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Generation Alpha: who are they and what do brands need to know about this generation? With every new generation, marketers have to grapple with a new set of customs, behaviors, and influences. Here’s why your brand should start thinking about this new generation that is already shaking up the marketing world.

The Impact of Generation Alpha

Who are they?

Born between 2010 and 2025, Generation Alpha is the new kid on the block. A tech-savvy, diverse group that is taking everything marketers have learned about Generation Z and putting it on steroids. They’re the first full generation to be born completely in the digital world—something that will significantly impact their current and future buying behaviors and perceptions of marketing. With unparalleled reliance and access to technology, this generation has remarkable purchasing power, tapping, browsing, and buying on their parents’ iPads (or even their own).

Why should brands care right now?

So, why should brands care about a group of children who aren’t old enough to open a bank account? Arguably as persuasive as the top-billed influencers pushing protein powders and Too Faced cosmetics on TikTok, Generation Alpha are influencers in their own right, influencing the purchases of their parents like no generation before.

There’s a reason why when you turn down aisle five of your grocer that all of the sugary, colorful, kid-centric cereals are located on the bottom shelves. Visibility! Real estate on shelves is more contrived than you may think. So eagle-eyed kids looking for their next sugar fix can ask, whine, or cry for that big box of Cocoa Krispies.

The point is, you shouldn’t count out the kids if your target market can be influenced by them. And even if your market isn’t directly influenced by Generation Alpha, in a few blinks, they’ll be spending their own money and brands will need to know how to approach them ahead of time.

Reaching Generation Alpha

Because technology will be so ingrained in this generation’s experience, reaching them will be tech-based, utilizing apps, the web, and other digital platforms like AI and VR.  However, marketers can only rely on the previous generation’s pattern of behavior to predict what may and may not work in communicating with Alphas as they grow.

Gen Z and Millennials have introduced us to a new way of looking at how brands intersect with technology, social good, and socio-political advocacy. It’s predicted that Generation Alpha will only expand on that demand, as their attention and time are too valuable for hollow brands vying for their engagement.

It’s safe to say that Alphas will care more about quality service and products, convenience, and technological advances from the brands they follow. Keeping one step ahead and positioning your brand for their reception can make all the difference when they come of age.

Want to learn more about generational marketing? Read our blog on what brands and marketers need to know when crafting messaging for different generations on social media.