Move Over Gen Z, Make Way for Gen Alpha

January 12, 2023

Move Over Gen Z, Make Way for Gen Alpha

Now that we’ve all become familiar with the quirks and characteristics of Gen Z, or so we like to think, it’s time to get ready for their younger siblings. Gen Alpha is the next generation on the horizon and is poised to become the biggest generation in history, numbering more than two billion people.

So who exactly are these kiddos? Let’s take a closer look at who Gen Alpha is…

Gen Alpha is named after the first letter of the Greek alphabet, since they are the first generation to be born solely after the start of the 21st century. These kids were born starting in 2010, and their generation will extend to those born through 2024. The oldest ones are now 13, and they share their birth years with the iPad, video doorbell, facial recognition, streaming services and 3D printing. They are set to be the most digital savvy generation, which is no big surprise since no other generation has grown up with this much exposure to the internet.

Here’s what you need to understand about these kids: you’re not going to be able to pull the wool over their eyes. As the children of millennials, who are tech-savvy themselves, they will be influenced by their parents’ awareness and hands-on approach to guiding them through the digital world. Having witnessed the rise of connectivity, millennials will teach their children that not everyone and everything seen online can be trusted, and brands need to be held accountable for what they put out in the world. Gen Alpha will question everything and they will want to move mountains.

It is also important to remember that these kids will be shaped by the global pandemic during which they grew up. Ashley Fell, social researcher and co-author of Generation Alpha, says that the impacts of COVID—economic, social, educational, psychological—will leave lasting marks on this young generation. She also predicts they will value family more, admire “everyday superheroes,” and see work from home as a normal way of life. “They will be a more creative and resilient generation due to the challenges they experienced,” she says.

So, what are some other defining characteristics of Gen Alpha? According to GWI:

They’re focused on their family and the future.
They’re climate advocates.
They’re passionate about inclusivity.
They’re spending more time online.
They love a trip to the movies.

https://digitalmarketing.temple.edu/lwesterfer/2021/02/16/get-to-know-the-alpha-generation/

What is some advice for marketing?

For right now, it’s best to hold back a little bit. They are still children, after all, and it’s always tricky to find the right balance marketing to young, impressionable minds. Their parents still primarily hold the purse strings anyway. Although, they will be able to heavily influence their parents’ purchases.

While we do have some time before we need to worry about the full spending power of Gen Alpha coming into play, it is never too early to start anticipating and planning. Do not underestimate them. Dayna Winter, Shopify, says “After Gen Alpha has aged into teens and young adults with agency, influence, and disposable income, it will already be too late.”

And as a parent, if you have both Gen Z and Gen Alpha kids living under your roof, good luck!

Stephanie Bariatti

Stephanie Bariatti works as a Digital Marketing Manager for SMB Media Consulting. She has had extensive experience with many facets of advertising and media, having worked for and with creative agencies, production companies, and research departments. She lives in New York with her wonderful husband, three lovable boys, and an adorable goldendoodle pup.