New study throws more light on upcoming Generation Alpha consumers

By our African Marketing Confederation News Team | 2024

This generation is expected to have the greatest spending power in history, so marketers need to start understanding them more deeply.

Razorfish, the New York-based marketing transformation agency, recently released its second piece of research examining the next generation of future consumers, Gen Alpha.


Born between 2010-2024, this group is said to embody a new era of technology immersion and global interconnectedness, while representing the largest and most diverse generation to date.


“Our previous study showed us that Gen Alpha is full of digital natives who are purpose-driven and view gaming as a creative outlet beyond entertainment. That only scratched the surface, and we knew there was much more to learn,” says Dani Mariano, President at Razorfish.

Photo by Katerina Holmes from Pexels

“We now know, among other things, there are shifts in how their parents view technology and how that technology may be impacting their interests. This generation is expected to have the greatest spending power in history, so marketers need to start understanding them more deeply.”


Among the key points from the new study:


There have been positive shifts in parents’ attitudes toward technology 


Despite mainstream fears of technology, the research shows parents of Gen Alpha are now seeing some of the benefits that technology plays in their children’s lives. In fact, 66% of the parents who responded believe their child is a more independent thinker than they were at that age, and 61% feel their children learn more efficiently than they did, thanks to modern technology.


With exposure to technology and media, Alpha’s interests could be broader and more discoverable 


By age 13, the research shows Alphas have as much, if not more, access to various devices than the average global adult, and 43% of them are using those devices to learn about what’s going on in the world. In response to stereotypes that say Gen Alpha is out of touch due to a reliance on technology, 62% of parents say their child is more social than they were at the same age, and the research shows they have twice as many interests as Gen Z. The study also reveals that this generation toughs it out, as only 15% say they lose interest in something when they aren’t improving at it.


Many Alphas prefer content that’s quick, easily digestible and entertaining 


Gen Alpha respondents’ most preferred mediums for learning are hacks, how-to videos, and DIY, while their top methods for learning are through games and interactive experiences. About 42% of Alphas say they are interested in reading, down from 53% of Gen Z and Millennials at the same age.


This cohort’s brand maturity may force changes to the traditional marketing playbook 


When it comes to having a more grounded and adult perspective on brands, 71% of parents said their kids are well ahead of where they were at the same age. Gen Alpha’s maturity is seen through their higher affinity for brands that are enablers of inspiration and creativity, versus the snack and candy brands that Gen Z marked as their favourites in 2012. That level of social awareness is reflected in respondents marking ‘People on TV’ as one of the top three least trustworthy types of people, and only 21% of Gen Alpha kids today see athletes and celebrities as role models.

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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.