Brands aiming to connect with the next wave of consumers must deeply understand the evolving habits of young people. Generation Alpha, those born between 2010 and 2024, are reshaping the marketing landscape with their unique perspectives and inherent digital fluency. This generation,the largest since Gen X,is poised to wield important economic power,making it crucial for businesses to adapt and understand their preferences. A recent event hosted by The Kite Factory,in partnership with Source Nine Insights,delved into thes shifts,featuring insights from speakers representing Truant,Snapchat,and Glomotion studios. Discussions centered on Generation Alpha’s core interests, their online behaviors, and how brands can authentically integrate into their lives, all while considering their future shopping habits.

Generation alpha is projected to command a staggering £4.32 trillion in spending power by 2029. Their influence on household spending is already critically significant, driven by changing attitudes toward parenting and a deep integration with digital technology. Understanding this generation’s behaviors, wants, and needs is crucial for the advertising industry. Ruby Carter, Cultural Strategist at Truant London, emphasized the importance of looking beyond stereotypes, urging marketers to “Don’t turn away from what​ you don’t understand.” This sentiment underscores the need for a nuanced approach to understanding this complex generation.

The Digital Native Dilemma

As the first generation of true digital natives, Generation Alpha navigates a landscape of both opportunities and challenges.While online platforms facilitate self-expression and community building, they also expose young people to the potential harms of social media and polarizing content. The rise of “rage bait” and exposure to harmful online figures are significant concerns. With nearly two-thirds of 12- to 15-year-olds preferring to skip ads, brands face the challenge of engaging Gen Alpha while being mindful of the potential negative impacts of excessive online engagement.This presents a unique challenge for marketers who must find innovative ways to capture their attention without resorting to intrusive or manipulative tactics.

the Gen Alpha Playbook: Shifting Attitudes and media Consumption

Lydia Martin,Strategy director at The Kite Factory,presented the agency’s research,highlighting the changing attitudes toward child-rearing and authority. While 39.6% of the Silent Generation (born before 1946) agreed that “children should be​ able to express themselves freely,” this figure jumps to 67.8% for Millennials (born between 1981 and 1996). This shift reflects a broader cultural change toward valuing self-expression and autonomy in children. This evolving dynamic necessitates a more collaborative and respectful approach from brands seeking to connect with Generation Alpha.

Furthermore, Generation alpha’s media consumption habits differ considerably from previous generations. the Silent Generation experienced top-down media with broadcast and mass communication, while Generation Alpha engages with decentralized media characterized by democratic digital communications that are personalized and on-demand. This shift requires brands to adopt more targeted and engaging strategies to capture their attention. The era of mass marketing is fading, replaced by a need for personalized and interactive experiences.

The COVID-19 pandemic has also profoundly impacted Generation Alpha, leading to increased isolation. According to research, 19% of parents report that their child has no friends or not enough friends, while 21% say their kids struggle to make friends due to shyness. This “lonely generation” has been cut off from normal social interaction at pivotal developmental stages, delaying their independence and altering their socialization patterns.This isolation has further amplified their reliance on digital platforms for connection and entertainment.

Generation Alpha spends a significant portion of their online time on streaming services (23%) and YouTube (23%), followed by TikTok (17%) and Snapchat (15%), with only 10% spent watching customary TV.This preference for digital platforms underscores the need for brands to prioritize online channels in their marketing efforts.Though, 64% of 12- to 15-year-olds express a preference for “technology that allows me to skip ads,” posing a essential challenge to the advertising industry. This highlights the need for non-intrusive and engaging content that seamlessly integrates into their online experiences.

Another critical factor is the ever-shortening trend cycle. While trends previously lasted between 20 and 30 years, TikTok reports that the average shelf life of a TikTok trend is just 90 days. In this rapidly evolving landscape, brand loyalty becomes more significant than trend loyalty for marketers seeking to build lasting relationships with Generation Alpha. Building a strong brand identity and fostering genuine connections are crucial for long-term success.

The Empathy Framework: Connecting on an Emotional Level

Robert Harrison-Plastow, Founder & CEO of source Nine Insights, introduced the “Empathy Framework,” designed to help brands better communicate with young people by understanding their core emotional needs. These needs include autonomy, connection, security, meaning and purpose, play, and peace. Harrison-Plastow explained that by understanding why people behave the way they do, brands can work to fulfill their core needs or help them to be met.

