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August 2024
They’re known as screenagers whose sphere of influence revolves around TikTok, YouTube and Fortnite. But aside from being the most technologically literate age cohort on the planet, how much do we really know about Generation Alpha?
A recent survey by research group McCrindle found that Gen Alpha is poised to wield an unparalleled economic influence with their economic footprint projected to reach an incredible US$5.46 trillion by 2029.
But the question confronting Australian youth-oriented brand guardians seeking to capitalise on the purchasing decisions of this influential demographic is how best to rizz up the country’s 4.6 million young people from babies to 14.
Resolve, a Media Precinct Group company (TMP), has undertaken a deep dive into the nuances of the emerging youth market in a project called Decoding Generation Alpha.
According to TMP strategist Jack Geraghty the research shows that biological, psychological and even commercial maturity begins earlier in this age cohort than any past generation.
Geraghty says Gen Alphas are a physically over-sheltered and digitally over-exposed demographic that likes to imitate what they see on their screens because much of their childhood has been deprived of real-world experiences.
Their attention is more finite than in previous generations, likely because 80% of them own a smartphone before entering high school.
They have little experience of social cues and therefore hold an expectation for personalisation and immediacy. What this means in real terms, he says, is that they are only able to tolerate a short timeframe between “want” and “get”.
While it’s important for brands to influence shared family conversation and how children are interfacing with their parents, the research shows this generation is also much more literate when it comes to technology and information processing than Boomers, Millennials, Gen Xers or even Gen Zs.
“It allows them to form opinions and make choices independently, but it has also made them more sophisticated consumers than generations before them. This really impacts the messaging and how we currently speak to them,” Geraghty says.
A changing familial structure has also influenced the way children in this age group express their wants and needs, the research showed.
While “pester power” remains current, the adoption of gentle parenting techniques means Gen Alphers are more likely to thrash out deals with their parents almost like a sale, with most in this age group negotiating with their parents an average of six times a day.
“Gentle parenting acknowledges a child’s feelings and motivations behind challenging behaviour, resulting in children being given more autonomy over their decisions. Kids have always wanted to play by their own rules but for the first time, parents and brands are encouraging it.”
Resolve’s head of content Lauren Gibb says the agency’s insights also revealed that Gen Alpha has forced a significant change in traditional customer pathways with social media becoming the default place for them to create, build, shop and share. It’s also where they look to become inspired, she says.
“Community is now the pathway to cool. Gen Alpha don’t want to be told what’s cool they really just want to be given the tools to figure out what’s cool for themselves.”Gibb says from a brand perspective the key element to ensuring your message connects with Gen Alpha is to make sure you offer them authenticity. “You really need to consider the variety of what you’re selling, how it can be personalised and how it’s going to make these Gen Alpha kids feel. The crux of it is that it’s all about them - and if they can’t get exactly what they want from you, they’ll get it elsewhere.”
Media Precinct and Resolve have jointly released a free online workshop sharing its insights to help marketing managers, social media champions and brand guardians learn more about what makes Gen Alpha tick and the influences that shape them.
Marketers will be given access to two deep-dive eBooks exploring Gen Alpha for brands while workshop attendees will also be invited to book a tailored discovery session, exploring the unique opportunities for their brand.
To find out how you can better market to Gen Alpha from an organic and paid content, creative and media perspective reach out to the Resolve and Media Precinct teams on 02 8081 2660 or contact us here.
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