[First published in The Grocer on 14/04/2023]
Generation Alpha are the first generation entirely born in the 21st century - but they are also the first generation where demographics are starting to not matter.
Marketers would benefit from separating the demographics from the psychographics.
With regards to the demographics, Gen Alpha are currently all children, so naturally they have small spending power, and/or their spend is influenced and perhaps monitored by parents.
Therefore, largely Generation Y values come into play here.
Generation Alpha may also look to their older peers and siblings who will influence them, so inevitably they’re not so different to Generation Z in attitude and expectation.
But considering the psychographics, youth isn’t about age anymore. Youth culture has entered the flat age era.
That is to say that it’s about an attitude and lifestyle rather than the number of candles on your birthday cake - more and more across all age groups, we’re embracing a youthful outlook.
There is a trajectory from Gen Y to Gen Z through to Gen Alpha, which is more purposeful, more youthful, and more individual.
That is something that’s only going to continue accelerating, but it’s happening for everyone.
Why should the kids have all the fun?
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