Drivers of Global Change

Youth Culture report

A Spotlight on Gen Alpha

Generation Alpha is predicted to become the largest generation, with around 2.5 billion by 2024 (Harvard Business Review). Their annual spending will be $5.39T by the time the oldest is fourteen. They will also be part of the most diverse populations; by 2045, more than 18 million Americans will claim two or more races (Brookings Institution). Today, Gen Alpha is highly informed on current events and preparing for a future through digital technologies. Gen A is predicted to work in emerging tech-enabled jobs, making up 11% of the global workforce by 2030.

How can companies prepare for this upcoming generation? In this Youth Culture report, OvN examines Alpha’s reactions to the struggles of previous generations and their influence on digital culture. As the first generation to grow up with content that digital creators make, they are captivated by online creation tools and customised world-building. YouTube, Netflix, and Roblox have already captured their interests through endless information streams, immersive experiences, and connecting with friends and family.

Governments and brands have attempted to lure Gen Alpha’s creative solutions through combinations of gaming and education. As a technologically savvy generation, they also inform their parents on purchasing decisions. Due to the influences of their parents, Gen Z, and online new streams, they are influenced by global issues and have a solid moral compass. Their ability to quickly access information and form opinions about important topics makes them an engaged generation. Brands with a clear ethical code that are digitally absorbed are guaranteed to stand out among this booming generation.

You can download the PDF of the report here

Banner, Photo by Saugat Giri

Right, CoCo Japanese style influencer

“Due to the influences of their parents and online new streams, they are influenced by global issues and have a solid moral compass. Their ability to quickly access information and form opinions about important topics makes them an engaged generation.”

Content

Early Exposure

Screen age

Gen Alpha has grown up in a tech-saturated world, and they are largely informed by digital media emotionally and socially. 43% of Gen A have tablets before six years old, and brands have been surprised by their tech proficiency. Most Alphas have seen technology as a positive force, making them feel connected, happy, curious, and inspired (Archrival).

Gen A’s educational process differs from traditional means because of having more freedom in choosing how and what they want to learn. Toys are becoming more educational, reward-based and gamified. YouTube is Gen A’s platform of choice because of its various formats; podcasts, videos and games and parents turn to YouTube to indulge in their child’s various sights of the world.

Left, Like Nastya on YouTube, Right, The Originary Map by Fortnite x SOS Amazônia, Nickelodeon Our World program, Scratch MIT coding platform for kids

Subtle differences

Gen Z and Gen A

There are nuanced ways in which Gen Z and Gen Alpha interact with brands or consume media. Generation Alpha uses gaming as a new social network, and there is little difference between their virtual and physical selves in friend groups or social settings. Such games include Roblox, Fortnite, Minecraft, VRChat and Rec Room. When Gen Alpha plays games, it is a tool to express their creativity by building new worlds or creating game modes to play with friends. Gen Z plays games as a mode of escapism and relaxation.

Gen A uses YouTube the most for entertainment, searches, and product discovery. 51% of Gen A first hears about brands through platforms, compared to 47% of Gen Z, who prefer traditional social media platforms (Razorfish, GWI). Gen A forms brand relationships through influencers and content creators. Rather than iconography, brands should communicate relatably and with authentic experiences.

Left, Claires launches Shimmerville on Roblox. Right, LEGO Friends by LEGO Group, the difference between Gen Alpa and Gen Z on Tiktok

“Gen A is really invested in experiences, so we are looking very closely at growing the virtual world and adding a digital layer to many of our experiences.”

Roma Swords-McDonnell, Creative Lead at Legoland Resorts

Generational influences

INSIGHT

Alpha’s constant online presence expedites brand affinity. Growing up, they look for mental support through key life moments. Gen Alphas influence their Millennial and Gen Z parents and family decision-making, taking a significant role in retail.

Millennial & Gen Z parents

Gen A is moving away from leading social media websites; they find it overwhelming and even toxic (Bodacious/Zoe Scaman). Counter to the outspoken online profiles of Millennial parents, Gen A relies on discrete gamertags or usernames and rarely has public profiles with their personal photos. They look towards ‘cosy corners’ to connect with others who share the same interests, intimately share problems and comfort one another. Gen A is focused and determined, valuing sustainability and inclusion. 75% of 8 to 10-year-olds think about mental health and talk to their family and friends about it (Razorfish, GWI).

