What We Know About Generation Alpha
Generation Alpha is getting an increased amount of media spotlight, and for good reason. We aim to delve into the characteristics, traits, and potential consumer trends that can be associated with this generation.
Who Are They?
Born between the years of 2010 and 2024, Generation Alpha follows in the footsteps of Generation Z. They hold the unique distinction of being the first generation to be raised entirely in the milieu of the 21st century. This generation is growing up in a world that is vastly digital and interconnected, unlike anything previous generations have experienced. Projections suggest that they will constitute the largest and most diverse generation in human history, with their numbers anticipated to cross the 2 billion mark by the year 2025.
Influential Shoppers
Often referred to as Gen A, this generation is already exerting its influence on the spending habits of their parents. This makes them a formidable force within the retail sector. The empowerment that the digital age provides enables them to make decisions independently from a very young age. Their unlimited access to a plethora of information, online content, and expansive social networks provides them the tools to form their own opinions and make choices independently. While they may not be the primary consumers as of yet, Gen A is already shaping the future, influencing brand preferences, and determining loyalties.
As of 2023, the oldest members of Generation Alpha have started turning 13. Only five years from now, they will begin to transition into adulthood and shopping for themselves. Brands need to understand the potential impact of these up-and-coming consumers and adequately prepare for their arrival in the consumer market.
Tech Empowered, Not Dependent
Gen Alpha is often described as being empowered by technology, rather than being dependent on it. Despite their digital-forward nature and being more accustomed to digital technology than older cohorts, they exhibit a willingness to reduce screen time. For Gen Alpha, the novelty of a device such as a smartphone has faded. They are on the lookout for other ways to utilise their time and learn more about the world and themselves. They have high expectations when it comes to technology and expect the latest and greatest advancements in the tech world. The restrictions imposed by the COVID-19 pandemic leading to remote learning further accelerated their adoption of tech. A staggering 43% of Alphas own tablets before they reach the age of six, and 58% of them own a smartphone by the time they are 10 years old. This all points to brands being able to offer a seamless, engaging experience to capture the attention of Gen Alpha.
Mature, and Require Authenticity
Given their rapid digital adoption, Gen Alpha is also showing interest in mature brands that align with their tastes, echoing the preferences of their predecessors, Gen Z. This could be of great advantage to any brand or retailer. If they can capture them as loyal shoppers at a younger age and keep them valued, they will have retained a potential customer for their entire shopping lifetime. The authenticity and genuineness of content are factors that Gen Alpha values highly. They have an uncanny ability to spot paid ads, and as a result, prefer content that resonates with their authenticity. Campaigns and initiatives that support authenticity and use "untouched" images are more likely to capture their attention and earn their loyalty.
What’s Important To Them?
Generation A places a considerable amount of importance on the aspect of mental health. Their unique perspective, shaped by the stresses and concerns encountered while growing up amidst the pandemic, has led them to seek ways to create ease and balance in their daily life. This generation, having been exposed to various global issues from a young age, has turned into vocal advocates for the betterment of the environment. They are socially aware, and they do not hesitate to use their voices to express their opinions on matters that are of importance to them. Furthermore, this generation is well-traveled and has experienced a plethora of cultures and environments. As a result, they have come to value experiences and the creation of lasting memories far more than the acquisition of material possessions. This shift in values reflects a broader societal trend towards prioritising experiential living over materialistic consumption.
What we currently understand about Generation Alpha shoppers, combined with the knowledge and insights we are likely to gain in the coming years, is expected to significantly influence the strategies of many brands and retailers. This understanding will not only shape their growth in technologies but will also play a pivotal role in how they develop their products, services, and customer experience models.
Receive Sturt Journal Updates straight to your inbox each week - sign up here