
Generation Alpha is the
group of people born in 2009 until the early to mid-2020s. We recently spoke with Ashley Fell, a co-author (with Mark McCrindle) of the book “Generation Alpha,” which helps marketers
understand this new generation. Below are excerpts of our conversation, edited for clarity and length -- a follow-up to a conversation we had with professor Jean Twenge about Gen A last month.
Marketing Daily:
What are the main differences between Generation Alpha and previous generations?
Ashley Fell: Generation Alpha will be the largest generation, since we have a greater
population than ever before. This cohort will live for longer and will be more culturally diverse compared to former generations.
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Technology makes them the most globally connected generation
ever, and they will work, study and travel between different countries and multiple careers.
While previous generations have been shaped by technology, we see Generation Alpha as being
distinctly digital, global, mobile and visual.
We predict we’ll eventually find Generation Alpha more virtual than digital, with the rise of the metaverse taking place in their
formative years and many already operating in early prototypes of it (such as Minecraft, Roblox and Fortnite).
Marketing Daily: How can you be sure of differences between generations? For
instance, my sister was born in 1964 and I was born in 1968. We're of different generations, but the 4-year gap between us isn't really that considerable. How can you really say we're from
different generations?
Fell: The word generation describes all of the people born within a similar time range, and we have found the most helpful span to be 15 years.
People born in a similar era are influenced by the same events, social markers and emerging technologies. This shared experience, particularly in their formative years, gives those within a generation
a connection and collective identity.
This cohort experience creates shared perspectives, expectations and a sense of connection among people. It also leads to differences across other
generations. However, if people are near the start of end of a generation, sometimes they identify with the characteristics of two generations -- and we call them “cuspers.”
Marketing Daily: How can you make broad assumptions about Gen A when they're so young?
Fell: We can predict a fair bit about Generation Alpha by analyzing the
demographics, which give us some forward forecasts: age of parents (older), cultural mix (more diverse), socioeconomics (slightly wealthier), family size (smaller), life expectancy (longer).
Then there is the research on their parents, the millennials (or Generation Y) which gives us a sense of how Gen A will be raised. Gen Y members generally move and change careers frequently, are
materially endowed, technologically supplied, and outsource aspects of parenting such as childcare.
Finally, there is the analysis of Generation Alpha themselves in their formative years. We
can learn a lot from this too, observing this group’s app-based play, increased screen time, shorter attention spans and digital literacy -- but less social formation.
Marketing
Daily: How should marketers approach Gen A to be successful?
Fell: The generations before Alpha have been marketed to so frequently and from so many different angles
that there’s a savviness to them, which will be emulated by Generation Alpha. This new generation will, in general, make decisions based on peer recommendations, social media influencers and
their personal values.
As they grow up, they will also be looking to a company's sense of social responsibility, because they want to interact with those that “do the right
thing.”
A company that has eco-friendly credentials can help increase consumer trust by showing Generation Alpha, and their parents as well, that it's environmentally and socially
responsible.
Marketing Daily: What's the wrong way for marketers to approach Gen A?
Fell: While they are the youngest generation, Generation Alpha have brand
influence and purchasing power beyond their years. They shape the social media landscape, are the popular culture influencers and the emerging consumers. By the end of the 2020s, they will be moving
into adulthood, the workforce and household formation.
I think the wrong way forward is to treat them like previous generations or underestimate them. Instead, I would advise brands to listen
to this generation – and, where possible, to include them in the conversation and solutions.