the labour force, and form households of their own. Companies will need to keep in mind that, having been born during the COVID-19 years, this generation will require closer social interaction. Gender equality, diversity, and fairness in the workplace are important to them. Just like the earlier generations, Gen Alpha will be the newest catalyst for change in consumer behaviour — whether society is ready for them or not.
Corporate Media Services (CorpMedia), established in 1992, is an award-winning communications agency with the ability to deliver the best solutions to make the most of your marketing spend. From developing a big idea to creating impactful campaigns, we appreciate the importance of a complete approach to brand building and media relations. With our strategic insight, knowledge and proven experience, we know what it takes to establish a brand’s unique essence and bring it to life – at every touchpoint of communication and expression. If you’re looking for ways to tell your brand story, get in touch. Visit https://corpmediapl.com/