How can brands prepare for the arrival of Generation Alpha? Part 3

1. Long live (and different) learning. Generation Alpha is likely to study longer and loves gamified learning. This generation has access to a wealth of knowledge, digital tools and AI tutors. Learning will thus become more dynamic, global and personal.
   
2. Focus on mental health. This generation is growing up in an increasingly fast-changing world, leading to more stress and mental health issues. Dado refers to AI psychologists who can provide low-threshold support to young people by always being available for conversations and advice. The question, of course, is whether this is a structural solution.
   
3. Value cocreation. Gen Alpha's have a great need for participation and collaboration. They expect brands to listen and actively involve them in the development of products and services.
   
4. Attraction to virtual influencers. This generation is interested in virtual influencers, who appeal through entertainment and recognition.

1. Education and AI tutors. Brands focused on educational products or services can benefit from the emergence of AI tutors. Together with developers of educational technologies, they can create learning experiences tailored to the specific needs of Generation Alpha, enabling these young people to learn and grow more effectively.
   
2. Mental health initiatives. Brands can bet on mental health by partnering with platforms that offer AI psychologists. By providing resources that help young people promote mental wellness, brands can position themselves as supportive partners in their lives.
   
3. Encourage cocreation. Brands should embrace opportunities for cocreation. This can be done by actively soliciting user feedback and involving them in product development. Platforms where young people can share their ideas and contribute to the creation of products foster the connection between the brand and the consumer. A good example is Chubbies, a swim shorts brand that determines its content in consultation with the community.
   
4. Use of virtual influencers. AI influencers offer several advantages for brands. For example, they have complete control over their AI influencer's image and message, allowing them to avoid unexpected statements and controversies. In addition, AI influencers can generate content and engage in interactions on a large scale, without the limitations of real people. In the long run, they can also be more cost-effective than human influencers, who must be paid for each collaboration. Moreover, AI influencers have room for creative expression without the constraints of the physical world. Brands do need to be transparent about the use of AI-generated influencers and think carefully about how they want to use them. After all, it is essential that virtual influencers are authentic and valuable to the target audience.

The arrival of Generation Alpha presents both challenges and opportunities for brands. By capitalizing on this generation's unique characteristics, expectations and tools, brands can stay relevant and build deeper connections.

Would you like more insight on how brands can prepare for the future? Then read our blog posts and listen to our By Humans podcast.

Listen to By Humans: episode 3