Three things we know about Generation Alpha
Gen A, also known as Generation Alpha, is quickly becoming a subject of interest as they hit the decade mark. While generational theory is not perfect (there’s an ongoing debate as to where one generation ends and another begins) the general consensus is that the oldest Gen A’s are just hitting double digits.
While it’s difficult to identify trends among the toddler set, there are a few insights that are emerging from the youngest and most diverse of the generations.
They are already living in the metaverse
While adults are just becoming familiar with the metaverse, many kids are interacting there daily. Roblox and Minecraft are the most popular destinations for Gen Alpha. Of Roblox’s almost 50 million daily users, about half are under 13 years of age (for context that is half of all children under the age of 12 in the U.S.). And more than 50 percent of boys and 30 percent of girls aged 3 to 12 play Minecraft. As they grow up, familiarity with and expectations for the metaverse experiences will be very high.
They crave authenticity in social networks
As you might have guessed, you likely won’t find Gen Alpha on Facebook. Rather, their top social networks include YouTube (also Gen A’s top brand), Reddit, Discord, and TikTok. For them, social media is more about a discussion and less about how they seek to appear. Gone are the days of the perfect Millennial influencer. Gen A seeks a more authentic social experience, probably because much of their social interactions take place there—especially as they grow up in a socially distanced world with COVID.
They are hyper aware of the world around them
Like their Gen Z elders, Gen A deeply cares about the world around them. That’s in part because they can actually see what’s happening around them vi technology. According to a study from Hotwire, 97 percent care about keeping children safe at school and an equal number are concerned about making sure everyone has enough food to eat. 95 percent care about the environment and a stunning 94 percent care that boys and girls are treated fairly, which is much higher than any previous generation.
When we think about Gen A, it’s important to understand these expectations. From always-on technology to being raised by parents who work from home, our new normal is the only one they’ve ever known.
It’s also important to think about the future they’ll live in, because it will be very different from anything we’ve seen. This is a generation who will grow up with biometrics, self-driving cars, quantum computing, and crypto. They will interact with robots regularly. And by the time they hit middle age, Mars will likely be colonized by humans.