Alphas often ask their parents for digital currency to spend on virtual goods over their physical items. Brands must explore the best way to connect services, products and brand identity to reach out to these younger generations and their guardians.

Left, Plant-based milk y KiddiWinks. Right, Gen Z parents, photo by Chris Bethell

Stability and Resilience

Wellbeing Focus

As adults increasingly prioritize their well-being, so do the Gen A kids. Growing up amidst the COVID-19 pandemic has significantly shaped their lives and both they and their parents have navigated the challenges of online learning. Online programs promoting physical and mental health have played a vital role in keeping children and their parents healthy. The Alpha generation has been encouraged to express their emotions and has been given a listening ear. While screen time concerns are less prominent among Millennial parents, they emphasize the importance of spending time outdoors and connecting with nature.

Generation Alpha tends to avoid stereotyping, yet some of their values lean towards traditionalism. They recognize the advantages of education and securing a well-paying job for a stable future. They place a high value on strong family ties and community connections, appreciating the support systems that traditional values can provide in an increasingly complex world.

Left to right, digital-only tween brand Happy Nation, Headspace for kids, Take Me Outside for Learning initiative, Swim United campaign by Speedo

Privacy is a currency

Personal Boundaries

Gen Alpha is highly aware of the overly-exposed Gen Z and Millennial’s approach to online interactions. They, and younger Gen Z, were part of the vlogger parents who documented or filmed every moment of their lives, where parents used their children for family channels or publicity. In 2021, 75% of parents shared posts of their children on social media (Security.org).

As a result, Gen A is highly aware of personal boundaries and consent, exploring how comfortable they are between themselves and the content their parents share online. Privacy is a cultural currency for Gen Alpha, who want to avoid digital footprints from their personal life and stick to their usernames and avatar representations. Interestingly, their Millennial parents were the first to experience online community anonymously through chat rooms, forums, or blogs.

Even if Gen A is more private about their personal life, data shows they are happy to experiment with social media for entertainment. While Gen Z may cater to their “authentic selves”, Gen Alpha may appreciate brands who give them agency to express their self-image and empower their “digital selves”.

Without Consent campaign by Deutsche Telekom x adam&eveBERLIN

Creator Culture

The End of Celebrities

Gen Alpha grew up in the “creator culture” and only knows the World Wide Web with content creators. 75% of Gen Z buyers buy online based on Maker Recommendations (LTK). Many younger audiences have developed a fanatically loyal relationship with those they spend the most time with. Famous live streamers and YouTubers (Kai, Mr. Beast) are uploading media at an unprecedented frequency compared to traditional media. Traditional celebrities, such as people from Hollywood, were always out of reach; these content creators are recognizable people who have grown into influencers. Because the content creators create everything themselves, a more personal connection is made from the idea that they work to create the content for you. Makers who are consistent and often create content can win over younger fans and their purchasing power. Here, the companionship between viewer and maker can grow.

Left, top to down, Creation tool by Landing app, K-pop band Billie’s virtual fan space, AR mirror by Tiffany & Co x Snapchat at US Open, Erling Haaland is with PRIME’s first sponsored footballer. Right, Seriously ill children kids design Ronald McDonald Hus by McDonalds Sweden x NORD DDB

Which brands are winning?

Reputation and sharable

Gen Alphas have high expectations for the content produced and consumed by them. They expect in-depth and comprehensive information, as well as ongoing updates. When Gen Alphas connect with a brand, it typically tends to create unique experiences or support important life moments, sporting events or within school activities.

A year-long survey by Beano Brain found that 72% of UK youth think Netflix is “cool” because of its constantly updated catalogue, which doesn’t tire the young audience. Content that adapts to different moods or can be shared with family and friends allows them to explore socio-economic landscapes and share their opinions in a safe environment.

It is important for brands to have a solid reputation and a clearly defined purpose. Forging creative partnerships is crucial to exchanging cultural currency with Gen Alpha. As they grow up, they explore their preferences and form opinions independently, eventually gravitating towards brands with assertive views.