Alpha bravo

Who are Gen Alphas and why should we be thinking about them?

Gen Alpha refers to the generation born between 2010 and 2025. As of 2024, the oldest members of Gen Alpha are just 14 years old. However, they are regarded as a `landmark generation’ as they are expected to be the largest generation in history at more than two billion people, and will be the consumers of tomorrow significantly influencing retail strategy for years to come.

We look at the trends that are shaping Gen Alpha's behaviours and explore how these differ from Gen Zs:

Technology 
Gen Alphas are the most digitally savvy generation yet, spearheaded by increased ownership of technology devices. Tablet ownership has given rise to the nickname `iPad Kids' with good reason, as 43% of Gen Alphas have a tablet before the age of 6. More complex technologies such as video game consoles became popular as Alphas became older with 55% owning an Xbox, PlayStation, or Nintendo Switch by age 7.

By the age of 10, 58% of Gen Alphas had a smartphone. It is interesting to note that early adoption of the latest technology is ingrained into Alpha in a way that it is not with Gen Z. 63% of Alpha value having the newest technology, whereas only 31% of Gen Zs agree. This presents a commercial opportunity for technology companies going forward to take advantage of Alpha’s insatiable appetite for the latest electronics. Furthermore, brands must take advantage of digital marketing accessed through these devices to appeal to Gen Alphas.

Brands
Gen Alpha's connectivity to the internet from a younger age  - more than any other previous generation - has resulted in accelerated brand maturity. Brands that may have previously been perceived as adult brands are now sought after by Gen Alphas. Digital marketing through YouTube, TikTok, and Instagram exposes this geneation to these brands with influencers marketing products to younger audiences.

YouTube is a particularly important tool for companies aiming to capture Gen Alphas' spending; 51% Of Gen Alpha’s first hear about brands through YouTube videos. They have largely similar taste when it comes to brands as Gen Zs: eight out of ten of the top 10 favourite brands for each generation are the same (Amazon, Netflix, Nintendo, Target, Disney, Nike, Walmart, and Apple).

Gaming
70% of Gen Alphas say that they game almost every day, far higher than 48% of Gen Zs. This is arguably one of the most significant trends to consider when looking at Gen Alphas - both as a commercial opportunity, but also as a wider cultural phenomenon. It is important to not just consider gaming as a source of entertainment; we need to increasingly recognise its importance as a medium through which Gen Alphas expresses creativity. They are twice as likely to view gaming as a means of expressing creativity than Gen Z.

Brands such as Minecraft and Roblox are particularly popular with this generation. They use gaming as a social hangout space, with 57% stating that they speak to their friends online while they play. Therefore creativity, teamwork, and socialising are all important factors to consider when marketing products to Gen Alphas.

Social/environmental awareness
Gen Alphas follow in the footsteps of Gen Zs in their perspectives on social and environmental matters. They see diversity in the media and advertising they encounter. As brands devise their marketing strategies, prioritising diversity holds increasing importance, both from a commercial standpoint and a cultural one.

Gen Alphas exhibit heightened climate consciousness, often factoring sustainability into their consumption choices. For businesses, transitioning to sustainable packaging, reducing reliance on oil-derived products, and minimising carbon footprints are all crucial trends to address.

Growing concerns over sociability
It is important to note that although Gen Alphas are more tech-enabled than any previous generation, this also comes with potential challenges. There are concerns that some Gen Alphas struggle in social situations due to numerous factors, including a lack of classroom socialising because of COVID-19, as well as their increased preference to socialise online as opposed to in person. This has the potential to have knock-on effects for retailers. Gen Alpha's preference to use the internet in all aspects of their life will impact store design and the multichannel experience and increase services such as online delivery and click and collect, where human contact, and therefore socialising, is lessened.

Gen Alphas are set to shake up the retail landscape. It is important for retailers to consider their needs moving forward to ensure continued appeal and relevance to the 'consumer of tomorrow’.

Charlie Gaisford