For brands looking to remain relevant and attract new consumers, Gen Z is currently their primary target market. But a brand-new generation, Gen Alpha, is anticipated to change the marketing scene radically.
Who is Gen Alpha?
All children born in or after 2010—the same year the iPad was introduced—make up Gen Alpha, the group that comes after Gen Z. The bulk of this group is under the age of 12, while the oldest will become teenagers in 2022/2023.
As they are the offspring of Millennials, they are also referred to as ‘Mini Millienials’ but also because they seem to have an extremely close relationship with their parents and are most likely to share their parents’ purchasing patterns.
What is Gen Alpha Like?
Based on their parents’ picky choices, Gen Alpha will most likely pick the same brands and products for themselves, not only because there is a sense of familiarity, but also because they are already aware of subpar imitations and have already developed a refined taste for good quality products and industry-leading names.
Having been constantly exposed to global events through their various devices, being introduced to teen activists like Greta Thunberg and experiencing the impact of the pandemic first-hand, ‘mini millennials’ are far from ignorant of the changes we are seeing in the world. Issues like social justice and climate change are likely to be very important to them.
Gen Alpha already interact with the digital environment differently than other generations. They are accustomed to content that offers an opportunity to contribute rather than merely consume, thanks to platforms like TikTok and YouTube.
Gen Alpha is also more connected than ever due to growing up in the age of social media. In a 2022 survey by market research company GWI, it was found that 38% of children said they spend most of their time on social media after school. GWI said the number increases by 43% on the weekends.
Targeting Gen Alpha
So given what we know about the generations and how they are likely to behave when they have real spending power, these are the best ways that brands can market themselves if they want to hold the attention of ‘Mini Millenials’.
Prioritise authenticity and transparency
Because Gen Alpha will be socially conscious, they will also be aware of the long-term effects that various goods, services, and sectors of the economy have on the environment and society. Brands therefore will need to be open and honest about their goals, effects, and efforts to address problems.
In order to be transparent, your business must also acknowledge any positive or negative impact it may have had on global warming and social justice.
Kids of the Gen Alpha generation are developing during a massive boom of content produced, where everyone has the opportunity to contribute their creativity to platforms – TikTok being the perfect example. Given this, it’s critical that businesses and brands devise strategies for providing possibilities for this generation to contribute rather than merely purchase.
Utilising interactive marketing strategies like user-generated content, which let consumers participate in the experience, is one method to do this.
Gen Alpha will enjoy learning, especially when it comes to cutting-edge technologies. Therefore, providing interactive marketing tools that highlight the many characteristics of your products might also spark their attention if you are a tech-based firm or brand.
Create content that connects
Gen Alpha is and will still be heavily reliant on social media and online groups, therefore in the future, companies will need to use interactive social media marketing to reach Gen Alpha where they are.
Brands will need to be clever about how they interact with Gen Alpha since it is anticipated that they will be the generation that is most socially and technologically informed to date. Even though we still know so little about this generation, the knowledge above can help your brand get ready to wow them in the future.