GENERATIONS FUTURIST AND KEYNOTE SPEAKER: GEN ALPHA VS. GEN Y/Z DIFFERENCES DECODED

As generations futurists and keynote speakers on Generation Alpha, Generation Z (Gen Z), Millennials, and other cohorts, we’re often asked for consulting help and market research insights. To wit, we often find ourselves sharing our commentary and feedback on ways that companies can engage future generations. Recently, we were asked to provide some observations on Gen Alpha and what brands might wish to note about it. A few quick thoughts from the team can be found below.

• Born between 2010 and 2025 – first cohort raised entirely in 21^st century
• Raised on social networks, apps, mobile devices, internet, video games – expect everything custom, on-demand, and quickly
  
• Most diverse + well-educated generation in history
• Passionate about inclusivity, equity, climate change, social causes
• They’re spending more time online – big on games, chat, social
• They’re super global – their friends, foods, influences are multinational
• They’re more visual/image based – videos over books/articles, logos/infographics over more detailed rundowns
• Their parents are millennials – and digital natives as well
• They like throwback culture
• For Generation Alpha, work from home will be just another normal working model
• They’ll put more value on family and work-life balance and everyday superheroes… scientists, teachers, etc.… they see entrepreneurs and innovators of similar age and want to follow in their footsteps
• They’re growing up faster because they see and have heightened awareness of all the challenges society, the world
• They use technology to communicate, don’t have as much social interaction
• This is a positive and upbeat generation – they feel empowered and entrepreneurial
• They also feel a responsibility to take action and promote social justice and do right by their community
• Gen Alpha has access to more information than any generation before – and will expect to create, collaborate and be interactive
• They’re leaders in the creator economy – want to have ownership and authority in the things they consume, places they play and communicate and operate
• Best way to reach these folks is often to get on platforms they swear by – TikTok, Roblox, etc. – and find ways to co-create with them
• They’ll travel a lot, have multiple jobs, even multiple careers
• They also want brands to be transparent, honest, and share their everyday values – it’s about affinity more than luxury
• Kids are more aware and have more power in driving purchasing decisions in the household and outcomes
• Greater focus on life skills, well-being, nutrition, what they put in their bodies, they want things to be greener and more sustainable
• These are empowered consumers and must be treated as such – authneticity is vital
• Experiences need to be personalized, customized, user-friendly, and well-integrated
• Brands need to see Gen Alpha as stakeholders – and incentivizee them as such…
• Also, they take huge direction from peers – referrals from friends are super important… brands need to see them as partners… they’ll have impact + influence on the shape of brands + surrounding communities