Beyond the screen: the multifaceted world of Gen Alpha
Generations and their inevitable stereotypes have always existed – apparently all Baby Boomers are hard-working technophobes, Gen X’s independence comes from their “latchkey” childhood, Millennials want a participation trophy, and Gen Z are eternally anxious when not scrolling on TikTok. So, what stereotypes are emerging about the latest generation – Generation Alpha? In short, their dependence on technology. But how true is this?
In a recent presentation at the AURA Generational Insights Conference, Magenta’s Senior Research Executive Coco Ravan explored the multifaceted world of Gen Alpha, from their screen time habits to how we can separate them from their predecessor Gen Z. Keep reading for a wrap up of what we shared.
Why do generational insights matter, and why should market researchers listen to them?
Before considering the significance of Generation Alpha’s trends and behaviours, we need to first ask if researchers should even care about generational insight? At Magenta, we believe you should. Why? Look no further than the example of Brat.
For those reading who are not a Charli XCX fan, the pop singer released an album in summer 2024 called Brat that sparked a cultural phenomenon and the popularisation of the phrase Brat Summer. The album’s celebration of partying and hedonism was particularly popular with Gen Z, whose adoption of the bright green aesthetic has not gone unnoticed…
Even politicians such as Sadiq Khan and Kamala Harris adopted the Brat aesthetic in an attempt to engage more Gen Z voters. Whilst this is only one example, the Brat Summer phenomenon, and more importantly its popularity with Gen Z, encapsulates the importance for researchers and brands alike to stay updated on the latest trends to effectively be able to communicate with generations. Sadly, it’s not as simple as using bright green for messages aimed at Gen Z, brands need to be in the know as to what that bright green means to Gen Z.
What are the emerging trends of Generation Alpha?
The focus of Magenta’s presentation at the AURA Generational Insights Conference was to explore the multifaceted world of Gen Alpha. Generation Alpha is the generation born from 2010 onwards, meaning the oldest members of this generation are still only 14.
Due to the fact that Generation Alpha are still growing up, we cannot draw any concrete conclusions just yet. The ones we are able to draw are only predictive traits at most, but are already being noted for their similarity to Gen Z – resulting in the two generations often being grouped together. So how should researchers be separating Generation Alpha from their Gen Z predecessors?
Digital natives: Gen Z grew up alongside the explosive growth of leading online platforms and as a result have social media embedded into their lives. Gen Alpha in comparison are children born after 2010, the same year the iPad was first released. They have grown up alongside technology and will in all likelihood surpass the digital skills of Gen Z, as they will never know what it is like to complete homework without the support, and perhaps luring call, of AI.
Entrepreneurship: Gen Z are motivated to explore the potential of side hustles, and often as a response to financial anxieties sparked by the Cost of Living. Whilst the idea of children as entrepreneurs is not new (picture the visual of a lemonade stand!), Gen Alpha are growing up seeing the opportunities to become YouTube content creators and gaming streamers and they want to explore what these opportunities could mean for them. Gen Alpha are approaching entrepreneurship in a way less concerned with financial benefits (not surprising considering how young they are!). Instead, many are creating their own YouTube videos and hope to one day monetise their hobbies. Have they become overnight millionaires? Not yet. But is it encouraging them to continue exploring and learning their digital skills and hobbies? Absolutely.
A new learning style that combines the visual with AI: Similar to their Gen Z predecessors, Gen Alpha prefer visual media over text – likely sparked by growing up with YouTube and TikTok (although they’re technically not legally allowed on the latter!). Gen Alpha have been nicknamed Gen C for Generation Covid due to the impact the pandemic had on them, largely due to the impact on their education. Covid saw Gen Alpha’s education but also free time and even play dates shift to online and this preference hasn’t quite ended even though the pandemic has. Although this is thought to have caused a shorter attention span in Gen Alpha, it has also made the importance of visual, online educational resources more important than ever before.
