Generation Alpha—not a return to the old, but the start of something new
There are and have been different generations in different eras such as baby boomers,
Generation X, Y, and Z. But the first generation born entirely in the 21 st century is
entitled as the Alpha generation. They are the successors of Generation Z and were
born or will be born between 2010 and 2024. Alpha is the most digitalized generation
with broad exposure to the digital era and evolving technology. They have the best grip
on digital devices, just like it is their inborn trait. As they have access to technology from
birth they are projected as the most digitally empowered generation. And it will also
have a drastic impact on their educational life. According to McCrindle, formal
education has never been equaled in the history of the world, with a predicted 1 in 2
Gen Alphas to obtain a university degree. (FARRELL, 2024). The pandemic of COVID-
19 also had an immense effect on the digital adaptation of Gen Alpha because, at that
time, they were forced to adapt to new learning methods thus exposing them to a new
way of gaining knowledge. This generation also has vast access to environmental
knowledge and awareness because they will be the ones to face drastic climate
changes in their lifetime. And they are more prone to experience heavy changes in the
environment.
If Generation Alpha is compared to any previous generation there will be a stock of
things that will differentiate them from others. Such as, in the comparison of the
Millennials and Gen Alpha, both of these generations are opposite from each other.
Their characteristics, consumption patterns, behavior, approaches to problem-solving,
thinking patterns, social behavior, societal norms and values, education system and
knowledge-gaining practices, etc. All are different from each other. So, similarly, the
marketing approach also needs to be different accordingly. A marketer cannot expect a
millennial and an alpha to respond the same to a product. Their reactions will be
different because they have different perspectives. So there is a need to change the
way to reach potential
