Marketing Cheat Sheet: Gen Alpha
Gen Alpha Key Takeaways
Gen Alpha is a huge audience that encompasses a lot of nuances but there are a few key takeaways that serve as a good starting point to understanding this generation.
- Parents are still a big influence. This generation is young and most purchasing decisions are made by Millennial parents. Successful campaigns will have family-friendly messaging that invites parents and kids to engage.
- They are values driven. This generation values authenticity and social responsibility, as well as physical and mental health. Brands that demonstrate environmental sustainability, inclusivity, and ethical practices are likely to gain their trust and loyalty. Messaging that focuses on physical and mental health will be well received.
- Community is important. Gen Alpha appreciates brands that foster a sense of community and connection. Building platforms for live and digital interaction or collaboration can be beneficial.
- Short attention spans. This generation has the shortest attention span (both because of how young they are and as a product of being digital natives). Content should be short, interactive, and entertaining. Experiences in the real world will resonate and be more memorable.
Gen Alpha Facts & Figures: General Audience Overview
- Gen Alpha currently includes all children born in or after 2010. (McCrindle)
- Gen Alphas are under 14 years of age, spanning babies to middle school. (McCrindle)
- 2.8 million Gen Alphas are born around the globe each week. (McCrindle)
- They will number more than two billion by 2025, making them the largest generation in history. (McCrindle)
- Millennial parents are the gatekeepers to brands their Gen Alpha kids experience. (Poole)
- Gen Alpha is the first generation who will never know a world without smartphones, tablets and streaming services. (Poole)
- 61% already own a tablet, and 49% have a smartphone. (The Drum)
Gen Alpha Facts & Figures: Education and Tech
- 92% of Gen Alpha reported they "value learning" and they see an inherent value in gaining knowledge. (Razorfish x GWI Primary Research 2023)
- 61% of parents believe their kids learn more efficiently thanks to their comfort with technology. (Razorfish x GWI Primary Research 2023)
- Technology is blurring the lines between education and entertainment for this generation, making educational content both more accessible and easier to consume.
- Gen Alpha has the expectation of being constantly entertained, even in areas of education. This generation values entertainment and play over good storytelling. Brands should gamify content to keep their attention and feed their interest in learning.
- IRL experiences are still very important! The second most popular way Gen Alpha likes to learn about brands is in person. (Razorfish x GWI Primary Research 2023)
Gen Alpha Facts & Figures: Food and Beverage Trends
- Gen Alpha is being taught to prioritize health and wellness and parents are spending big money to committed ensure their children eat right and exercise. (Forbes)
- Growth and development and children’s immune system are top food and beverage considerations. (International Food Information Council)
- Children living in urban/suburban areas are more likely to consume single vitamin/mineral supplements, nutrition supplement drinks and other dietary supplements vs. those living in rural/small town areas. (International Food Information Council)
- 96% of parents in the U.S. feel it is important their children know how to cook or bake but only 33% cook with their children weekly. (Forbes)
Gen Alpha Facts & Figures: Toys, Games, and Entertainment Trends
- Their early lives were dominated by home-bound entertainment due to COVID. (Poole)
- Not only is Gen Alpha more likely to grow up overindulged, but they are also the most materially endowed and technologically literate generation to date. (Forbes)
- Generation Alpha uses video games from a young age and it impacts their mindset in terms of being active participants to solutions. (Forbes)
- A survey found that 70% of parents say they have made purchases influenced by their kids’ favorite show or character. (Forbes)
Gen Alpha Facts & Figures: Health, Hygiene, and Wellness Trends
- 44% of parents report that their children are helping clean more than before the pandemic. (SC Johnson)
- Millennial parents seek out a lot of information about the products they buy and expose their kids to. (Poole)
- Gen Alpha will develop very similar preferences as their millennial gatekeepers because it’s all they know. (Poole)
- Millennial moms make 85% of purchasing decisions for their families. (Slingshot)
Looking for more? Check out our marketing cheat sheets for Gen Z and Millennial Parents, as well as our blog for more insights and data.
Connect with Gen Alpha (and their parents) today.
ITK Collective is uniquely positioned to offer the "edutainment" Gen Alpha seeks. We can connect your brand with kids, tweens, teens, and their parents through grassroots influencers and education professionals. Contact us today to see how we can help.
