Generation Alpha: Rising Beyond Gen Z

Just when you thought you’d cracked your youth marketing strategy, a new audience arrives. Gen Z are growing up, some of them are in their mid twenties now. They’re no longer the new kids on the block. Instead, we need to talk about Generation Alpha. 

Referred to as Gen A, these successors to Gen Z were born between the early 2010s and mid-2020s, currently ranging from 0 to 13 years old. Positioned as the upcoming generation, understanding Gen A now is the key to brands securing their future. Here’s the complete lowdown.

Digital Natives From Day One
Gen A’s upbringing revolves around digital immersion. They’ve grown up with seamless access to connected devices, starting from their earliest days. Astonishingly, 90% of young children have used handheld electronic devices by their first birthday, and in some instances, even a few months old. Selfie-taking and mobile gaming come naturally to this generation even before they learn to articulate.

The COVID Impact
Nicknamed Generation C, they’ve experienced a significant event in their formative years. For some this will mean their first 18-months was spent in and out of lockdowns, for others this meant home schooling, and for many this meant spending more time with their parents in the home environment.

Raised by Millennial Values in the Age of Social Scrutiny
The first generation to have their parenting influenced – and in many cases scrutinised – by social media. Gen A are being brought up by millennials who value positive parenting, local and organic goods, gender equality and co-parenting as well as a strong understanding of technology.

They’re not just media consumers, they’re co-creators
Media consumption takes on a novel dimension for Gen A. Platforms like TikTok and Roblox foster active participation and co-creation. Gen A isn’t content merely being consumers; they shine as co-creators, confidently stepping into the limelight.

Crafting Identity in a Hyperconnected Sphere
Empowered by limitless connectivity, Gen A is exposed to a tapestry of global information, viewpoints, and influencers. In stark contrast to past generations, their knowledge landscape is unbounded. This influx of diverse insights shapes them into independently minded individuals who carve their own trajectories, guided by a plethora of perspectives.

This means that they’re more individual, they’re building their own path and deciding on who they would like to be influenced by. They’re informed and conscientious individuals who are looking to make their mark on the world. 

The Cusp
The Cusp