How can brands prepare for the arrival of Generation Alpha? Part 1

Generation Alpha, born after 2010, is currently the largest generation ever. About 2.6 million new members are born each week worldwide. They are expected to eventually exceed 2 billion. In doing so, they surpass previous generations such as the Millennials and Generation Z in size.

1. The most diverse generation ever

What sets Generation Alpha apart is its unprecedented diversity. Gen Alpha's are growing up in a world where ethnic, cultural and socioeconomic backgrounds are increasingly intertwined and family structures are increasingly diverse. Not only divorces and newly formed families are more common, but also alternative family forms such as single parenthood and families with 2 fathers or mothers. This illustrates the increasing globalization and changing family forms of the 21st century.

2. A generation with a purpose

Gen Alpha's attach great importance to social and environmental issues. They are growing up in a world where sustainability, climate change and social justice are daily issues. This generation is purpose-driven: they want to make an impact.

3. What makes us strong? Teamwork!

The sense of community and social connections are very valuable to Gen Alpha's. They have grown up with the idea that anything is possible as long as we do it together. For example, 54% of Generation Alpha prefer to play games together, while only 19% prefer to play alone.

4. A child of the world

Generation Alpha feels strongly connected to the world. Thanks to digitization, young people from both cities and villages are better informed about what is happening in the world. At the same time, we see the rise of niche cultures, with young people easily connecting globally with others who share the same interests. Where young people used to know perhaps only 1 person with a specific passion, they can now easily join an entire community sharing that same fascination via the Internet.

The unique characteristics of Generation Alpha present companies and brands with numerous opportunities and challenges. Below, we list some key insights.

1. Diverse and inclusive marketing strategies

Due to the diversity of this generation, brands must ensure inclusive marketing campaigns. That means campaigns should reflect different cultures, ethnicities and family types. Research shows that one-third of young people are already actively paying attention to diversity in media. This is important for brands because young people are more likely to seek alternatives if they do not see themselves reflected in the media or content they consume. Brands that show genuine diversity will be more relevant to this generation.

2. Purpose-driven communication

Brands need to clearly position themselves as social players. Examples such as the collaboration between WWF and Fortnite, where young people learned to understand the impacts of deforestation in a virtual world, show how brands can integrate sustainability and community engagement in a playful way. Companies that clearly articulate their purpose and values will resonate more with this generation.

3. Cocreation and community-building.

Generation Alpha seeks connection, both online and offline. Brands can capitalize on this desire by creating communities where these young people can meet like-minded people. This can be done through social media, forums or events focused on collaboration and interaction. Gaming platforms like Fortnite no longer just provide entertainment, but also act as social hubs where young people come together. These platforms even host large-scale events, such as Eminem's appearance at the launch of Fortnite Chapter 5. Building a strong community around a brand can strengthen loyalty.

4. Balance between global and niche

Brands need to focus on both the global aspect and niches. Generation Alpha feels at home in a global community, but also joins niche groups around specific interests such as gaming, fashion or music. Brands that capitalize on both global trends and subcultures can appeal to this generation on a deeper level.

By applying these strategies, companies and brands can more effectively address the needs and preferences of Generation Alpha.

Go to By Humans: episode 1