An alliance of Marketing & Communications solutions

Back to News

You may not have heard much about Generation Alpha until now, but they are making a strong impact. They are the successors to Generation Z, born from 2010 onwards, the same year the first iPad was released and Instagram was created.

The majority of Generation Alpha members are expected to be the children of Millennials, and it is estimated that this generation currently constitutes 17% of the global population.

Why is this generation called Generation Alpha? Well, the last three generations—Gen X, Y (Millennials), and Gen Z—mark the end of the Latin alphabet as we know it. To symbolize this novelty, this unique way of growing up in a digital world unlike any other generation, it was decided to break away from the Latin alphabet and start with the Greek alphabet.

Currently, Generation Alpha includes children up to 12 years old, so companies targeting this age group must delve into studying this generation: their preferences, concerns, and, above all, why they choose to consume a product or service.

A More Gamified Education

This generation will be characterized by shorter attention spans and an education where gamification takes the spotlight.

Before we know it, by the end of this decade, they will become part of the workforce and make their own decisions about which products and services to consume. According to the Australian consultancy firm McCrindle, Alphas will be the generation that spends the most time studying, lives with their parents longer, and enters the workforce later than previous generations.

All these factors are crucial when studying a generation that will start having their own resources later than others. Furthermore, it is expected that Alphas will be more solitary and will develop their relationships through the digital world (a society reminiscent of Ready Player One, the novel by Ernest Cline brought to the big screen by Steven Spielberg in 2018). Many of them will not know a life without social media and influencers, aspiring to become one of them.

Generation Alpha: 100% Digital Generation

Alpha will be the first 100% digital generation, which implies many changes compared to most previous generations (especially Gen Z and Millennials). Generation Alpha will grow up differently, learn differently, and relate differently. In essence, we are dealing with a generation that will grow up surrounded by tablets and gadgets, learning to click before they write, or even before they speak. They will have an unprecedented exposure to technology, and they must harness this exposure to maximize their personal and professional development.

There is a growing specialization in the job market, primarily caused by technology. Individuals are increasingly confronted with very specific and specialized tasks and problems. Automation will be an intrinsic part of future employment, and knowing how to use technology will be more essential than ever. Therefore, members of the new Generation Alpha will need to learn technical skills geared towards specialization for success in the job market.

The presence of new technologies will be more influential than ever before, and they will have everything at their fingertips with just one click.

Generation Alpha: The First Generation with a Futuristic Reality

Generation Alpha will grow up in a society that is radically different from ours. However, there are still mysteries to uncover about this generation: what technological innovations will appear, and how will they affect our daily lives? What values will they seek in companies when consuming services or products? What will be the basis of their consumer decisions once they reach maturity? What mass behaviors will they develop as teenagers?

We could summarize Alphas as a generation of independent individuals, technological experts who are always connected to the internet. They represent the first generation that can dream of living in a futuristic and interconnected society that, until now, we have only seen in TV series, movies, and books. The future is already here