Generation Alpha, born between approximately 2010 and 2024, is the new force in town to watch. Often seen as skilled navigators of a digital world dominated by smartphones, social media, and AI, Generation Alpha is more than just a “tech-savvy” generation; industry insiders say they are truly digital world-readers. They are said to be the first generation born in the -INTERACTIVE spoke.
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This generation is also growing up From Millennial parents who are open to positive, inclusive approaches to parenting, including gentle and respectful parenting. As a result, an entire generation becomes more assertive, confident, and influential in decision-making from an early age. said Haniza Ramli, Director of Data and Insights, Media.Monks.
Citing an example from his own life, Mr. Leung Chun, creative partner at Sunny Idea Hong Kong, said that as a father of Generation Alpha, he realized how curious they are and how much they love interactive learning. He said he is doing so. “Their focus shifts quickly, just as adults multitask between different tasks and applications at once. They express strong opinions on a variety of topics and brands, and from an early age and environmental issues,” he said.
The unique digital savvy characteristics of Generation Alpha
Emmanuel Saba, chief strategy officer at TBWA\Asia, says what sets them apart is their unique digital education. They have never known a world without smartphones and the internet, but their parents are different in that they are keenly aware of the risks associated with excessive screen time and its impact on neurocognitive development.
As a result, these children are raised with a more balanced relationship between the physical and virtual worlds, allowing them to seamlessly navigate both and get the most out of each, he said.
To add more, Haniza Ramli, Director of Data and Insights at Media.Monks, shared the screen It's not something this generation needs to learn how to use, it's a natural extension of their daily lives. In fact, IMarkets such as Hong Kong According to OMD HK's Young Star Report, Gen Alpha, like Gen Z before them, looks for localized video content, spends a significant amount of time on music, and uses search engines to actively protect their data privacy. Mainly dependent on social media.
How should marketers approach them?
Considering the characteristics of Gen Alpha, Saba suggested that brands need to connect with them in two ways:
- Beyond standardization: Brands need to recognize and empathize with Generation Alpha to cater to them. For example, Kellogg's in the US partnered with Autism Speaks to create sensory-friendly packaging for its Rice Krispies treats, featuring “love notes” of varying textures such as smooth, bumpy, and soft to promote inclusivity. I did.
- Give them permission to create: Gen Alphas have more opportunities to explore their passions thanks to micro-influencers and niche communities. They want a platform where they can create, co-create and showcase their talent.
I agree with Mr. Saba's opinion. Shahriza Badron, general manager of FCB Shout, said the Alpha generation expects authenticity, interaction and personalization. WWith access to endless information and the ability to confidently express their opinions, Gen Alphas have excellent negotiation skills. They are empowered and well-informed, so they know exactly how to get what they want.
“These kids have grown up customizing everything from playlists to recommendations, and they're not going to respond to one-size-fits-all messages. What's important? Be realistic, be engaging, “We're ready to co-create. It's not about pushing products. It's about building relationships.”
Monks' Ramli said that in addition to offline and hybrid engagement, brands can also tap into this segment through digital engagement such as gaming, social media and short-form videos. “The maturity of this generation’s brands is also notable. While previous generations grew up with distinct ‘tween’ brands, the Alpha generation “They're drawn to mature brands that cater to their parents' tastes,” she said.
“Rather than shopping at tween-specific stores, they enter the same places their parents frequent, like Lululemon, Sephora, and Target, and expect to be treated with the same respect as adults.” ” she added.
The power of alpha generation
In terms of marketing spend, Generation Alpha is expected to drive US$5.46 trillion in economic activity by 2029. According to Basic Technologies, 2.8 million members are created every week around the world. Additionally, he said this group of young people can also earn money on their own by becoming influencers or selling online. Terry Tsang, director of The Narrow Door.
“Leveraging the most popular social platforms among Gen Alphas, such as YouTube and Tiktok, can help drive conversions by shaping their preferences and brand perceptions. Brands are focusing on personalized online experiences. “We need to develop loyalty by targeting people,” he added.
Beyond the individual level, Generation Alpha is also changing the way their parents think. According to Canvs8's 2024 APAC Gen Alpha Snapshot survey, 85% of APAC parents say their children explicitly request products they see online, meaning Gen Alphas have a huge impact on family decision-making. It reflects the influence you have.
Generation Alpha is seen as a leader who can influence family discussions. TBWA\Asia's Sabbag said about traditionally adult themes such as social justice and environmental responsibility. “Despite growing up in a time of climate insecurity and political unrest, they remain optimistic and determined to make a positive impact.To connect with Generation Alpha, brands need to build on their commitment to a better future. We need to tap into the desire,” he added.
In the Asia-Pacific region, Monks said parents remain highly involved in filtering their children's purchasing decisions, especially when it comes to balancing children's desire for trendy products with their own values such as sustainability and quality. Ta. Ramli.
“Brands in APAC often sell family-centered messaging that appeals to both generations, such as: ziggy zaza We create fun, sustainable clothing that engages children while meeting the demands of environmentally conscious parents. “The balance between parental influence and children's preferences is key to successful conversion in this region,” she added.
Leon Chun, creative partner at Sunny Idea Hong Kong, said marketers need to start thinking about interactive content that grabs attention in a short amount of time. “It’s also important to align your message with children’s values. Children tend to prefer brands that support causes they care about, and that’s important for both them and us as parents. “It resonates with people,” he added.
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