Understanding Gen Alpha – Who Are They and Why Do They Matter?

We hear a lot about the millennials who are important targets for brands because of their decision-making power. They are the ones who witnessed the rise of technologies and the digital world. They are followed by Gen Zs, the technology-savvy audience who are well-informed despite of being young, because of early exposure to the internet and social media. Because of their digital savviness, awareness, decision, and purchasing power, they are among the top demographics targeted by audiences brands. However, while most brands keep their focus on learning and targeting this generation to attract customers and establish loyalty, a new target group arises - the Gen Alpha, the freshest and most tech-savvy generation yet. Who are they and what role do they play in the digital world?

Generation Alpha or simply 'Gen Alpha' is the demographic cohort that succeeds Generation Z. 'Generation Alpha' was first used by Mark McCrindle and his consultancy firm in a report in 2008. The term 'Alpha' represents the whole new generation since they are entirely born in a new century. Most of this generation falls under the age of 13, and some are yet to be born as they are made up of humans born between 2010 and 2024 which will be the largest generation in history once all born in 2025.

One key aspect to note about Generation Alpha is its digital proficiency. They are accustomed to using and engaging with digital devices from an early age because they are growing up in a society where technology is pervasive. Their interests, pastimes, media consumption habits, and brand engagement are all likely to be influenced by their level of digital literacy. They are stapled to technologies and the internet. Moreover, their interests are likely to be drawn to technological and digitally-based pursuits and pastimes including; gaming, social networking, and online content creation. Sports and physical activities, as well as artistic and musical endeavors, may also be of interest to them.

At a young age, they have already established a distinct behavior. Through media, schooling, and social networks, they are exposed to a variety of representations, which encourages acceptance and openness like Gen Zs. Therefore, they are more likely to celebrate diversity in ethnicity, racial background, gender, and religious identities. Moreover, they exhibit early proof of being passionate about sustainability while growing up in a time of increased environmental awareness that they normally see in media.

Although the aforementioned traits of Gen Alpha may be highly useful for marketers looking to reach them, it is important to take into account the parents' concern that they won't be sufficiently protected online. A large portion of Gen Alpha's parents are millennials who experienced the shift from a traditional to a digital world. They are aware of the value of technology but also of the negative consequences that it may have. As a result, they take extra care with their online identities, personal information, and the content they consume. Because of this, parents constantly check their online activities by co-watching and scrolling with them. Some of them explore platforms they use and even play the games their kids play to ensure they are in a safe online environment.

Since they are still young and data is still limited to understand them fully, with the significant interests and behavior they show, there are already ways for brands to reach them:

- Logo is King. While some of them have only recently learned to read and others are only learning their ABCs, Gen Alpha are already able to identify logos and comprehend what they mean. Brands with logos in their marketing materials are more likely to attract Gen Alpha as their fans.

- Natives for Natives. “Skiiiiip” is the usual scream you will hear from a Gen Alpha when an ad appears on YouTube while they are watching TV. As true digital natives, Gen Alphas know how to spot the ad as soon as it appears. They find it so simple to skip and press "X-box" that they won't be disturbed while playing games or viewing videos on websites like YouTube. Therefore, it is crucial to use native formats so that they do not feel disrupted by the ads.

- Ride the Bandwagon. Follow them where they are by leveraging platforms such as gaming and kids’ influencer marketing. They may not know who their neighbors are yet, but they know the faces and even names of the top content creators on YouTube or Instagram.

- They Care. They know what’s happening not just in society but on the whole planet. They are deeply concerned about diversity and sustainability. Gain their respect by being the brand they share advocacies with.

- Where the kids are, the parents are there. It is important to keep in mind that these kids’ do not have their own devices yet. This said brands are hitting two birds with one stone by simultaneously targeting them. Both of them decide affects each other’s purchasing decision so marketers should touch base on a family-oriented and child-involvement sort of approach.

Although there is still plenty to discover about Generation Alpha, it is never too early to begin including them as a consumer cohort. Their interests and behavior may still alter and evolve in line with how the world is going as they live in a fast-paced society thanks to technology. However, it is crucial for brands to start building recognition and loyalty as early as now to establish long-term consumer-brand relationships. They will not only grow old, they will also gain stronger purchasing and decision-making power.