Marketing 0

Generation Alpha: The Children of Millennials
Generation Alpha consists of those born from 2010 to 2025, which
makes them the very first 21st-century children. Coined by Mark
McCrindle, the Greek alphabet name signifies an entirely new
generation that will be shaped by technological convergence. Not
only are they digital natives, but they are also heavily influenced by
the digital behaviors of their parents (Generation Y) and older

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siblings (Generation Z). Suitably, the launch of the first iPad—the
device that most children are attached to—marked the emergence of
this generation in 2010.
The characters of Generation Alpha are very much shaped and
influenced by the parenting style of their Generation Y parents.
Getting married at an older age, Generation Y put greater emphasis
on parenting and children's education. They also teach their children
about money and finance very early. Moreover, they raise their
children in a very diverse and fast-paced urban environment.
Therefore, Generation Alpha is not only well educated and tech-
savvy but also inclusive and social.
Raised by Generation Y and influenced by Generation Z, Generation
Alpha has been actively consuming content on mobile devices since
childhood. Having relatively longer screen time than previous
generations, Generation Alpha watches online videos and plays
mobile games daily. Some have their own YouTube channels and
Instagram accounts—created and managed by their parents.
Generation Alpha is more open to branded content, such as toy
review channels on YouTube. Their learning style is more hands-on
and experimental. They are very comfortable playing with tech toys,
smart devices, and wearables. They see technology not only as an
integral part of their lives but also as an extension of themselves.
Generation Alpha will continue to grow up adopting and using
human-mimicking technologies such as artificial intelligence, voice
command, and robots.
Today, Generation Alpha does not yet have tremendous spending
power, but they already have a strong influence on the spending of
others. Google/Ipsos research reveals that 74% of Millennial parents
involve their Generation Alpha children in household decisions.
Moreover, some children have become social media influencers who
are role models for other children. A report by Wunderman
Thompson Commerce shows that 55% of children in the United
States and UK would like to buy things that their social influencers
use. Hence, it is only a matter of time before they become the focus
of marketers globally.

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