As the first generation to grow up in a world where the internet is omnipresent and parents are active digital users, Generation Alpha (currently preteens & teenagers) has been both blessed and cursed by the digital era. While some argue that the pitfalls of the online world hinder their development, others see an opportunity for growth and innovation. In a thought-provoking YouTube video, social analyst Visual Venture makes a compelling case for how the internet has “destroyed” Gen Alpha – but is that really the whole story?
Despite web restrictions, a surprising 46% of Gen Alphas have already joined the social media ranks, leveraging their digital nativity to redefine their relationship with the world. And let’s be honest, we could learn a thing or two from their brand engagement tactics. As we navigate the complexities of this digital landscape, it’s time to ask: what can we learn from the Alpha Generation’s unique perspective, and how can we harness their creativity to build better brand engagement ?
First, for them, digital learning is key.
Digital platforms are revolutionising education through gamification. This approach allows children to learn in a more engaging and lasting way. Rather than imposing learning, these platforms offer choices. For instance, the number of children aged 8 to 15 who regularly listen to podcasts increased by 13% year-over-year, reaching 26% in the first quarter of 2022. This medium complements YouTube, which dominates as the primary content consumption platform for Generation Alpha. Notably, YouTube was considered the coolest brand by children in 2023, according to a report by Beano Brain.
Also, Generation Alpha values world-building in gaming more than previous generations, highlighting their proactive and creative nature. It allows them to create brand gamescapes or run brand stores themselves, fostering cooperation, shared creation, and camaraderie.
Second, technological devices are a key component in the service of Alpha peers interaction.
Contrary to media rhetoric, Gen Alphas crave IRL time with friends and family, and view millennial parents as spending too much time on their phones . According to Stylus, 46% of Gen Alpha are eager to discover products in-store with their family, rather than looking at it on online platforms. The Nissin CupNoodles museum in Yokohama is organising sessions for child to experiment IRL experiences augmented through the prism of IA and digital tech.
Finally, for them, digital is synonymous with experimentation.
Digital platforms provide Generation Alpha with spaces for self-expression and experimentation. These platforms are not just tools for seduction but are avenues for exploring identities and interests in a safe environment. The ability to experiment with various digital tools and platforms helps them develop critical thinking and creativity. This proactive engagement with digital media contributes to their overall development and prepares them for the future. Digital twin creation are crucial elements for brands to consider their strategic decisions. According to Business of Fashion 32% of global beauty avatar used by Fenty Beauty meta-sphere used by teens under 18 have been considered by a top-tiers stakeholders for product-development.
Gen Alpha’s relationship with social media defies assumptions. For them, digital isn’t the end goal, but a tool to navigate today’s world within their development era. This symbiotic relationship can redefine social media usage.
