Gen Z is outdated, brands target Alpha generation
Many Alpha families have tablets and Kindles. Due to the corona crisis, it has become difficult to use the library, so even in my child's class, there are many children who are reading assignments in e-books.
Although it is a little old data, according to the generation survey updated by British Beano Studios in June last year, it is characteristic that many Millenniums, who are digital natives, are the parents of the Alpha generation. The alpha generation, who grow up in an environment where not only the person himself but the whole family are digital natives, is also called a digital master. For example, nearly half of Generation Alpha children are reluctant to share their parents' content online and ask for their permission before posting. On the other hand, 60% of the parent generation posted without asking a word. Children are more conscious of privacy than their parents.
Although they are strongly influenced by YouTubers and Internet influencers, the Alpha generation is not easily swayed by information on the Internet, unlike the older generation who were overwhelmed by fake issues. In a Beano survey, 62% said they were often critical of YouTubers' actions. Have strong ethics and ideas of their own, and candidly criticize the attitudes, actions, and ideas of influencers with whom they disagree.
It is thought that this is the result of the generation whose parents experienced a global recession triggered by the subprime mortgage problem, and that they were raised to have an independent spirit. One in five children aged 5 to 9 has participated in marches or protests accompanied by their parents, and nearly half of parents support their children's opinions. As a result, there are many children who "have their own opinions" on social issues such as the environment and gender equality.
And the post-"Stereotypes" generation. Dislikes stereotypical ideas and viewpoints. Until now, discussions of gender equality have tended to fall into a dualism that rejects “girls wear pink.” That creates another stereotype that girls who value equality don't wear pink. The alpha generation has the freedom to wear pink if they like and enjoy football just like the boys.
However, there is also the aspect that the strong sense of ethics appears as a cancellation culture. Cancellation culture is a phenomenon in which people condemn the actions and statements of individuals they disagree with, and are met with such strong backlash and bashing that they lose their jobs and positions. Even if it is not a legal crime, ethical impermissibility may be pursued not only in the present act but also in the past. For example, beauty influencer James Charles, who had a younger following, lost 3 million subscribers in a matter of days in the spring. The trouble that betrayed his friends started, and his past behavior and behavior were pursued, and in the blink of an eye, a big flame broke out.
The alpha generation is creative and has a strong desire to make things. The majority prefer to make creative videos (55%), and two-thirds create digital worlds such as games. 43% enjoy robotics and 36% have coding skills. And the majority believe they can build a career out of what they love. He also has a strong desire to start a business.
Although they are in the digital generation, they enjoy real life and spending time with their families. This is a generation that was raised with limited screen time, fearing the negative effects of continuing to look at the screen. Through this, they understand the fun and value of real things. 47% answered that they like to play outside. 32% of Generation Z children enjoy hobbies like knitting and handicrafts, compared to 42% of Generation Alpha children. About half (48%) of Gen Alpha spend more time away from their devices, compared to just 29% of Gen Z. That doesn't mean that they are negative about technology, they have a strong awareness of using technology instead of depending on it.
I did some research on the fact that my child is an older group of the alpha generation, but there were many things that convinced me, "I see." That said, they are still in elementary school, and the true characteristics of the Alpha generation are yet to be seen.
Advertisements targeting the alpha generation, such as Lalo's minimalist design compared to Fisher-Price's toddler furniture, and Maisonette's use of pastel rather than primary colors in its toys. , Little Spoon promotes the use of organic ingredients. Even in the current difficult situation, purse strings are loosened when it comes to children's things. Today's marketing for the alpha generation is appealing products for the alpha generation in a way that resonates with millennials. It is in this environment that the characteristics of Generation Alpha, the children of millennials, are shaped.