In the past two decades, businesses had a tough job adjusting their marketing and sales policies and strategies to suit the likes of the most personalized generation of that time, Millennials. With the arrival of our youngest generation – dubbed Generation Alpha – the children of Millennials, things are changing in an even more accelerated manner.
Today’s kids are taught to expect a personalized suggestion after they watch a video or search around the web, especially on YouTube. In spite of legal limitations, which do not allow these tech companies to promote and adjust content to the personal preferences of minors below the age of 13, kids are still being exposed to personalized content.
In order to learn more about our youngest, most tech-driven generation yet, an independent agency, on behalf of Domain.ME conducted a study on Gen Alpha. Here’s what we learned.
Positive Impact of Technology
With all the changes brought on by technology, one thing remains the same throughout all the generations: it’s a push forward, for better opportunities and experiences. Generation Alpha is no different (in that aspect) than any other generation before it. These kids, referred to by some as “the unintentional global experiment”, have indeed become trailblazers in a way.
While their parents were introduced to technology in their late youth or early adulthood, only 2% of Gen Alpha has no personal touch with any kind of technology. This has led to some positive outcomes. For example, 54% of parents claim that tech has helped their children make positive and meaningful social connections, while 24% of Gen Alpha kids prefer to spend more time with their friends online than in person.
Even then, it seems that spending time online is beneficial for these kids since when they do chat online, it appears to be helping them build friendships. When chatting is done online, the barrier of social anxiety is gone; thus, children feel more relaxed and within their own “territory.”
But it is not only the social part of these kids’ lives that was influenced by technology in a beneficial way. In fact, 87% of parents stated that technology has aided their children in becoming better at school.
How to Approach this Generation?
Gen Alpha has, unlike any generation before, changed how family decisions are made. Instead of simply being told what to do, Gen Alpha kids have their say at the table, which may be a consequence of having Millennials for parents. No matter the reason, their voices matter.
Gen Alphas have their say in what type of holiday the family will go to, as well as what type of technology will become a part of the household, due to their exposure to the digital world and defenselessness against advertising. This generation requests inclusion, a hands-on approach, and does not like being taken for granted. Most of all, they prefer personalization. Until recently, it was difficult for two generations to find common ground, but Gen Alpha has a unique relationship with their parents, in which they are seen more as equals. However, Gen Alpha has bigger purchasing power than their parents had at the same age.
When it comes to social media platforms, this generation steers clear of Facebook, Twitter and other platforms used by their parents and grandparents. Instead, Gen Alphas prefer platforms such as TikTok and YouTube, as well as anonymous social networking apps where they feel freer and have more control of the content since the conversations are not public.
What Makes Gen Alpha So Special?
For Gen Alpha kids, change happens more frequently than it did with previous generations, which will also include more career changes as they grow older. Urban environments are more prominent than suburban ones, according to the social researcher Mark McCrindle, who coined the term “Generation Alpha.”
Defined by technology and its advancements, this generation was born with iPads glued to their cribs. For them, technology is a part of them and their realities, rather than seen as something separate from them to which they need to learn to adjust. These kids are already influencing their generation and generations beyond with influencers such as Ryan’s ToysReview on YouTube.
Bottom line: This is a generation to watch out for.