What Are You Doing To Reach Gen Alpha?
Next up on everyone’s mind? Gen Alpha: The kids of millennials, fast and furiously emerging on the scene as the most important consumer group.
Gen Alpha are born between 2012 - 2024+, the youngest being babies (and more on the way) and the oldest are around 12.
Here’s our initial download on Gen Alpha, the [digital] forces shaping this generation and the brands that are already gaining momentum with them.
Look out for more to come on how this generation is shaping up.
Gen Alpha uses social media differently than any other previous generation (VELOCITY 39)
TikTok and YouTube are ingrained with Gen Alpha. They know no other way. They go online to explore, learn and research what they are interested in.
Why?
Gen Alpha has never lived in a world without internet access. They are social and tech first, native online users. It’s what makes them extra curious, extra creative, extra imaginative.
Because of this, Gen Z is using platforms differently. For them, Pinterest isn’t just a mood board, and Roblox isn’t just a gaming platform – rather, these are where Alphas go for connection, entertainment and self expression, values that are UP with this generation.
And what’s DOWN? Instagram. For all the reasons you may be reading about thanks to Jonathan Haidt’s new book.
Brands killing it:
H&M is drawing in Alphas on Roblox via “Looptopia”: H&M has created an innovative, creative digital space for communities to connect through fashion in Roblox.
Participants have the ability to style their avatar as they desire and show their creations on the catwalk
Claire’s Shimmerville: Claire’s partnered with Super League (a metaverse gaming creative powerhouse) to allow users to unlock limited edition avatar wearables on Roblox – encouraging Gen Alpha to express themselves “phygitally.”
2. Thanks to TikTok… Gen Alphas are masters of “aesthetic” curation (VELOCITY 27)
PRO TIP: The term “aesthetic” refers to the visual theme, mood, or vibe of a picture, video, or social media account. On social media, users try to curate specific aesthetics to express themselves (i.e., minimalist, preppy) and then match their style / fashion to it.
Gen Alphas are using “aesthetics” as a way to describe themselves and their personal style – think subcultures (“preppy,” “grunge,” “goth”) but hyper-niche (“euro-girl summer,” “indie sleaze“, “pastel goth.”
By identifying with a certain “aesthetic,” Gen Alpha can do more than just find content and outfit inspo online – they can announce to the world who they are and how they see themselves.
The challenge? Aesthetics are fleeting – how will brands keep up? Here’s who is…
Rhode is a big player in the aesthetic game, largely due to the founder – Hailey Bieber – not only curating trends, but creating them. In 2023 Bieber was credited with starting the “strawberry girl summer” craze via a no-fuss Instagram post. Today, Rhode goes all-in on creating the perfect vibe – while making sure that their products are front and center of her “aesthetic” du jour.
Starface's aesthetic is one of playful imperfection – classic cool-girl laissez-faire. Rather than trying to camouflage pimples, Starface’s colorful and eye-catching healing patches are meant to bring in some unexpected fun into the everyday.
3. Alpha’s are leading the way on AI (VELOCITY 51)
Since birth, Gen A has been exposed to AI. Growing up in their household, it was commonplace for Gen A to see their parents interacting with the most rudimentary AI tools like Siri and Alexa.
They will grow up with AI fully immersed into their day to day lives and are already savvy on how to use it for their benefit.
It’s already happening with AI Clones.
PRO TIP: AI cloning is the process of using AI algorithms to create digital replicas of individuals who look, behave and talk like the real person.
Gen Alphas are at the forefront of self-cloning, utilizing AI to get to know both strangers and friends. Sendit, a social media app that creates AI clones of people that interact with other people’s AI clones, has already surpassed 1M users.
Here’s a popular use case: ask an AI clone what your friend wants for their birthday so you can still surprise them while giving them what they want!
➡️ What’s Next:
More to come on Gen Alpha’s sources of influence, the importance of IRL experiences (despite their digital immersion), the impact of their Millennial parents and some other trends shaping this generation!
