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Getting to know the kids of Gen Alpha – successor to Generation Z
By our News Team | 2023
Gen Z has had a profound impact on brand strategies. Now marketers must brace themselves for even more for the changes from the next cohort.
New research looking beyond Gen Z at the next generation of future consumers – Generation Alpha – has just been released by US-based marketing agency, Razorfish.
With this new cohort expected to number 2.2-billion people worldwide by 2024, the study uncovers the attitudinal characteristics and behaviours of Alphas, draws contrasts with Gen Z, and advises brands on how to best reach this up-and-coming audience.
Photo by Dion Hinchcliffe via Wikimedia Commons
Gen Alpha is the first to be born entirely in the 21st century and is the demographic group succeeding Generation Z. The early 2010s are considered the starting birth years of Gen Alpha, and the early-mid 2020s as the ending birth years.
The Razorfish study is based entirely on US research, but will nevertheless provide useful insights for marketing teams elsewhere.
“Gen Z had a profound impact on how brands approached their consumer experiences, but companies need to brace themselves even more for the changes Gen Alpha will infuse,” says Dani Mariano, President at Razorfish.
“The pandemic accelerated their adoption of technology, embedding it in nearly every part of their lives, including remote learning. They aren’t just digital natives; these are digital ninjas, and whether brands are ready or not, they’re coming.”
Among the notable findings is that gaming is more than entertainment for Gen Alpha – it’s a creative outlet.
Gaming as an expression of creativity
For Alphas, gaming is used to express their creativity more than for socializing with friends. That motivation shines through when building and creating their own worlds as they play. In fact, they are twice as likely to see gaming as a form of self-expression than Gen Z, who cite relaxation as their top reason for gaming.
Unsurprisingly, Alphas are early to adopt and leverage the latest technology. Before the age of six, more than 40% of Alphas have used a tablet, and by the time they turn seven, more than half are using video game consoles.
While Gen Z is tech-savvy, members aren’t nearly as eager to have the newest devices and capabilities. Just 31% of Gen Z values having the latest technology, compared to 63% of Alphas.
According to the researchers, 75% of 8 to10-year-olds are already thinking about mental health, following in Gen Z’s footsteps of ushering in an era of more awareness and openness toward the topic. This will likely become a major driver of brand affinity and purchase consideration.
Nearly three-quarters of Alphas say they prefer to go outside and use technology less to manage their mental health and disconnect. Despite their rapid tech adoption, they maintain a healthy balance between online and offline activities, with only 20% of Alphas saying they would like to spend more time online.
“Alphas are mature beyond their years, and their tech proficiency has largely contributed to their information access,” says Josh Campo, CEO at Razorfish.
“Their favourite brands are more aligned with their parents than the children and teens of generations past, and more than half of them first hear about these brands through digital channels.”
The full study, entitled ‘Exploring Generation Alpha: A Look into the Future’, is available on razorfish.com.
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