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Our Next Big Marketing Challenge? Generation Alpha

Marketers can gear up for sustainable growth by catering to the newest growing consumer segment.

With each generation, brands must revise their marketing strategy. Many people are still wrapping their heads around the importance of millennials. Nevertheless, forward-thinking advertisers have their eyes on the offspring of millennials – Generation Alpha.

By creating brand messages that cater to Generation Alpha, you can access an essential conduit to millennial spending.

Why Market to Generation Alpha?

As new generations emerge, marketers must create campaigns that cater to changing consumer behavior. They begin this process by figuring out the profile of their ideal “perfect consumer.”

When creating consumer profiles, marketing researchers study traits such as population demographics, consumer values, communication habits and online behavior. They learn about their perfect consumer in considerable detail.
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So far, marketers have learned a lot about millennials. Now, however, they want to know more about Generation Alpha – and with good reason.

Marketing researchers have discovered that Generation Alpha prefers tech over pets. In some instances, Alpha’s can become quite upset when separated from their iPads. Nevertheless, the technically inclined millennial offspring is quickly overtaking Generation Z in capturing the attention of marketers.

The oldest of Generation Alpha is only nine years old, yet they heavily influence millennial buying decisions. Now, the segment is the hottest new commodity in marketing circles.

The Shape of a New Generation

Researchers estimate that millennials give birth to over 2.5 million Alpha’s every week. This trend will continue until 2025. At that time, researchers forecast that the group will surpass the size of Generation Z, which will number 1.8 million individuals.

Scientists expect that the Alpha population will surpass 2 billion people. According to researchers, Generation Alpha will have more technology, education and wealth than any previous peer group.

Marketing researchers have found that the influence of Generation Alpha extends beyond influencing entertainment technology buying. Studies show the democracy is highly prevalent in millennial households. Generation Alpha also influences other purchases, ranging from where to eat out to where to take a vacation.

Resultantly, a growing number of brands cater to Generation Alpha. As an example, Fitbit has introduced the Fitbit Ace – a kids monitoring device. By engaging with Generation Alpha now, enterprises hope to build brand loyalty that will last through adulthood.

Reaching Alpha’s Today

Generation Alpha is the first group that will spend their entire life immersed in technology. For marketers, this generation is relevant now because they’re the key to influencing today’s current marketing prize – millennials.
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Furthermore, the group has surprising access to disposable income. According to studies, Generation Alpha has access to pocket money that totals billions of dollars. Also, the influence of Generation Alpha sways millennial parents profoundly, who – by the way – spend heavily on their offspring.

In the future, Generation Alpha will demand a seamless, integrated and personal online experience. Fortunately for marketers, this demand will create plentiful opportunities.

In the workplace of the future, Generation Alpha will assume roles that don’t exist today. Because Generation Alpha will come from relatively well-to-do families, the group’s parents will spend more on education. Because of the anticipated education level of the group, analysts forecast that Generation Alpha will earn substantial incomes.

In anticipation of the adult spending power of Generation Alpha, marketers are doing their best to win the minds and hearts of the group now. For instance, major corporations such as PNC Bank have partnered with Sesame Street to make a long-lasting impression on the young future consumers.

PNC Bank is not alone in pursuing the interest of Generation Alpha.
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Many other enterprises, such as NPR, American Public Media and Vermont Public Radio or working to capture the attention of the group today in the hopes of building a loyal audience tomorrow.

As Generation Alpha matures, this group will have an increasing impact on the economy. For now, however, online safety is a more significant issue for this up-and-coming generation.

Today, many of Generation Alpha spend most of their time connected – whether for academics, entertainment or socialization. However, just as the internet allows the group access to a world of entertainment and information, it gives malicious actors reciprocal access to the kids.

Just like marketers, hackers may start looking for ways to connect with the influential Generation Alpha demographic. Accordingly, parents and caregivers must protect the world’s newest consumers from the dangers that may lurk inside their machines.

Meanwhile, Generation Alpha will grow up engaging with exciting innovations such as artificial intelligence and robots as well as people. As the group matures, they’ll grow more attuned to interacting with technology in more meaningful ways. Accordingly, screen real estate will become even more important to marketers than it is today.

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