Examining the next generation of future consumers: Gen Alpha

Marketing transformation leader Razorfish announced its second piece of research examining the next generation of future consumers: Gen Alpha.

“Our previous study showed us that Gen Alpha is full of digital natives who are purpose-driven and view gaming as a creative outlet beyond entertainment. That only scratched the surface, and we knew there was much more to learn,” said Dani Mariano, President at Razorfish. “We now know, among other things, there are shifts in how their parents view technology and how that technology may be impacting their interests. This generation is expected to have the greatest spending power in history, so marketers need to start understanding them more deeply.”

A summary on the main finds

• Positive shifts in parents’ attitudes toward technology. Despite mainstream fears of technology, the research shows parents of Gen Alpha are now seeing some of the benefits that technology plays in their children’s lives. 
• With exposure to technology and media, Alpha’s interests could be broader and more discoverable. By age 13, the research shows Alphas have as much, if not more, access to various devices than the average global adult, and 43% of them are using those devices to learn about what’s going on in the world. 
• Many Alphas prefer content that’s quick, easily digestible, and entertaining. Gen Alpha respondents’ most preferred mediums for learning are hacks, how-to videos, and DIY, while their top methods for learning are through games and interactive experiences. 42% of Alphas say they are interested in reading, down from 53% of Gen Z and Millennials at the same age.
• This cohort’s brand maturity may force changes to the traditional marketing playbook. When it comes to having a more grounded and adult perspective on brands, 71% of parents said their kids are well ahead of where they were at the same age.

“Authenticity appears to be of the utmost importance to Gen Alpha, and the fact that more than one third of them see creators as role models speaks volumes to how much authentic and relatable voices resonate,” said Josh Campo, CEO of Razorfish. “Brands can’t expect traditional tactics to slide by, because Gen Alpha is likely to hold them to a higher standard. Their heightened brand maturity at a young age is something organizations shouldn’t ignore as they prepare for the oldest in this group to reach adulthood in the late 2020s.”

Follow the link in the source description to find detailed finds and business recommendations. 

Source: www.razorfish.com