Generation Alpha, born between 2010 and 2024, is poised to be the most technologically advanced and innovative cohort to date. Growing up in a world saturated with artificial intelligence (AI), augmented reality (AR), and gaming, they are fundamentally different from previous generations. Here are five distinguishing aspects to this generation that all marketers should know:
1. Immersed in Technology from Day 1
Gen Alpha is the first generation growing up completely immersed in technology. From smartphones to spatial computing headsets, technology is a seamless part of their lives. They have never known a world without AI, AR, and gaming, shaping their approach to education, entertainment, and social interactions.
2. Economic Powerhouse in the Making
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Predicted to be the largest generation with around 2.5 billion individuals this year, Gen Alpha is expected to wield unprecedented economic influence. Research estimates their annual spending to surpass $5.39 trillion by the end of 2024, increasing steadily each year. Companies are realising the need to understand and cater to this generation to stay culturally relevant and thrive in the future market.
3. Gaming as the New Social Network
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For Gen Alpha, gaming is more than just a pastime; it’s their social network. The metaverse, a shared virtual space, is where they connect, socialise, and create. Companies like Walmart and Legoland are already venturing into the virtual world, offering experiences that seamlessly blend the physical and digital realms to engage with this tech-savvy generation.
4. Shifting Away From Traditional Social Media
Gen Alpha is moving away from traditional social media platforms like Facebook and Instagram. In fact, it has been reported that a significant proportion actually view these platforms as exhausting and overwhelming. Instead, they find solace in cozy corners of the internet, particularly gaming communities. The metaverse provides a more positive and creative space where they can connect with like-minded individuals.
5. Future Workforce Masters of Technology
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Gen Alpha will begin to enter the workforce in the late 2020s and early 2030s, bringing with them a unique set of skills and perspectives. With a “player first” mentality, they are likely to embrace gig economy opportunities, self-sufficiency, and the use of AI to enhance their skills. This generation is resilient, having adapted quickly to changes during the pandemic, and will bring their digital literacy skills to the workplace, expecting brands and workplaces to be innovative and technologically advanced.
Gen Alpha is not just a demographic but a force that is likely shape the future landscape of technology, commerce, and social interactions. Brands that best embrace and adapt to the preferences of this generation can expect to thrive in the new era of commerce and engagement, where virtual experiences are just as vital as physical ones.
