Gen Alpha vs. Gen Z: differences and similarities
Since we launched the Maker Studio Content Hub, we’ve focused in particular on the online behaviours of millennials and Gen Z (lots and lots of Gen Z). But we haven’t talked about Alpha until now. It’s the generation that comes after Gen Z and will be an important segment of brand campaigns in about 10 years. Are they different from Gen Z, are they the same? Is your brand Alpha-ready?
For almost 10 years now (how time flies!), the marcomm industry has been focusing massively on Generation Z. Is it too early to shift our focus to Generation Alpha?
Studies say no. There are already brands that are starting to get real interest from the new generation of young people. Alpha comes with some specific peculiarities that, paradoxically, make them equally close to and different from Gen Z.
Gen Alpha vs. Gen Z
First of all, Alpha is truly the first digital-only generation. If Gen Z “caught on” a bit offline pre-pandemic, Alpha grew up at the same time as AI tools evolved and learned faster to create content. Pandemic was the main factor here. The irreversible impact of the lockdown has led to a change in the relationship between Alpha, their parents and how they use technology. The July 2023 Razorfish study points to three main consequences:
The first would be accelerated take-up
Gen Alpha vs. Gen Z shows that during the pandemic, the age of use of digital devices and tools dropped considerably. The reasons vary. For example, devices were used to support parents working from home (as tools of distraction) or as educational tools when schools were closed. Together with the laxity of parents, it led to an increased digital nativity compared to previous generations. How high? On average, two years earlier than Gen Z – that’s 3-5 years for tablet use, 6-7 years for more complex devices (gaming consoles, smart TVs, earbuds), 8-9 years for laptops. The most desirable device, the smatphone, appears somewhere around age 10, initially under strict parental control.
The gradual phasing in is done in roles: tablets are used to distract/keep busy. Consoles are for entertainment, laptops for adulting and homework, the smartphone finally has a social role.
The brand experience has also been impacted by the pandemic
With greater access to online platforms and devices, Gen Alpha has sped up the rate of brand adoption, Razorfish finds. Brands that previously focused on targeting Millennials/Gen Z (who have already entered adulthood, by the way) are now attracting Alpha consumers. Their favorite brands include Netflix, Disney, Nintendo, Amazon, Nike and Apple. Their brands are also our brands, in a nuthsell. Christy Parrish, Cordial’s Director of Strategic Consulting, dismisses the idea that Gen Alpha is only influenced by Social Media and has little buying power. In reality, they influence parental and family decisions and play a big role in shaping retail experiences.
Gen Alpha vs. Gen Z: usefulness and empathy
Last but not least, Gen Alpha seems to focus more on a sense of purpose and are overall more empathetic compared to Gen Z. About 30% of Gen Alpha identified helping people or animals in need as their top two career choices, according to the Razorfish study. Only 15% of Gen Z listed helping people or animals as their career choice.
In addition, Razorfish found that Alpha values sustainability, inclusiveness and diversity – more than Gen Z does. Mental health is also a priority for Alpha. Even at a young age: 75% of 8-10 year olds are thinking about mental health and are turning to exercise/outdoor activities and talking with family and friends. The research also noted that Alpha seeks to find a healthy balance between online and offline activities.
A conclusion for marketers: the key to effective communication with Alpha lies in meaningful moments and experiences. For them it matters both online and in the real world. But be smart in your approach, it’s an even more skeptical than Gen Z when it comes to ads.
