Generation Alpha, born after 2010, is set to become the biggest generation ever, with an expected 2 billion people by 2025! This isn’t just because of their numbers but also because many of their parents are millennials. Joeri Van den Bergh, an expert on new generations, explains how the parenting style of these millennials greatly influences Generation Alpha.
Talking to a Gen Alpha kid about their future is like having a business meeting with a tiny CEO. They’re pitching their latest startup ideas, complete with PowerPoint presentations and market analysis, while you’re just trying to get them to eat their veggies. It’s like living with a Shark Tank contestant who insists on negotiating their bedtime.
Together with Transfer, Human8 conducted research on these kids in the Netherlands and Belgium. A whopping 1200 children between ages 4 and 14 took part. So, what did we find? Generation Alpha has five standout characteristics, deeply influenced by their parents’ upbringing style.
What Makes Generation Alpha Unique?
- Raised with Technology: Generation Alpha has grown up surrounded by technology. Many kids have their own tablets or phones. They love gaming and frequently play popular games like Roblox and Minecraft. Technology is a huge part of their lives.
- Concern for the World: These kids are aware of important issues such as climate change and equality. They often ask their parents to help with things like saving energy and recycling. They truly want a better world!
- Media and Advertising: Almost every Alpha uses YouTube weekly. Here, they watch videos and discover new products. Many kids ask their parents for things they’ve seen on e-commerce sites.
- Watching Together: Generation Alpha loves watching TV with their parents. These moments of togetherness are important to them. They usually pick the shows they want to watch, and their parents support them in this.
- Entrepreneurial Dreams: Many kids from this generation are interested in starting their own businesses. This is especially true for older kids, who often aspire to become YouTubers or influencers.
With these five traits in mind, it’s clear that Generation Alpha is a unique and influential group. Their upbringing with technology and involvement in significant social issues make them truly special.
The Parenting Style of Millennials: How Generation Alpha is Being Raised
Generation X, the parents of millennials, was known for their ‘free range parenting’. They gave their kids a lot of freedom and independence. Millennials, the parents of Generation Alpha, are doing things differently. According to Joeri Van den Bergh, millennials are much more involved in their kids’ upbringing. They take the time to make decisions together and support their children’s personal development.
This has a big impact on how Generation Alpha is growing up. They have more say in family matters than kids from previous generations. This means they influence not just choices of toys and clothes but also larger family purchases like cars, vacations, and electronics.
Millennial parents try to balance their own lives with their kids’ needs. They are aware of the challenges of juggling work and family and are willing to collaborate to achieve the best for their children. This means kids from this generation can count on a listening ear and attention to both their practical needs and feelings.
In short, the millennial parenting style ensures that Generation Alpha grows up in an environment where they are heard and their opinions matter. This makes them unique and gives them a larger role in family decisions.
5 Traits to Reach Generation Alpha
The research by Human8 and Transfer highlighted five key traits of Generation Alpha. These insights are crucial for brands and companies wanting to connect with this new generation.
- Digital Natives: Generation Alpha is the first generation truly raised with technology. 35% of these kids have their own tablet, 27% have a laptop, and 50% have a phone. Gaming is a significant part of their lives: 90% enjoy it, and 40% of kids older than 7 play popular games like Roblox, Minecraft, or Fortnite weekly. Brands need to realize that technology and gaming are integral to this generation’s lifestyle.
- Purpose and Meaning: Also known as mini-millennials, this generation values purpose and meaning. Topics like climate change, diversity, and inclusion are important to them. This influences their families; 1 in 4 kids asks their parents to save energy or recycle. It’s essential for brands to tap into this and show social engagement.
- Media Use: Almost every respondent uses YouTube weekly, slightly more than gaming. Ads on YouTube and TV are major inspiration sources for products, especially around the holidays. Furthermore, 40% of 12- to 14-year-olds use e-commerce sites to ask their parents for products. Generation Alpha is adept at finding information and products online.
- Screen Bonding: While TV shows remain popular, they are often watched later via streaming services. This leads to ‘screen bonding’, where Generation Alpha watches TV with their parents as a bonding moment. 78% of parents watch TV with their kids multiple times a week, often letting the kids choose the programs. Unlike Generation X, which saw screen time as negative, millennials see screens as learning opportunities. Six out of ten parents believe gaming is good for their kids.
- Entrepreneurship: Generation Alpha shows a strong interest in entrepreneurship; 44% have a clear desire to start their own business. This percentage rises to 57% among 12- to 14-year-olds. It’s important for brands to support this entrepreneurial spirit and offer opportunities to nurture it. Moreover, careers like YouTuber or influencer are popular dreams for this generation.
With these five traits, brands and companies can develop strategies that cater to the unique needs and desires of Generation Alpha.
Effectively Reaching Gen Alpha
Human8 has further explored the mentioned traits of Generation Alpha and will delve deep into various crucial questions at the “Kids and Youth” conference on June 18, 2024. Joeri Van den Bergh will share concrete examples based on previous research and brand-new analyses from spring 2024. Key questions to be addressed include:
- What does Generation Alpha’s world look like?
- Which brands do they like (and why)?
- How do these preferences change with age?
- How can you make a brand more appealing to Alpha kids?
- Which product categories and brands do they influence in terms of purchases, and how do they express this influence?
- What can brands do with these findings?
By understanding these aspects, brands can adjust their strategies to effectively meet the needs and desires of Generation Alpha.
