What's Trending for Generation Alpha?
What does the future hold for Generation Alpha?
The Alpha Generation are the first generation to grow up in an entirely digital world. Now, that is a first in the history of the human race! For people born between 2010 and 2025, the future looks quite different to their predecessors. As I write this, the oldest Alpha child is 13 years old and journeying into teenagehood. Defining an exhaustive list of Alpha traits is challenging because they aren’t fully mappable yet. Why? They’re not part of the consumer system because their digital experience is mostly under parental control. So what do we know about the forthcoming generation?
Sustainability and The Environment
Alphas are growing up as climate advocates. Even those born in the last few years are becoming more aware of what lies ahead for the planet and are invested in making a difference. A report from Wunderman Thompson Commerce (2019) says: “67% of 6-9 year-olds want to make saving the planet their career mission”. This is a giant shift from the previous generation, so education and career opportunities must pivot to enable this.
Also, the need for a circular economy is driving industries and companies to re-evaluate their business model. Fortunately, we’re seeing positive progress within the energy, packaging and clothing industries. Forward-thinking, circular fashion brands like The Little Loop are gaining traction. Check them out!
Petit Pli is another brand providing an alternative solution through innovative textiles. Their children’s clothes are made from recycled materials and constructed to grow with your child (hence the pleating). They’re also rainproof and rip-proof, so all in all, designed to last.
Social Values and Health
Gen-Z (preceding Generation Alpha) has paved the way for championing inclusivity, so it’s no surprise the Alpha generation will continue the cause. They want to foster a culture of acceptance. Well-being is part of the fabric of their life and will impact career choices, no doubt about it. They will have the power to choose an employer whose values align and where the whole employee is cared for.
The diets of Generation Alpha will be more sophisticated, focussing on a healthier lifestyle than their parents. They’re growing up in a society where identity, food and exercise are a big part of life, particularly in what they see online.
Technology and AI
Although tech-savvy, they value family time and time in the outdoors. The pandemic meant lots of time online, so they appreciate the importance of real connections and experiences.
Gen Alpha parents want to give confidence and empower their children to invest in the future. Parents will want to ensure screen time is balanced with family time. Mum and dad must be educated and up-to-speed with their tech to work with their child (rather than against them).
They will be the most educated generation in history due to on-demand information. They are creative, innovative and agile. Their careers will involve learning through extended reality platforms and immersive technology that can train like never before.
How can brands get ahead?
Now is the time! Brands must prepare for the plight of Alpha shoppers. These kids are currently in training as many have influence due to their parents involving their offspring in decision-making. Financial freedom is only around the corner — yippee!
Do you feel ready? Allow us to help! At Buttercrumble, we’re down with the kids. If you’d like to learn more about our trend forecasting expertise, please get in touch. We would love to hear from you.
