February 4, 2019

Generation Alpha : Better be ready

What comes after Gen Z?
Graphic: McCrindle Researchh

We’ve long been aware of the ‘pester power’ that kids hold over their parents, and the ways in which brands cleverly market their products to mini-consumers. What’s interesting to observe, is the increase in campaigns targeted directly to Generation Alpha, the tech-savvy offspring of Gen Y and early millenials.

Referring to those born between 2010 – 2025, Generation Alpha was coined by Aussie social researcher Mark McCrindle, who returned to the start of the Greek alphabet “to signify this different generation will be raised in a new world of technological integration”.

“The tables are turning and the kids are the decisionmakers, or at least a very powerful influencer”

Emma Hazan, Hotwire

Already many big brands are tapping into the buying power and opportunity this next gen will have. Child influencers as young as 7
are not kidding around. One of the top ones, Ryan, posts unboxing videos on his YouTube channel and can earn over $20 million a year, reviewing toys for his 18 million subscribers.

What years are Generation Alpha kids born between?

Recently, New Zealand Telco Spark celebrated the curiosity and influence of Alphas in their brilliantly executed ‘Generation Voice‘ campaign. (pic from the ad above)

“Today’s kids are going to grow up with voice assistants as a normal part of their lives, just like 90s kids did with mobile phones, and 80s kids with the internet.

Voice is another leap forward in the opportunities this generation is going to have, and that’s incredibly exciting to us”

Sarah Williams, brand COE lead, Spark

Here at New Beach Media, we’ve certainly seen the rise in voice-initiated search, through Siri, Alexa, Amazon Echo and Google Home. It’s estimated that 50% of all searches will be voice searches by 2020, so we’re already adapting our SEO skillset; incorporating more natural, conversational content in our clients’ sites, answering the questions that consumers, including Gen Alpha, are asking through their devices.

If your brand is ready to tap into the opportunities that voice search and digital assistants can deliver, or you want to explore some creative ways to reach and engage with Generation Alpha, give us a holler.