How Generation Alpha interacts in the online environment
Generation Alpha is emerging as a significant consumer group that businesses should pay close attention to. According to research, this target audience accounts for approximately US$28 billion in direct spending. The amount of indirect spending is much higher. Despite their young age, they are of particular interest to advertisers. However, their marketing approaches differ from those used with their millennial parents.
This younger generation has different motivations. They choose content based on their interests and form deep connections with certain communities. Gen Alpha shows an active interest in brands and is much more aware of them than Millennials. This intensifies competition and forces marketers to fight for the attention of young buyers.
While millennials are considered the first generation with a digital approach to shopping, Gen Alpha has an algorithmic approach. Surveys of families with children born between 2010 and 2024 show the following results:
- 77% of parents believe that their children influence their purchasing decisions;
- 82% of respondents noted that they have more interests in common with their children than with their parents;
- 71% believe that their children are better prepared for life than they were at their age;
- 65% of parents control the online channels their children use.
It is worth noting that modern parents control more than just the time their children spend online. They also teach their children how to interact in the digital world, which is an integral part of modern life.
Interacting in the online space plays an important role in shaping the interests of Generation Alpha. Here, social media algorithms that direct the attention of young audiences come to the fore. Short videos are the most popular format. YouTube and long videos are more suitable for family viewing.
How to attract the younger generation
Young consumers demonstrate a commitment to nostalgic content. It creates a connection between generations. Surveys show that 84% of Alphas prefer nostalgic content to share experiences with their parents. This is a good sign for older brands. Updating logos and slogans can help attract young consumers’ attention.
Additionally, one should note the growing purchasing power of this audience. Although most of them do not have their own income, they spend large amounts of money. Millennial parents support their children’s hobbies and desires, and they are willing to pay for brands.
Young users interact in communities, which reinforces the role of influencer marketing. Trust in influencers determines loyalty to a particular product. However, Alphas are accustomed to evaluating offers comprehensively about the brand. They care about the company’s position, values, and contribution to society.
