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👶🏼 The next generation is here
Is it time for marketers to shift their focus away from Gen Z and Millennials?
Welcome to Thursday. A big focus for marketers over the past decade has been reaching and resonating with Millennials and Gen Z. Even still, as these generations begin to age up and age out, reaching these generational demographics is still a popular topic of conversation.
It begs the question: When should marketers shift focus to the next generation?
Any good marketer would know that the exact correct answer is impossible to determine, but the right answer is most likely: sooner is better than later…
Introducing Generation Alpha (we'll talk about them in Strategy time, below).
Let’s jump in👇🏼
This week in marketing
This is where we share our favorite ad each week, some old, some new👇🏼
Not that Apple needs any additional promotion… this is just so satisfying…
Apple has always done a nice job of communicating simply, clearly, and quickly. Like most great advertising, the creative doesn't solely focus on the product. Instead, the product either complements the creative piece as a whole, or it helps to solve a problem presented in the creative concept or message. This is a really great example of the latter.
Enjoy!
Each week we’ll discuss any given topic related to marketing👇🏼
What we know about Generation Alpha…
As marketers have been focusing on engaging Gen Z consumers, the rise of Gen Alpha, the under-17 children of millennials and Gen Zers, is changing the landscape. Gen Alpha, born between 2010 and 2024, has already developed tastes and preferences that will impact their future consumer decisions. They are digital natives, highly influenced by technology accelerated by the pandemic. Gen Alpha prefers brands seen as adult-focused rather than "kiddie brands" and places a higher emphasis on purpose, with a desire to make a difference and help others/planet. They are also more likely to view gaming as a means of expressing creativity or building things, shaping the metaverse's future. (Full article: Marketing Dive)
According to a study by Razorfish, there are a few major characteristics for marketers to keep in mind about this next generation:
They see gaming as a creative outlet more than a way to stay connected or communicate with their friends, as with some of the older generations
While they are heavy tech users, they exhibit surprisingly low levels of tech dependence
Alphas show an affinity for mental health at a young age. According to the study, 75% of 8-10-year-olds think about mental health
A majority of Generation Alpha wants to “help others, or help the planet”
What does this mean for marketers?
Focus on technology and video games… Seriously…
From these insights, we can ascertain that marketers have been on the right track in embracing rapid technological evolution. Given this generation's demonstrated high level of tech-savviness, continuing on that path is a great bet. Also, considering their affinity for gaming and the gradual adoption of Augmented and Virtual Reality environments (i.e., the Metaverse), finding ways to reach Generation Alpha in those environments is on track to be a fantastic investment.
Our favorite content from this week!👇🏼
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I want to be the bridge to the next generation…