In the ever-evolving landscape of consumer behaviors, Gen Z has long been the focal point for both emerging and legacy brands. As a key target demographic, many brands have focused the last several years on capturing the attention of this generation. However, as we look to the future, it’s time to shift our gaze to the next generation of consumers: enter Generation Alpha. Born starting in the year 2010, this emerging generation is set to revolutionize the way brands engage with their audiences. With their peculiar new slang terms like “Sigma” to “Skibidi Toilet,” Gen Alpha is already a bit of a mystery. As PR professionals, understanding and adapting to these future consumers is crucial to staying ahead of the curve and cracking the code of how our clients can reach this new audience.
To craft successful strategies for engaging Generation Alpha, we need to dive deep into their unique mindset and view the world through their lens, especially in recent years. For example, while our COVID quarantine era brought us WFH routines, whipped coffee, and at-home workouts, Generation Alpha faced a different reality. For them, the pandemic meant missing out on crucial developmental experiences and social milestones from school to social interactions that we all took for granted. Understanding these differences will be key to connecting with them in meaningful ways.
Considering that Gen Alpha is also the first generation born entirely in the 21st century, it is uniquely positioned with a worldview shaped heavily by technological advancements, rapid digital connectivity, and a fast-paced media universe.
Here are a few key insights to keep in mind when it comes to Gen Alpha that are important to consider as our next generation of consumers:
Social Savvy: Gen Alpha has never known a world without smartphones and is comfortable behind a screen. Immersed in a digital universe from birth, they don’t just consume content, they also create it themselves. There’s already an array of Gen Alpha creators that have taken off. Take @lifewith_harp (361K Instagram followers), as a prime example. From sophisticatedly edited GRWM videos to detailed skincare routines, Gen Alpha is already making waves as full-blown content creators and even brand partners. Their comfort and creativity with social media shapes culture and trends, allowing them to lead the charge on influencing the best products or brands.
Heightened Connectivity: Generation Alpha is navigating a world more interconnected than ever before. Thanks to their deep digital immersion and the rapid evolution of technology, they have faster-than-ever access to global issues and real-time news. Not only this, but the digital world allows Gen Alpha to connect with each other in more ways than ever outside of typical social media. For example, gaming platforms like Roblox and Minecraft have allowed Gen Alpha the ability to creatively collaborate and even build friendships on a larger scale. The platforms foster their own communities with their most active Gen Alpha users, generating that sense of interconnectivity that they seek.
Community Mindset: Influenced by online trends since their early childhood years, Gen Alpha has a collective mindset when it comes to their shared experiences and values stemming from their exposure to big world events in their developmental years. Creating deeper, more authentic connections with Gen Alpha is what will allow brands to become cult favorites within this generation and increase brand loyalty. Once Gen Alpha hooks onto something, they don’t want to let it go!
Spending Habits: Generation Alpha is set to become a significant force in consumer spending. With trends like “Sephora Kids” showcasing their readiness to invest in new products, brands need to recognize and adapt to their evolving interests. Gen Alpha will always be willing to try new products, but brands must decipher how to make their launch stand out creatively in an era of over-production and over-consumption for this generation. Gen Alpha has seen it all (at least in their minds), so the ability to amplify unique messaging will be key in getting their attention.
Diversity and Inclusion: According to research from Mintel, 29% of Gen Alpha identifies as a race other than White, making them the most diverse generation thus far. With this, Gen Alpha will look for the same level of diversity they see amongst their peers within the media they consume and brands they choose to purchase. Focusing on inclusivity and diverse representation will be crucial for brands to appeal to this new generation.
We’re still learning more every day about Gen Alpha as they continue to define themselves and their identity as a generation. Every generation evolves with its distinct factors, and with Gen Alpha, digital and technological influences are at the forefront. With AI being Gen Alpha’s version of Google and the fact that smartphones are now considered a basic necessity no matter your age, this group is exposed to any and all information, trends, news and products at the blink of an eye. In the PR industry, understanding these key components of the next generation will be helpful insight for our clients as they continue to grow and expand their audience in the near future. As we unravel and pull back the layers of Gen Alpha, we can expect to see a rapid change over the upcoming years as brands think of creative ways to connect with a new demographic just as they did with Gen Z.
