ENGAGING GEN ALPHA—4 STRATEGIES TO ATTRACT THE MOST TECHNOLOGICALLY SAVVY GENERATION
Originally published on AdAge by Movers+Shakers’ Sr. Strategist, AJ Pulvirenti
Just when the industry has almost cracked the code on Gen Z, in comes Gen Alpha (born from 2010). This generation had the unusual experience of growing up during the pandemic. In addition to the generation’s other defining characteristics, including passion for social progress and equality, humor and creative digital independence, the best way to connect with this group is from a place of joy.
The first step in engaging Gen Alpha is understanding its unique value set:
Creative digital independence
Growing up during the pandemic, Gen Alphas found solace in escaping to online virtual worlds such as Roblox and Fortnite. Here they would build their own identities and communities that pioneered a sense of adventure, joy and wonder—escaping a rather stagnant and isolated IRL world.
They now actively look for activities that further their sense of skill-building and collaboration, especially in digital spaces where opportunities for creation are limitless. Marketers should consider meeting Gen Alphas digitally where they are enjoying leisure time focusing on activities they love.
Meaningful IRL connections
Although interest in online world-building games is showing no signs of slowing, Gen Alphas also are also drawn to IRL connections for social interaction—a result of isolation during their key developmental years. According to GWI's Gen Alpha report, there is a shift toward spending time IRL with friends on the weekend as opposed to online, a greater interest in gym/sports as opposed to other school activities and more screen fatigue (their digital patterns are hinting at a generational podcast boom).
There’s also a shift away from small screens to big screens or no screen at all.
The aftermath of screen fatigue may well be one of the biggest lasting impacts of the pandemic on Gen Alpha. Connecting with this group can happen online but consider connecting via movies, sports, music or theater.
Social progress and equality
Growing up under Gen Z's wing, Gen Alpha has a socially aware conscience. Gen Alphas see social and environmental injustice on their TikTok feeds and are passionate about helping others as it brings a sense of accomplishment.
They not only seek happiness for themselves but look to spark it in others. Creating spaces on social media platforms to gather and share the happiness they derive from helping is one way to be present during a moment of pride and accomplishment.
Escapist, zany humor
Gen Alpha's first meme, “Skibidi Toilet”—nothing more than an animated head spinning inside a toilet bowl—signifies Gen Alpha's interest in wacky, seemingly pointless comedy. The Skibidi Toilet creator, "DaFuq!?Boom!,” most of whose videos have more than 20 million views, has nearly 23 million YouTube subscribers and a TikTok account with nearly 2 million followers.
Comedy is Gen Alphas’ silver lining, so dial up the humor to reach them. They're surrounded by it on TikTok, the generation’s platform of choice.
Gen Alphas have arrived with a unique blend of resilience and innovation. They’ve harnessed the power of digital autonomy while championing their love for the whimsical and the absurd. They’ve taken the act of rebuilding their post-COVID lives into their own hands while developing the desire to rebuild the lives of those around them. As we embark on the journey to connect with Gen Alpha, we must do it from a place of pure joy, embracing their zest for life and the boundless opportunities it holds.
