Gen Alpha

How Can Consumer Brands Prepare Themselves for Gen Alpha?

It’s no surprise Gen Alpha (children born after 2010) is the most racially and ethnically diverse generation to date. The 2020 U.S. Census is expected to show that the nation is now the most racially and ethnically diverse it has ever been.  Below are some of the wants of gen alpha.

 But as the oldest members of this cohort turn 10 in 2020, and continue to influence their parents’ voting and purchasing decisions, it does pose a few questions.  

  • How does diversity impact their views? 
  • How do they differ from their millennial parents and generation Z siblings?  
  • And how can brands- and America- prepare themselves for this next booming generation? 

Wants of Generation Alpha 

Diversity of Product 

The variety and diversity of the world around them is having a significant impact on how they view the world. In their new report global communications agency, Hotwire talked directly to generation Alpha to see if their increased diversity impacted their views.  

To Be Their Working Mom… And Dad 

60% of millennial moms today employed full-time had mothers who worked outside the home while they were growing up. Yet when surveyed, Hotwire didn’t find any millennial women who recalled wanting to be a mom when they were under 10 years old. 

Generation Alpha, however, feels differently. Perhaps this generation understands how important being a mother is to their parents’ identity.  

 Likes, But Doesn’t Need, Tech 

Rather than being hooked to a screen in their bedrooms, generation Alpha has new tech-enabled freedom that empowers them to get out and about, channeling their natural curiosity and using screens to learn about good old-fashioned playing out. They spend more time away from devices and tech, unlike their older generation Z siblings and 1/5 of them are already making money from their hobbies. 

Opinions Which Could Influence The 2020 Election 

Already outpacing their parents in tech, this digital generation is also turning into social activists. They have been considered the first generation to judge people by who they are, not what they are.  

Findings of The Beano Studios 

They found gen Alpha to be inquisitive, not taking information at face value. In fact, despite ‘fake news’ only entering mass consciousness in January 2017 through President Donald Trump, 31% already feel they know how to spot it. 

Beano Studios also found that gen Alpha will form, project, and take pride in social identities. This is based on their own individual feelings, thoughts, and interests and not dictated to them by external forces.  

Simply put, the tech-empowered, influential gen Alpha is growing up in a diverse world. This has led them to be a much more creative group – with kids’ views not fitting into simple groups based on their gender, ethnicity, or religion.  

Lastly, Companies will no longer be able to rely on broad demographics to target these consumers; instead, they will need to get much more granular using data and analytics to find those who most closely align with their values. This time generation Alpha is using their persistence, entrepreneurship, and curiosity for positive change. 

Read more on how consumer brands prepare themselves for Generation Alpha. 

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