Marketing for Gen Alpha
May 26, 2021
We are assuming you have noticed the antagonism between boomers and millennials. And the slight discord between millennials and GenZ. The internet took to ok-boomering generational opinion difference and the realisation that each subsequent generation is starkly different from those preceding it surfaced. From the jibes and meme-ing, the epiphany that each generation has had a significant impact on the world emerged.
On that note, let us tell you something. With this information, you’ve struck marketing gold.
All set to conquer the world next is the digital-first, hyper-aware, socially conscious, materially endowed, tech-forward, multitasking Generation Alpha. It is a generation that will compel the marketing industry to change the way it looks at things, and therefore, revolutionise how we project what we perceive. We are talking about optimising for an audience that is still in the making. Yes, we need to do this now because marketing transitions must be gradual to seem evolutionary, organic, and seamless.
A few things will have to be kept in mind while drafting marketing plans for Generation Alpha. First off, information will have to be no-nonsense, straight-to-the-face genuine, and dissemination will have to be personal. This generation has lived at the intersection of technology and humanity. It is likely to be immune to propaganda and conspiracy. The internet has parented a generation of innate fact-checkers.
Secondly, a world sensitised to mental health, and ethical consumption is the only world these kids have known first-hand. Brands must refurbish entire business models to appeal to Generation Alpha. As a materially wealthy generation, these children are likely to consume more, but consciously. One can anticipate a generation that actively questions, changes, and cancels.
To Generation Alpha, technology has not been a privilege but a necessity- an essential component of daily life. With the emerging discourse around internet privacy, these children are less likely to provide their data to internet forums, which means that each marketing agency will be at an information deficit. Moreover, with better access to tech-forward healthcare and the means to avail it, Generation Alpha is likely to lead longer, healthier lives with more employable years. This will drastically increase their spending capacity. As the social media (Instagram and TikTok) generation- individuals obsessed with posting everything for the world to see- they are likely to channelise their financial resources in the experience economy for everyday content generation. The marketing industry will have to adapt to these fundamental behavioural changes in consumers.
These predictable changes necessitate changes in the delivery of information for digital natives living entirely digital narratives- and the industry needs to make shifts now.