Born between 2010 and 2024, Gen Alpha is forecasted to become the largest generation in history, reaching more than 2 billion people by 2025, according to predictions from GWI. You may think Gen Alphas aren’t your “core audience,” and while on the surface that may be true, their size, influence and likely impact are too significant to ignore.
“These consumers are growing up faster than the generation that came before them,” said Matt Smith, Trends Manager at global consumer research company GWI in an interview with Retail TouchPoints. “By taking the time to understand their thoughts and behaviors at an earlier stage, and talking to them with authenticity and respect, brands have the chance to resonate sooner and build a connection to last a lifetime.”
Here are three key things to know about Gen Alpha, courtesy of a recent Consumer Analysis Report from Retail TouchPoints:
They’re Technology-Enabled, Not Technology Obsessed
Sure, these consumers grew up with technology, so you would assume that they’re hyper-reliant on it. But experts indicate because technology is a normal part of their day, there is no novelty and, therefore, no hyper-connection or addiction. While research from GWI found that the number of 12- to 15-year-olds purchasing items online has increased by 20% since 2021, only 20% of Gen Alphas said they would like to spend more traffic online.
“A notable characteristic of Gen Alpha lies in their empowerment by technology rather than dependence on it,” said Dani Mariano, President at Razorfish. “Many Alphas have owned digital
devices from a very young age, and the prolonged use has diminished the novelty associated with screens. Unlike Gen Z, Alphas, out of necessity due to online learning during the pandemic, acquired personal devices at an even earlier stage in their lives. By the age of six, a majority of them already possess a tablet, and by the age of 10 most have their own smartphone.”
Strategic takeaway: Although digital channels are key for reaching and engaging this cohort, think about how you can resonate with them through physical experiences, whether that be through your in-store environment, pop-ups, events or activations.
They Have Strong Values
In many ways, Gen Alpha is learning from their Gen Z peers and are focusing more on how their behaviors influence the world at large. They want to do business with brands that align with their values and beliefs, whether it be social, emotional or environmental. In fact, 92% of these consumers say it’s important for them to be true to themselves. In some cases, that means showing their power through their purchase decisions. In others, that means expressing these views, learning new things that inform their beliefs and, of course, standing up for others.
Strategic takeaway: Sure, not every business needs to be a “values-based business,” but these consumers want to have a clear understanding of who your brand is and what it represents. Think critically about how you want consumers to feel when they interact with your brand, products and people.
They Are Eager to Discover Brands
Gen Alpha is hungry for content, especially if it educates them about new trends, brands and products. Half of these consumers learn about brands through YouTube videos, however, they’re also turning to TikTok and Instagram to see what’s trending. And most of the time, these consumers aren’t following brands; they’re following people. Specifically, they’re following creators who have built businesses around educating the masses — and influencing their purchase decisions. It’s these behaviors that have led to brands like Stanley and Drunk Elephant going viral.
Strategic takeaway: This is a ripple effect too powerful too ignore. Instead, think about how you can build creator relationships and tap into their reach and expertise to resonate with Gen Alpha consumers.
Want to learn more about how your small business can reach and resonate with Gen Alpha consumers? Click here to download the complete Consumer Analysis Report.
