DEMOGRAPHICS

Meet Generation Alpha, the fun and feisty new kids in town

By our African Marketing Confederation News Team | 2025

Generation Alpha promises to be tech-savvy, opinionated and socially influential. How can Africa’s marketers grow with them?

Understandably, marketers have been focusing time and resources getting to know Generation Z. While there are some blurred lines around when each cohort begins and ends, Gen Zs are generally regarded as being born between 1997 and 2009, with Gen Alpha between 2010 and 2024.

Photo: Julia M Cameron from Pexels

Now, with the youngest Gen Zers already in their mid-teens and the oldest in their latter 20s, the focus is shifting to the toddler and pre-teen Gen Alpha market which is fast revealing an array of unique values and buying preferences.  

 

Already, argue marketing academics like Dr Ayo Oniku from the University of Lagos: “The generation represents a potential segment in every family’s buying decision process, societal and state future generation plans, and individual parents’ buying behaviours.” 

 

Writing in Nigeria’s Business Day newspaper, Oniku challenges the view that because Gen Alpha is not physically handing over cash to retailers, their preferences are not shaping buying decisions within their families.  

 

Oniku argues that, compared to previous generations, these youngers wield unprecedented influence over family buying behaviours and their future needs and preferences are key considerations in decisions to buy specific brands of cars or to live in areas with good schools.  

 

Understanding these family influencers 

 

So, who are these behind-the-scenes family influencers? Globally, the Generation Alpha market is expected to reach two billion people by 2025 – making them the consumers to watch in the future. They are also the first and largest generation to grow up in a very connected world – in the case of wealthier urbanised young Africans, a fully connected world – which gives them a unique life perspective and an often-astonishing level of comfort with multiple technology forms and platforms.  

 

In Africa, the Generation Alpha cohort is even more significant, given the continent’s population growth and high youth dividend. In the recent Discovering Generation Alpha report by African marketing research and strategy firm Pierrine Consulting, the authors note that by 2024 there were around 200-million young people in the Gen Alpha bracket across the continent.  

 

“This generation is predominantly concentrated in urban areas, experiencing lifestyles distinct from their rural counterparts,” the authors wrote. This is a telling differentiator considering that “urbanisation trends indicate that by 2030, more than half of Africa’s population will reside in urban regions”. 

 

To find out more about Gen Alpha, and other great marketing stories from across the continent, read the current issue (Issue 4 2024) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation.  

 

You can read the Digital Edition online here. A Print Edition is also available. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.