We all are familiar with the fact that consumers’ tastes change with every generation; their behaviors are different, and their preferences for certain topics are also different. These changes in human behavior and choices have a great impact on shaping the world.
The majority of us nowadays are most commonly referred to as millennials and Gen Zs, but we are not the only generation that has been named like this.
- Gen X (people born 1965-1980) are those who progressed from traditional to digital media but also doubted authority and the social norms that were about to come.
- Gen Y, AKA Millennials (people born 1981-1996), are the ones who witnessed the rapid growth of the internet and digital technology, along with the new ways of how we view our socio-political world.
- Gen Z (people born 1995-2012) are the ones whom we can also refer to as digital natives as they showed us the world with the intersection of humanity and technology.
Among Gen Z, we have Generation Alpha, the tech-savvy generation that will be/has entered adulthood by 2020.
So, now, if you think about how this generation has become your consumers and why you should think about targeting them, let us break it to you: you might be ignoring a vast portion of your target audition by neglecting them.
A study has revealed that kids under 12 trigger parental purchasing, which is $130 to $370 billion of purchases annually.
This is an alarming fact; those days are not too far when Gen Alpha becomes the primary buyer of your services and products.
As we always say, it is never too early to start because half of this generation is about to reach high school and, for some, reach middle school, making them the primary buyers.
Read along to find out why you should build brand loyalty and brand recognition among Generation Alpha and Beta.
Key Takeaways about Generation Alpha
- It is the first generation of people who grew up in technology and with the internet..
- Trust, transparency, and security are the values of the Alpha Generation.
- Though Generation Alpha may be too young for big purchases now, they certainly have some influential purchasing and big buying power.
- You need to also think through how you’ll present your products and services to Generation Alpha in the future.
Who is Generation Alpha?
People who are born between 2010 to 2024 are the ones we call Generation Alpha or Gen Alpha. These are the next generation of people that represent a new significant demographic cohort.
Gen Alpha is unique as it carries Gen X children, millennials, and older Gen Zers, everyone together, with mixed parenting styles and cultural influences.
According to predictions, by 2025 this generation will be the size of around 2.2 billion people, meaning it is one of the largest generation in history. This enormous scale gives the evidence to suggest that they will have a significant impact on the economy, society, technology, and the economy in the future.
Their experiences and world views will be shaped by different factors such as technological advancements, social media, and educational changes.
Generation Alpha is an important moment to know about in the looming future in such areas as education, consumer behavior, and communication.
Characteristics of Generation Alpha
Generation Alpha refers to the first group of people who grew up not only in the digital world but completely in it since all of them were born after the year 2000. These young children, typically 8 to 12 years old, whose formative years have been steered by devices such as iPads and tablets — and who have an amazing level of comfort and confidence in technology and everything online.
To everyone’s surprise, researchers show that this has been an average of 4 hours and 44 minutes a day for this generation engaging with screens.
The fact that they spend such a long time on screen is an indicator of how well they know a number of devices that are already so popular, among which we must highlight laptops, smartphones, and tablets, in addition to adventurously embracing the latest technological innovations.
It’s true, however, that Generation Alpha seems perfectly relaxed with a screen: the fact is, there are many more facets to their identity than that. To discover the impactful aspects that make this generation unique, let’s dive deep into some of the key traits associated with this unique generation.
They have purchasing power
Generation Alpha is often called very materialistic, but in reality, they are the most materially blessed generation ever.
In other words–they will have more disposable income than other generations. By 2030, Gen Alpha is set to spend three times faster than all generations, aside from Gen Z.
Not only this, the Alpha Generation has refined tastes because they have been able to access the internet since a very young age. They don’t want products for kids; they want products for adults. Looking at Christmas 2023, many Generation Alpha girls asked for high-value products like skincare products and Stanley Cups at Christmas time.
Generation Alphas are in influence on household purchasing decisions, and even younger. They are becoming exposed to brands and advertising from very young.
Gen Alpha children are involved in making purchases, deciding on which games to buy, which toys, what clothes to wear, even what groceries to buy — and where to eat out!
They are strong on social issues
It doesn’t feel right to tell people what all Gen Alpha wants to do — some people may think that all Gen Alpha wants to do is play on their phones, and nothing could be further from the truth.
Fair representation, diversity, and making the world a better place seem to be the buzz around this generation.
A whopping 46 percent of Generation Alphas are interested in the environment and climate change (33 percent focus on diversity and equality in media).
According to Tierney Brannigan, Senior Manager of Content Strategy at NP Digital, for marketing to Gen Alpha, ‘your marketing campaigns need to be authentic, inclusive and thoughtful.’ “Eventually, this generation will not let brands get away with seeming disingenuous, exclusive, or unphased by the struggles on our planet today.”
They are aware of how their data is being used
With advancing technology, schools have also acknowledged the importance of making Gen Alphs kids more aware of the technology, which is why now schools are initiating the education of making children more about data privacy and digital literacy. One such good example is cookie popups.
This suggests that Gen Alpha might be more wary of letting their data be handed over to social media, search engines, and ad agency giants.
Generation Alpha already knows their data in greater detail than companies use it. For instance, 45 percent of Gen Alpha think companies should not share their data with other parties like third parties.
