Though it may be tempting to lump them in with Gen Z (born between 1997 and 2012), a successful Gen Alpha (born after 2013) strategy will require marketers to understand their differences.
Here are three ways the two generations differ, and how marketers can use those differences to target Gen Alpha consumers.
As the second digitally native generation, Gen Alpha will adopt technologies like smartphones and social media even faster than Gen Z.
What it means for marketers: Gen Alpha will grow up “immersed in a mobile reality,” said our analyst Christina Obolenskaya. Marketers need to create seamless digital experiences across platforms and target Gen Alpha consumers with mobile-first strategies.
Representing 13% of the US population and counting, Gen Alpha consumers are more diverse than every other age demographic.
Nearly 3 in 10 (26%) Gen Alpha consumers are Hispanic (compared with 19% for the general population) and 7% are two or more races (versus 3% for the overall population), according to US Census Bureau data.
What it means for marketers: This generation expects the diversity they see in their peers to be reflected in marketing efforts. But diversity doesn’t just apply to race: Gen Alpha expects diversity in age, sexual orientation, gender, and more.
As Gen Z enters early adulthood, Gen Alpha is still squarely in the beginning stages of life, relying on their parents to shop for them. That doesn’t mean they don’t have purchasing power, according to a Morning Consult report, which defines Gen Alpha as consumers ages 0 to 9.
Marketers need to keep parents in mind.
What it means for marketers: Gen Alpha consumers are not shy about sharing their preferences with their parents. In-store promotions may be the best way to target younger consumers, but working with influencers on branded videos may also drive purchases. To reach Gen Alpha’s parents, marketers should lean into how their products or services can improve their children’s well-being or make the world a better place.
This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.
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