How to prepare for the rise of Generation Alpha
Article topics
- Who are Generation Alpha?
- Some interesting facts about Generation Alpha
- Is Generation Alpha just an offshoot of Generation Z?
- 10 ways to get your eCommerce business ready for Generation Alpha
- Don’t forget that Generation Alphas are all different?
When you run an eCommerce store, future-proofing is essential. You need to think two steps ahead to ensure you adapt to future market trends and technologies.
You also need to prepare yourself for the customers of tomorrow. By this, we mean those who are too young to buy from your business at the moment but will have lots of money to spend in the next few years.
Introducing Generation Alpha. Generation Alpha doesn’t have the most purchasing power in the marketplace… yet. However, they will in a decade – with Generation Alpha’s spending expected to surpass that of all other generations by 2034.
Here’s how you can get ready to sell to this creative, diverse, and socially conscious group of young people.
Who are Generation Alpha?
Generation Alpha (also known as Gen Alpha or Gen A) are the generational cohort born between 2013 and 2025 – the first born entirely in the 21st century.
As of 2024, this means the eldest Generation Alphas are 11 and the youngest haven’t been born yet!
Generation Alpha succeeds Generation Z and precedes Generation Beta.
Generation Alpha are also called ‘mini-millennials’, as many are the children of millennials and have a lot in common with them. For example, a concern about social issues and a desire to prioritise experiences over possessions.
Find out more about the different generational cohorts and how they buy online.
Some interesting facts about Generation Alpha
- Over 2.5 million Generation Alphas are born each week
- 43% of Generation Alphas have access to a tablet before they are six years old
- 66% of Generation Alphas will work in jobs that currently don’t exist, in industries including artificial intelligence, blockchain, and cryptocurrency
- Over half of Generation Alphas will earn a university degree
Is Generation Alpha just an offshoot of Generation Z?
Many digital marketers believe Generation Alpha is a younger version of Generation Z – those born between 1997 and 2012. However, this isn’t the case.
It’s important to remember that while both generations are highly tech-savvy, they grew up with technology in different ways. While Generation Z grew up with the rise of social media platforms and the internet, Generation Alpha grew up in a world where technology is integrated into daily life.
This has significantly affected each generation’s attitude to how they gather information, the platforms they prefer to use, as well as their levels of digital literacy.
For example, while TikTok is the social media platform of choice for Generation Z, it’s not for Generation Alpha. Keep reading to see which platform Generation Alpha prefers.
10 ways to get your eCommerce business ready for Generation Alpha
So, how can you prepare your online store for the rise of Generation Alpha? We’ve put together ten things to bear in mind to appeal to these young consumers.
1. Keep it in the family
While the bulk of Generation Alpha’s don’t have their own source of income yet, they’re still affecting family purchasing decisions. 87% of people with Generation Alpha children advise that their kids heavily influence what they buy.
Why is this the case? Generation Alpha are exposed to brands from a young age – so they have strong feelings about the brands their parents should be buying.
This makes it important to create content that not only appeals to Generation Alpha but their parents too. Earlier, we mentioned that Generation Alpha and their (predominantly) millennial parents have a lot in common, which can make it easier to appeal to both.
Influencer marketing can be a great way to appeal to both parents and children, as you can show how fun your products are while emphasising the safety and educational value. We’ll talk more about the benefits of influencer marketing later.
2. Use social media to reach customers
Social media gives Generation Alpha a way to communicate with friends and family and a platform for sharing their own content. If you plan to sell to Generation Alpha, a solid social media marketing strategy is essential.
Which platforms are most popular with Generation Alpha? YouTube is the social media platform of choice for 43% of under 12s, followed by TikTok and Facebook.
Why is YouTube so well-liked? It offers a vast library of visual content, is available on smartphones and tablets, and lets viewers comment and join in discussions.
Plus, YouTube offers YouTube Kids, a contained environment for children to explore age-appropriate videos. This means parents have peace of mind that their children won’t watch anything that’s not child-friendly.
(Keep reading to find out more about why video marketing is great for appealing to Generation Alpha.)
Whichever social media platforms you post on, your content must be authentic. As they’ve grown up on social media, Generation Alpha have a knack for identifying fake content, with 92% saying it’s essential to be yourself online.
3. Create an experience
Generation Alpha is growing up in a time when technology is a natural part of daily life, from smart speakers to virtual reality (VR) headsets.
In fact, one in four Generation Alphas live in a household that has a VR headset.
This means Generation Alpha will expect businesses to go above and beyond to win their custom.
Using VR and augmented reality (AR) can help you stand out from the crowd and offer your Generation Alpha customers an entertaining, social, and educational experience.
Many eCommerce businesses use AR to show customers how products might look. For example, some makeup stores let customers upload a photo so they can see how different lipsticks and eyeshadow shades will complement their hair and skin tone.
