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Technology never stands still. Neither does the job market. Generation Alpha is poised to storm the workplace in a few years. Every week, some 2.6 million new members of this generation are born worldwide, and their numbers are expected to soon exceed 2 billion. In doing so, they will surpass previous generations in size, such as the Millennials and Generation Z, and become the largest generation ever.
Generation Alpha: who are they and what drives them?
Digital all the way
Generation Alpha is the first generation to grow up completely in the digital age. For them, smartphones, social media and technology are natural from an early age. Research shows that 35% of children in this generation own tablets, 27% own laptops and 50% own smartphones. They spend a lot of time on YouTube and gaming platforms, which greatly influences their thinking and lifestyles. So brands will also need to be present here.
Live long learning
Generation Alpha is likely to study longer and loves gamified learning. Where a Gen X'er learned skateboarding from his friends, a Gen Alpha learns skills through tutorials from around the world. These young people have access to a wealth of knowledge and digital tools, making their learning more dynamic and worldly. Companies will have employees who will be creative and take advantage of all the technological tools they have access to. For this generation, "the sky is the limit.
Digital interaction and engagement
Because Generation Alpha grew up digital, a strong online presence is crucial. Brands must bet on innovative and interactive content to appeal to this generation. Gamified content, augmented reality and virtual reality can help increase engagement with this generation (more on this in our blog on the metaverse). Offering smart technology and educational apps also aligns well with their technology skills and curiosity.
How can brands respond to this?
Generation Alpha embodies the digital future. If brands want to connect with the needs of this generation, they need to anticipate now. You can only reach this generation by investing in technology and an immersive digital experience. Responding to their preference for interaction, personalization and growth is a must, but you must also remain authentic and accessible. Only companies that understand how Gen Alpha's think and evolve will succeed in engaging with them.
Want to learn more about this new generation? Generation Alpha is the common thread throughout the first series of our podcast By Humans. Listen to it now on Spotify.
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