This PSFK guide is a special report that takes a look at Generation Alpha, their needs, expectations and desires. It provides perspectives and implications for brands, advertisers and retailers looking to meaningfully engage with the Gen Alpha demographic.
By 2030, the first members of Gen Alpha will be young adults and begin to interact with brands directly. While the oldest representatives of the cohort have just turned 12, Generation Alpha already has a strong digital presence and brand awareness, and holds a robust command of families’ purchasing decisions.
As Gen Alpha grows up surrounded by fast-changing technology, digital streaming, social media and screen time on every available device, this streaming generation will become the next big challenge for brands and marketers.
Alphas are the next generation of customers, and retailers do not want to lose out on their future spending. In this report, PSFK researchers explore what shapes today’s Generation Alpha and the consumer shifts in the market brands can expect as the cohort reaches its maturity. Supported by best-in-class examples of innovation, understand what Generation Alpha is today and what to expect from the cohort in the future.
This marketplace strategy research paper has been developed by the same researchers and analysts who help the world’s leading companies (inc. Nike, Google & Samsung) understand and activate trends. They help companies that include Nike, Google & Samsung with their sector-leading market research platform and bespoke trends research and innovation consulting.
Alphas spend a serious amount of time and money creating their true representations inside virtual worlds. Outlining the importance of self-expression within the virtual realm, one fifth of Roblox’s daily active users, which means around 8.6 million gamers, update their avatar every day. Some brands have already grasped the opportunity through digital clothes, products and NFTs, empowering Gen Alphas with freedom of representation when it comes to their avatars and digital spaces. Alphas’ approach to...Creating Meta IRL Experiences
Despite living in the hyper-tech era, digital does not outweigh the physical just yet for Alphas. The generation strongly values both experiences: offline and virtual. To reach this cohort, brands must balance the physical and digital aspects of the customer experience, merging both realms and increasingly adopting digital features like AR, AI, IoT and biometrics within physical settings. As we move forwards, kids will expect experiences around co-creation, experimentation and engagement in...Collaborating On Tomorrow's Meta Society
While still in its earliest stages, the metaverse is already being adopted by tech-savvy Alphas. For Gen Alpha, rather than a pure-game concept, the metaverse becomes a place for experimentation, creativity and most importantly, social interaction. The experiences cultivated on the virtual platforms are empowering Alphas with new forms of self-expression, personalization, collaboration and co-creation, all of which will inform this cohort's future customer experience expectation. By providing the tool for kids to create their...
Readyland’s line of hyper-innovative, printed children’s books use Amazon Alexa’s smart voice assistant technology to create a magically immersive reading experience with book characters that can talk back to and engage the child reading.