Baby Boomers, Gen X, Millennials, Gen Z…..and Generation Alpha.
Who is this emerging generation? This group follows Gen Z and includes all children born in or after 2010. The majority is currently under 12 years of age, and the oldest of them became teens in 2022. By 2025, this digital-first generation will number more than two billion—making them the largest generation in history.
Also known as “Screenagers” and “Generation Glass,” this group was born with technology in their hands. They’ve always known iPads, Instagram, and apps. They’re educating themselves via TikTok, socializing via Roblox, and curating their online persona via a well-organized grid and viral challenges. Gen A will be the best educated, the most technologically immersed, and have the greatest spending power in history. So with this group quickly approaching as emerging consumers, what should brands know?
Technology is their native language.
Brands must stay nimble when it comes to engaging Gen A, using emerging technologies to start conversations and begin creating brand awareness. Be open to testing different features and platforms to reach Gen A in creative places such as Roblox and TikTok, as they often avoid the mainstream.
They don’t care about perfection.
Over-produced content or a pristine Instagram account isn’t something Gen A cares for. They want BeReal and “Get Ready With Me” content where they’re showing their messy and overly-transparent days. Brands must realize that unfiltered, quick-turn, real-life content is the best vehicle to engage this younger group on a regular basis.
They care greatly about the environment.
Post pandemic, Gen A enjoys spending time outside and enjoying all nature has to offer. They also are extremely environmentally-conscious, focusing on the planet, climate change and sustainability when making purchase decisions. When engaging this audience, it’s important for brands to discuss the impact their products/services have on the planet and what they are doing to lean into sustainability.
Diversity and inclusion are very important to them.
Gen A is projected to be the most diverse generation ever, so brands must represent and engage them accurately in visuals and messaging. Diversity and inclusion can be shown in areas such as gender, ethnicity, upbringing, family dynamics, body type, and sexual orientation, among others. It’s important for brands to be welcoming and to use story-telling and marketing visuals to represent all humans—particularly Gen A.
Millennial parents are Gen A’s gatekeepers.
And lastly, brands must prime the Gen A pump by engaging their parents. Parents research the products they buy and monitor Gen A’s social accounts—keeping watch over the brands they are exposed to at an early age. Brands can engage parents by using humor and visual storytelling to show how their products and services fit into everyday life, keeping in mind the unique values that belong to Gen A.
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