Move over Gen Z, there’s a new Alpha in town. As true digital natives and the “AI generation,” Gen Alpha (born 2010-2024) is already starting to redefine major industries and their ability to shape culture continues to grow.
We. Communications’ new “Alpha Intelligence” survey explores how older Gen Alpha kids (ages 10-14) and their parents are navigating our tech-driven world. Drawing on key findings from our survey, we hosted a webinar for PR and comms professionals. Below is a snapshot of what we discussed:
Growing up in a digital world where they have virtually unlimited access to information and content has given Gen Alpha an outsized influence in culture and at home. But they are also influenced by many — some surprising — sources.
For example, we surveyed Gen Alpha kids about who influences what they think is cool or what they like. “Friends” (69%) was by far the top response. Surprisingly, “parents” was actually next on the list (50%), followed closely by “online content creators” (46%). However, when we asked parents of Gen Alpha the same question on behalf of their kids, only 32% named themselves. So, parents are underestimating their own influence and many are actual arbiters of cool for their young kids — at least for now.
We also looked at why Alphas participate in online trends such as TikTok challenges or skincare routines. Their responses revealed that it’s because Alphas want to be in the know (43%), to be accepted by other kids (41%), and because they like to join new communities (35%). And about a third also said they just don’t want to feel left out.
As technology heads into innovation overdrive, it’s no surprise that tech is defining this group like no generation before.
Parents of Gen Alpha understand the need for technology and artificial intelligence (AI) in their kids’ lives but are apprehensive about what it means. For example, 38% said they’re happy that tech tools are available to make life easier for their kids, but more than half are worried about things like safety and security. And 38% are nervous about their kids relying too much on technology. The top three areas parents think tech will positively affect their kids? School, friendship and work. Conversely, they believe that tech will negatively impact mental health, physical health and relationships.
When it comes to AI, we discovered that kids are underestimating how much they use the technology. Nearly a third (29%) of kids say they rarely or never have used AI. However, of those kids, many actually have used AI-powered platforms and tools like Siri, Alexa, Spotify and photo filters, suggesting that they are unaware that they’re even using AI.
How can brands build real and lasting relationships with a generation growing up in an “artificial” world filled with fake images, doctored videos and parasocial relationships? According to our survey, brands need to both pop in culture and appeal to the individual if they want to connect with Gen Alpha. Eighty-four percent of kids say their favorite brands reflect their vibe and things that are important to them. And when we asked what’s more important — that a brand is popular with their friends/is trending online or that the brand reflects their personal vibe, nearly 4 in 10 (37%) kids think that both are equally important.
Is your brand ready to engage with the next generation of consumers? Are you in a position to start connecting with them and become a beloved Gen Alpha brand? Just like other generations, Gen Alpha is not a monolith, so there’s not just one way to attract them. To get started, here are three things to consider doing right now:
If you’re not sure whether you’re in a ready position to engage Gen Alpha and their parents, contact GenAlpha@we-worldwide.com to get our Gen Alpha Readiness Checklist for some key questions to ask within your halls.
We surveyed Generation Alpha kids and their parents to understand the impact of Alphas and what influences them, including how technology and AI are shaping them in a way we have not seen with other generations.
When who, how and what we pitch becomes AI-driven, are there really any “relations” happening in public relations?
Ah, the good old days! Anyone working in the communications industry knows them –either from personal experience or at least from the anecdotes of older colleagues...
We surveyed Generation Alpha kids and their parents to understand the impact of Alphas and what influences them, including how technology and AI are shaping them in a way we have not seen with other generations.
When who, how and what we pitch becomes AI-driven, are there really any “relations” happening in public relations?
Ah, the good old days! Anyone working in the communications industry knows them –either from personal experience or at least from the anecdotes of older colleagues...
