Characteristics
•Born in 2010 and later
•Will be most formally educated ever •Will begin school earlier and study longer •expected to be more materialistic and technology-focused •Facing Economic hardship •Have to take on our national debts •They are expected to work longer and have an average of five careers and 20 different employers in their lifetimes •Loss of “retirement” & social security |
Marketing to this generation
Also children of Gen Xers (and older Millennials) born after the mini baby boom and during the economic recession that began in 2007. The birth rate dropped drastically after the recession began and this may cause this to be a small generation in America, but a large generation in terms of worldwide evaluation. According to TEDx speaker Mark McCrindle, 2.5 million people are born into this generation worldwide every week, the oldest being around 5 years old as of 2016. Global shifts in population will also alter the future of this generation, as India may surpass China in terms of population by 2028. “ In Generation Alpha's time, India and China will become the center of gravity, especially since China recently abandoned its one-child policy. With better technology and more people to fuel its growth, children in these countries will trade some of their traditional, Eastern values for more tech-savvy and global ideas.” Globally they will be the most formally educated generation ever, and will start their education the earliest of the generations as 1 year olds in pre-school using iPads. According to Williams, 2015, they will also be the wealthiest generation ever.
- They will primarily shop online and have less human contact than previous generations.
- They will be extremely coddled and influenced by their Gen X and Y parents. Alphas could potentially have older parents because Gen Y’s are waiting longer to get married and have children. Gen Y’s were always made to feel special and that will carry onto Gen Z and Alphas. Every generation is now more influenced by their parents more than friends, strangers, etc.
- They will be more self-sufficient, better educated and prepared for big challenges. Gen Alpha will have to take on many of the biggest challenges of the world, including global warming and the deficit. They won’t have social security or any safety nets, but they will get more robust education through online learning earlier in life and they will be in the education system longer but also create their own way of learning. The divide between rich and poor will may become more apparent with the Alpha generation.
- With the increased focus on formal education and the increased time spent behind screens and on digital devices, it is unsurprising that they live largely indoors; after all, their parents place priority on homework, coaching and extra-curricular activities over a carefree childhood. These sedentary lifestyles are having an impact– based on the current trends; it is projected that in 2027, when all Gen Z have reached adulthood, 77.9% of males and 61.2% of females will be overweight or obese.
- They don't care about privacy. Building on the narcissistic tendencies of millennials and Xers, Alphas are extreme exhibitionists.
- They don't play by the rules. Want to play chess with them? Forget it -- they'll eat your rook. Want them to color within the lines? They'll break your crayon. Want them to watch your 30-second pre-roll spot before your video loads? They will come to your office, and protest until you accept that they're the ones in control now.
- They break free of any boundaries. Just try to restrain them in any way. Whether you're putting them in a diaper, swaddling blanket, snowsuit, high chair or car seat, Alphas will find a way to get out of it.
- They are reinventing wearables. The Alpha Generation prefers low-tech wearables.