If we can understand why people behave the way they do, we can work to provide their core needs or help them to be met.

Robert harrison-Plastow, Founder & CEO of Source Nine Insights

Shaping Culture, Shaping Connections: Beyond Stereotypes

Ruby carter of Truant London addressed common stereotypes surrounding Generation Alpha, emphasizing the importance of recognizing the complexities within this generation. She highlighted the vast differences among individuals of the same age group and urged marketers to understand their nuances. While some believe generation alpha will save the world from climate change or become the most progressive generation yet, Carter pointed out that some members of this cohort support controversial figures. This underscores the importance of avoiding generalizations and embracing the diversity within this generation.

Another stereotype is that this generation will abandon labels. While traditional labels may be less relevant, labels in the form of fandom are intensely important. Research from SuperAwesome found that “74% of young audiences feel more connected to brands that share their interests or engage with their passions in some way.” This highlights the power of aligning with their passions and creating a sense of community.

Carter also challenged the notion that Generation Alpha is exclusively a “chronically online” generation, despite 90% having held a digital device since age one. She highlighted the rise of IRL (in real life) experiences and meaningful connections, such as meeting friends in person and playing video games that heavily involve communication with peers. This emphasizes the importance of creating both online and offline experiences that foster genuine connections.

Carter urged marketers to ditch stereotypes and adopt three key strategies: actively engage with their world, embrace what they don’t understand, and recognize that this audience is constantly evolving. She concluded by emphasizing the importance of looking beyond age and considering non-age-based interests. This requires a continuous learning process and a willingness to adapt to their ever-changing preferences.

Snapchat’s Viewpoint: Engaging Youth Through Authenticity and Interactivity

Aiden Rouse, Head of mid-market, UK and Nordics, at Snap, shared insights into how Snapchat engages with young audiences. According to Snapchat, the app reaches 90% of 13- to 24-year-olds in the UK, a demographic they call the “Snapchat Generation.” Rouse explained that this group is drawn to the app as they are “fed up with traditional social media.” this highlights the growing dissatisfaction with traditional platforms and the appeal of more authentic and interactive experiences.

A study from The Netherlands found that Snapchat is the only platform that positively impacts wellbeing. Additionally, research indicates that over 90% of Snapchatters feel cozy, happy, and connected when using the app.Rouse noted that over half of Gen Z aspire to become creators or influencers, reflecting the democratization of influence through digital media. He also highlighted that Gen Z is “spending more on experiences than big buys like houses, as of the economic climate” and are passionate about presenting their most authentic selves. This shift towards experiences and authenticity is a key driver of their consumer behavior.

This emphasis on authenticity makes Gen Z adept at identifying inauthenticity, with 62% preferring to buy from genuinely enduring brands. They want brands that align with their values, such as Patagonia, and 73% are willing to pay more for lasting products. Augmented Reality (AR) can also contribute to more sustainable shopping habits, with 61% less likely to return an item bought after using AR try-on. This highlights the importance of aligning with their values and leveraging technology to enhance their shopping experiences.

Interactivity is another key element. Rouse stated that 91% are interested in interactive in-store experiences, 85% include friends in their shopping journey, and 81% want AR to enhance their in-store experience. With Gen Z’s spending power expected to reach $12 trillion by 2023, brands have significant opportunities to embrace and facilitate these buying preferences. This generation expects seamless experiences, tech enhancements, interactivity, and value-driven brands. Rouse concluded that these trends are likely to progress even further with Generation Alpha. The future of retail lies in creating engaging and personalized experiences that cater to their unique preferences.

Conclusion: Embracing Change and Connecting Authentically

Understanding Generation Alpha requires a shift in perspective, moving beyond stereotypes and embracing their unique digital fluency, evolving values, and desire for authentic connections. By prioritizing empathy, interactivity, and sustainability, brands can effectively engage with this influential generation and build lasting relationships in the ever-changing consumer landscape. The key lies in recognizing their complexities and adapting marketing strategies to meet their evolving needs and expectations. This requires a continuous learning process and a willingness to adapt to their ever-changing preferences.