4. Build an online community
Online communities give Generation Alpha an opportunity to connect with people who share their interests, as well as hang out with friends.
Games like Roblox and Minecraft are popular with Generation Alpha as they let them be creative and work as a team. 58% of Generation Alphas admit to playing Minecraft over the space of a month.
Some businesses use Roblox and Minecraft to appeal to Generation Alpha players. For example, Chipotle offers a Burrito builder game where players can create and deliver burritos, earning exclusive in-game items as a reward.
An online community doesn’t have to be as complex as a presence in a multiplayer online game though. Platforms like Discord, Snapchat, and Twitch let Generation Alpha share their thoughts and chat with their peers.
Of course, it’s vital that any online communities you provide are safe, inclusive, and welcoming to all.
5. Demonstrate your values
It’s a common misconception that all Generation Alphas want to be influencers and reality TV stars.
Over 30% of Generation Alphas say they want to make a difference, help others, or help the planet when they grow up, compared to just over 5% who want to be famous.
Showcasing your eco-friendly, authentic values can help you win over prospective Generation Alpha customers, as well as their parents.
In 2021, Mattel launched its first collection of Barbie dolls made from recycled, ocean-bound plastic. This was accompanied by a pledge to achieve 100% recycled, rescuable, or bio-based plastic materials across all products and packaging by 2030.
Three ways to make your eCommerce store more sustainable
6. Work with influencers
Nearly half of Generation Alphas say they trust influencers as much as their family and friends when it comes to product recommendations.
Why is Generation Alpha so receptive to influencers? Influencers produce engaging content that Generation Alpha loves watching and offer authentic, genuine recommendations they value.
Many influencers that appeal to Generation Alpha are young children themselves. One of the most famous is Ryan Kaji and his family from Ryan’s World – which has over 3.8 million subscribers on YouTube.
However, you don’t need to partner with celebrities and mega influencers like Ryan’s World to promote your products and services. The key is to work with trusted and respected influencers who engage with their target audience.
7. Use video to get your point across
Generation Alpha has a strong affinity for video content, with nearly a third of children watching YouTube for over two hours every day.
Why does Generation Alpha enjoy videos so much? They prefer engaging, easy-to-consume content, and many influencers use videos to connect with them. Plus, if you allow comments on your videos, you can appeal to Generation Alpha’s desire to belong to a community.
If you’re not already using videos in your marketing strategy, whether on your website or on social media, they can be a fantastic way to appeal to Generation Alpha customers.
Video marketing: how to use it on your website
8. Take advantage of personalisation
Generation Alpha spends a lot of time online, with one in four spending a staggering seven hours a day on their smartphones. That’s a lot of content in the space of 24 hours.
Personalisation means you can stand out from the competition and appeal to Generation Alpha’s need to be seen as an individual rather than just a number.
There are many different ways you can use personalisation online, including recommended products and services, customised video and music playlists, and personalised upselling and cross-selling.
Of course, if you do use personalisation, it’s essential that you explain exactly how you will use Generation Alpha’s data. This generation is digitally literate and thoroughly understands the concept of data privacy.
9. Showcase your diversity
Generation Alpha is one of the most diverse generations around, coming from a wide range of cultural, ethnic, and socioeconomic backgrounds.
As a result, they’re mindful of diversity in the media and the content they consume, with a third actively paying attention to diversity in the world around them.
Creating content that represents different abilities, cultures, genders, and sexual orientations can appeal to Generation Alpha’s need for inclusion, equality, and belonging.
As always – be authentic in your marketing, and don’t be deceptive.
10. Sell high-quality products
At the start of 2024, the media reported on Generation Alpha’s obsession with Stanley cups, an insulated cup that can cost upwards of £40. Some schools and educational establishments banned them as a result.
From Stanley cups to high-end skincare and makeup, Generation Alpha has a taste for the expensive.
There are a couple of reasons why this is the case.
As Generation Alpha is involved in purchasing decisions from a young age, they appreciate higher-quality products. Plus, with their exposure to technology, Generation Alpha tends to mature quicker than other generational cohorts.
46% of Generation Alphas request food items by brand name, meaning they appreciate premium products over generic items.
Promoting the precise benefits of the products you sell, using high-end photography, and showcasing reviews so customers can get a well-rounded view of your products can help boost sales.
Don’t forget that Generation Alphas are all different
While Generation Alpha as a whole shares common characteristics, there can still be significant differences based on where they live and their background. It’s essential to carry out market research to identify your key target audience.
This will help you determine which demographics are most likely to buy your products and services and create marketing campaigns that resonate with their needs and requirements.
Need help creating dynamic, effective marketing campaigns that make your youngest customers sit up and pay attention? Get in touch with us today.
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