A new job market: Gen Z prioritise flexibility and freedom, as well as jobs that offer security amongst growing global financial instability. Gen Alpha’s careers in comparison likely don’t exist yet and will form as AI continues to develop. It is predicted Gen Alpha will have fluid careers that combine technology, creativity, and a passion for global social issues. As brands position themselves to Gen Alpha, it’s key to remember that Gen Alpha are not only their future consumers but future employees too.
Passionate global citizens: Gen Z are vocal about improving social issues, often through their consumer choices and vocal activism. In comparison, Gen Alpha grew up not only through a global pandemic but in a time where it has never been easier to access news on national crises online, meaning Gen Alpha have an advanced awareness of the issues happening around the world. Yet Gen Alpha remain hopeful and see the responsibility as a personal one to change their behaviours – such as recycling and getting involved in eco initiatives at school. It is predicted this attitude will not weaken, but continue to be empowered through their familiarity with AI to find new technological activist solutions. As Gen Alpha grow up, they are seeing the impact other young people like Greta Thunberg can have for global issues, so why can’t they do the same?
Case study: Ofcom – Exploring High Media Literacy in 8-12 year olds
A piece of research which really brought to light the relationship between Gen Alpha and technology is a project Magenta was commissioned by Ofcom to research, exploring how Highly Media Literature children aged between 8 and 12 years old navigate their online worlds.
The research uncovered four key behaviours in highly media literate members of Generation Alpha:
Maintaining privacy: Gen Alpha are demonstrating their high media literacy through their cautiousness online as they take steps to avoid sharing personal data. They use usernames with generic words and practise the strongest privacy settings where possible.
Managing online relationships: Whether we like it or not, Gen Alpha are already using TikTok (even though technically they may not be allowed!). The good news however is that more and more of Gen Alpha who are highly media literate are increasingly connecting safely with their friends online, often using methods to confirm their friends identities and avoiding strangers.
Balancing time online with health and mental wellbeing: Gen Alpha do acknowledge the potential downsides of too much screen time, but at the end of the day they are still kids and want to stay online as much as possible – instead relying on parental controls to manage screen time.
Assessing reliability of online information: Gen Alpha know that information online isn’t always reliable and some are already demonstrating their high media literacy through cross-checking online information across multiple sources.
Similar to previous generations, we are also beginning to see the nuances of Generation Alpha emerge. Our research uncovered that older girls, aged between 11 and 12 years, demonstrated higher media literacy knowledge and skills than both younger girls (aged 8 to 10 years old) and boys, irrespective of their age.
So what behaviours are emerging about Gen Alpha and how true are the existing stereotypes on their technology dependency? In truth, we don’t fully know yet. What we are beginning to see emerge however is some truth behind the stereotype that they will be a generation reliant on technology – but maybe not in the glass-half empty way we all fear. There is no denying that the screentime of the average Gen Alpha child would be seen as alarming to most, although understandable due to the lives of Gen Alpha moving fully online during the COVID pandemic but never really moving back offline. But with this time spent online comes several key benefits that should not be dismissed: impressive media literacy and a curiosity to learn increasingly advanced digital skills, an interest to explore the opportunities that online entrepreneurship and side hustles (something as simple as a YouTube channel) could offer, as well as an awareness of issues happening around the world. The combination of advanced digital skills, feeling empowered when online or using AI and access to global news means that Generation Alpha could be the hope we are all looking for in the next generation to be vocal social champions who utilise technology for the betterment of society. Is this optimistic? Absolutely. Unrealistic? At Magenta we don’t think so.
Whatever happens, at Magenta we’ll be keeping our finger on the pulse so we’re always ready to discuss all things Generation Alpha!
Want to learn more about the Ofcom research? Find the full published report here: https://www.ofcom.org.uk/media-use-and-attitudes/media-literacy/Exploring-high-media-literacy-among-children-aged-8-12