How can brands prepare for the arrival of Generation Alpha? Part 4

'Community building' is becoming increasingly important in the digital world. The trend indicates that content and digital experiences will be more interactive, immersive and especially gamified. Generation Alpha, children born after 2010, spends an average of 2.5 hours a day in virtual worlds such as Roblox and Fortnite. As such, these platforms are more than just games. They function as social playgrounds where interaction and self-expression are key.

One notable trend is that children under 13, if given the choice, are more likely to choose virtual money as a birthday gift. Robux, the currency of Roblox, shines more brightly for them than real coins. This is because in digital environments, they have the freedom to spend their money on whatever they want without the constraints of the real world. This says a lot about their priorities and the value they place on digital properties.

Nearly 55% of young people under 15 also feel more comfortable in the virtual than in the physical world. This shows that the line between virtual and real is becoming increasingly blurred. It also highlights how crucial these digital environments are to the future of social interaction and economies.

Challenge for brands

The challenge for companies and organizations lies in how they adapt to this virtual future. About 2 years ago, we saw a trend where many brands wanted to build their own virtual world. This ambition remains relevant, but requires serious commitment. Whether you work with internal employees or external partners, you can't just launch a virtual world and expect people to come naturally. New products are not enough. Without active maintenance and community management, you won't build a sustainable customer stream.

Opportunities and responsibilities for brands

Compare it to traditional community management, but in a virtual setting. Active involvement from within the company is essential, as the large presence of users in these digital spaces offers tremendous opportunities for a brand. At the same time, caution is needed, especially when it comes to advertising to children. About 60% of users are under the age of 16, which means brands need to think carefully about how they proceed.

Brands can create strong communities and long-term engagement with the much-coveted Generation Alpha, but only if they fully align their approach with the needs and values of this younger generation. This requires a deep understanding of their preferences, but also an ethical approach that takes into account the impact of digital experiences on their development. Brands that succeed in this can not only benefit from current trends, but also build a loyal constituency that feels connected to them in the virtual world.

Curious about more insights on how brands can prepare for the future? Check out our blogs and listen to our podcast By Humans.

Go to ByHumans: episode 4