How to Build Brand Recognition to Gen Alpha?
- Commit to your values
Generation Alpha is characterized by their upbringing in a world that is both socially aware and deeply intertwined with digital technology. This cohort demonstrates a strong preference for brands that embrace missions extending beyond mere profit-making.
They are particularly attracted to businesses that champion vital causes, such as environmental sustainability, diversity, inclusivity, and ethical labor practices.
To resonate with Gen Alpha, companies must authentically weave these values into the fabric of their operations. This means that every aspect of the business—from product design and sourcing materials to marketing communications and community engagement initiatives—should reflect a commitment to these principles.
By doing so, brands can build genuine connections with this conscientious generation, who seek to align their purchasing choices with their values.
For example, LEGO committed to sustainability by creating eco-friendly bricks made from plant-based plastic, aiming to reduce its environmental impact and resonate with younger, eco-conscious consumers.
- Develop Immersive Campaigns
Immersive experiences captivate Generation Alpha by placing them directly at the heart of the brand narrative.
By harnessing cutting-edge technologies such as augmented reality (AR), virtual reality (VR), and engaging metaverse experiences, brands can effectively capture the attention of this inherently tech-savvy generation.
These innovative interactions provide unforgettable, hands-on connections with the brand, fostering not only deeper engagement but also lasting recognition and loyalty.
Through these dynamic experiences, brands can create a rich tapestry of storytelling that resonates with young audiences, ensuring they remain fully immersed and invested in the brand journey.
For example, Nike’s launch of “Nikeland” on Roblox is a leading example of immersive marketing tailored for Gen Alpha. Nikeland offers an interactive world where users can play games, customize their avatars with Nike gear, and even participate in brand-hosted events.
- Engage on Social Media
This generation is anchored in a dynamic digital landscape that accounts for a significant amount of their time on YouTube, TikTok, etc. These social media environments are not merely hobbies and diversions but genuine spaces for building and cementing a brand’s name.
Unlike the other traditional methods of advertising, which often rely on difficult-to-digest messages and explicit calls to action, the content in these platforms has to be short and really attractive to be liked. It should make people sit up and take notice with truthfulness, and it’s often with a little humor to add to make it human and shareable.
Participating in popular challenges that appeal to younger audiences will amplify the engagement; using trending audio clips to stay on trend and collaborating with influencers or family-friendly creators will all help to engage.
Not only do they raise visibility, but they create a feeling of connection and community – so vital to brands looking to connect with the next generation of consumers.
For example, Mr. Beast’s videos resonate with Generation Alpha for several reasons.
Firstly, they feature a fast-paced format and incorporate current trends, often drawing inspiration from popular games and television shows.
Additionally, the authenticity of his content is a significant factor; many of his videos emphasize positive values such as kindness, as exemplified by his frequent acts of generosity towards unsuspecting participants.
- Personalize Marketing Efforts
Personalization elevates marketing by creating a sense of relevance and individuality, an essential factor for engaging Generation Alpha. This cohort has grown up in an environment where content and products are often customized to suit their unique preferences and interests.
As a result, they expect brands to cater specifically to their needs. Effective personalized marketing strategies might include thoughtfully curated product recommendations that resonate with their tastes, engaging personalized videos that speak directly to their experiences, and dynamic interactive content that evolves based on their interactions and choices.
Such tailored approaches not only capture their attention but also foster a deeper connection between the consumer and the brand.
For example, Spotify’s “Spotify Wrapped” campaign provides each user with a personalized year-end summary of their music habits, highlighting top songs, genres, and more.
The campaign is highly shareable, with users proudly posting their unique listening summaries on social media, creating organic buzz and enhancing brand recognition.
- Experiment with Gamification
Turning brand interactions into charmingly designed gaming experiences that keep your consumers engaged and believing in your brand is a strong way not to lose consumers after they leave your online shop.
Brands will be able to significantly up the level of engagement by injecting an element of interactivity via the likes of challenges, digital badges, and leaderboards which display achievements and tempting rewards.
This kind of approach also encourages users to participate in brand experiences and, at the same time, actively creates a community and competition among them.
Thus, it essentially pushes the likes of consumers and is flashy enough to help them effectively interact frequently and foster stronger emotional relationships with the brand, leading to loyal relationships.
For example, McDonald’s’ “Monopoly” game is a classic example of gamification. Customers collect game pieces with each purchase for a chance to win prizes.
The element of chance, combined with a competitive edge, encourages repeat purchases while fostering brand engagement.
The Verdict!
To attract and nurture a Generation Alpha, a Generation Beta, the e-commerce approach must be dynamic, personalized, and tech-savvy. Through engaging content, interactive experience, and values-focused marketing, brands should be able to connect with these digital native consumers meaningfully.
Their values and preferences resonate with prioritizing user-friendly websites, mobile shopping with no sale falls between Sweden & USA, and ethical practices, which include climate-friendly practices. Gamification, influencer collaborations, and community-driven initiatives keep people engaged consistently, creating lasting relationships.
Eventually, a business that adopts the new emerging technologies and actually uses the strategies for authenticity customer-centric will be in a position to get attention and, at the same time, build a solid relationship that will help their business to grow in the e-commerce world.
