Generation Alpha are the children born after 2010. They are expected to be the largest generation ever, with as many as 2 billion people by 2025! This is not only because they are so numerous, but also because their parents are often millennials. Joeri Van den Bergh, an expert on new generations, explains that the way these parents raise their children has a major impact on Generation Alpha.
Addressing this generation effectively is like using a GPS system. You need up-to-date maps (data and insights) to plan and adjust your route so that you reach your destination (connecting with your target audience) smoothly and without detours (miscommunication).
Together with Transfer, Human8 conducted research on these children in the Netherlands and Belgium. As many as 1,200 children between the ages of 4 and 14 participated in this study. What emerged? Generation Alpha has five distinctive characteristics, and their parents’ method of parenting plays an important role in this.
What makes Generation Alpha unique?
- Raised with Technology: Generation Alpha has literally grown up with technology. Many kids already have their own tablets or phones. They find gaming super fun and often play popular games like Roblox and Minecraft. So technology is a big part of their lives.
- Caring for the World: These children are aware of important issues such as climate change and equality. They often ask their parents to help with things like saving energy and separating waste. They want a better world!
- Media and Advertising: Almost every Alpha uses YouTube on a weekly basis. Here they watch videos and discover new products. Many children ask their parents for things they have seen on e-commerce websites.
- Looking Together: Generation Alpha likes to watch television with their parents. This moment of being together is important to them. They often choose the programs they want to watch, and their parents support them.
- Dreams of Entrepreneurship: Many children from this generation are interested in starting their own businesses. This is especially true for older children, who often want to become YouTuber or influencers.
With these five characteristics in mind, it is clear that Generation Alpha is a unique and influential group. Their growing up with technology and their involvement in important social issues make them special.
The Raising Style of Millennials: How Generation Alpha Is Raised
Generation X, the parents of millennials, was known for their “free range parenting. This means they gave their children a lot of freedom and independence. Millennials, the parents of Generation Alpha, however, do things differently. According to Joeri Van den Bergh, an expert on new generations, millennials are much more involved in their children’s education. They take the time to make decisions together and are open to their children’s personal development.
This has a major impact on how Generation Alpha grows up. They have more say in family life than children of earlier generations. This means not only that they have a say in choosing toys and clothes, but also in larger family purchases such as cars, vacations and electronics.
Millennial parents are trying to balance their own lives with the needs of their children. They are aware of the challenges of combining work and family, and are willing to work together to achieve the best for their children. As a result, the children of this generation can count on a listening ear and attention to both their practical needs and their feelings.
In short, the parenting style of millennials ensures that Generation Alpha grows up in an environment where they are heard and where their opinions count. This makes them unique and allows them to play a greater role in the choices made within the family.
5 Characteristics to Reach Generation Alpha
Human8 and Transfer’s research revealed five salient characteristics of Generation Alpha. These insights are crucial for brands and companies looking to appeal to this new generation.
#1 Digital Natives
Generation Alpha is the first generation that has really grown up with technology. 35% of these children even have their own tablet, 27% a laptop and 50% a phone. Gaming is also an important part of their lives: 90% like it and 40% of kids over 7 play popular games like Roblox, Minecraft or Fortnite on a weekly basis. Brands need to realize that technology and gaming are an integral part of this generation’s lifestyle.
#2 Purpose and Meaning.
This generation, also called mini-millennials, values purpose and meaning. Topics such as climate change, diversity and inclusion are important to them. This affects their families; 1 in 4 children ask their parents to save energy or recycle waste. It is essential for brands to respond to this and show social commitment.
#3 Media Use.
Almost every respondent indicated that they use YouTube on a weekly basis, which is just slightly more than gaming. Commercials on YouTube and TV are important sources of inspiration for products, especially around the holidays. In addition, 40% of 12- to 14-year-olds reported using e-commerce sites to request products from their parents. Thus, Generation Alpha is skilled at finding information and products online.
#4 Screen Bonding
Although TV programs are still popular, they are often watched on a delayed basis via streaming services. This leads to the phenomenon of “screen bonding,” where Generation Alpha watches TV with their parents as a moment of connection. 78% of parents watch TV with their children several times a week, with the children often making the choice of which programs to watch. Unlike Generation X, which viewed screen time as a negative, millennials see screens as an opportunity for learning. Six out of 10 parents believe gaming is good for their children.
#5 Entrepreneurship
Generation Alpha shows a strong interest in entrepreneurship; 44% have a clear desire to start their own business. This percentage even rises to 57% among 12- to 14-year-olds. It is important for brands to capitalize on this and provide opportunities that support this entrepreneurial spirit. In addition, professions such as YouTuber or influencer are popular dreams for this generation.
With these five characteristics, brands and companies can develop strategies that match Generation Alpha’s unique needs and desires.
Gene Alpha Achieving Effectively
Human8 has further researched the above characteristics of Generation Alpha and will present at the conference “Kids and Youth” on June 18, 2024 will take an in-depth look at several crucial questions. Joeri Van den Bergh will share concrete examples based on previous research and brand new analysis from Spring 2024. Some of the key questions that will be addressed are:
- What does the living world of Generation Alpha consist of?
- What brands do they like (and especially why)?
- How do these preferences change by age group?
- How do you make a brand more appealing to Alpha children?
- What product categories and brands do they influence in terms of purchases and how do they express that influence?
- What can brands do with these findings?
By understanding these aspects, brands can adapt their strategies to effectively address the needs and desires of Generation Alpha.
Kaya
EN 
NL