US Edition
The most diverse generation yet
Racial and ethnic diversity are hot topics right now – and rightly so. As Generation Alpha grows up as the most diverse population, we set out to explore how this impacts their views on the world. We talked to the kids themselves to get a better understanding of the world that they’re living in, and how this is impacting their views now, and for the future.
KEY US INSIGHTS
50%
of children will be non-Hispanic white
by 2020
94%
believe that boys and girls should be treated fairly
10
Generation Alpha kids want to be a Dad when they grow up
95%
of Generation Alpha are already Climate Crusaders
The U.S. Census Bureau predicts no single group will comprise 50% of the population by 2045. Even with Gen Alpha’s diverse backgrounds, opinions did not greatly vary. Brands cannot rely on broad demographics to identify target customers.
Gen Alpha has a strong sense of fairness across gender issues. They expect to be treated equally and the research suggests they have fewer gender biases impacting perceptions compared to Millennials and Baby Boomers.
We’re seeing an increased role of Dads in kids’ lives which is now seen as a “proper” job. This could have future consequences in reducing the current inequalities at home.
Taking care of the environment ranks high among Gen Alpha and they’re already taking steps to help. 38% say it's important to recycle versus 22% of Millennials and Baby Boomers.
HOW TO FUTURE PROOF
FOR GENERATION ALPHA?
Despite their age, Gen Alpha is in tune with bigger issues than previous generations and marketers need to take notice. Financial institutions such as PNC Bank have partnered with TV show Sesame Street in the US to help children develop financial responsibility and skills. Media houses are moving into the Gen Z and Alpha podcast sector – the NPR show Wow in the World aims to spark discussion between kids and their parents, on topics as diverse as science, technology and ethics.
But, it’s not Generation Alpha that brands need to worry about, it’s the changing world around kids today and the impact it will have on them. Brands must get ahead of this generation whose world is so much more diverse, but whose views don’t fit into categories like previous generations. And then, what about other Generation Alpha and indeed other generations whose views don’t align with yours?
Navigating through this minefield to get on the right side of these youngsters as they come of age is not that easy. Generation Alpha is a more nuanced generation than ever before and brands will no longer be able to rely on just talking to one specific group. And, we know that there’s a rise in strong, heated opinions and disagreements with people of opposing views. Understanding your audience and their influencers and detractors has never been so important.
Laura Macdonald
SVP & Head of Consumer, North America
Read more about Generation Alpha in our full report.
Download Full Report
Interested?
Download Full Report
50%
of children will be non-Hispanic white by 2020
94%
believe that boys and girls should be treated fairly
10
Generation Alpha kids want to be a Dad when they grow up
95%
of Generation Alpha are already Climate Crusaders
GET READY. preparE for Generation Alpha.
For brands that want to future proof themselves for Generation Alpha, there are some clear places to start.
Understand your audience
Brands will no longer be able to rely on broad demographics to identify your target customer, instead you will need to get much more granular to really dig into potential audiences based on those who most closely align to your own brand values and product proposition. Doing so will have a powerful impact in the design of your programs and turn customers into advocates. Learn more about how we do this for our clients here.
Prepare for Pushback
Brands will no longer be able to just know the opinions of your customers, but the opinions of your non-customers who in today’s hyper-connected world may still have an opinion. Preparing for that push back will be crucial to continue to win the hearts and minds of your customers – particularly Generation Alpha who are so conscious about treating everyone equally. Learn more about how we handle the haters here.
MORE GENERATION ALPHA
Looking for more on Gen Alpha?. Check out our past reports, Understanding Gen Alpha and What the Parents Have to Say.
Laura Macdonald
SVP & Head of Consumer, North America
laura.macdonald@hotwireglobal.com
DOWNLOAD YOUR COPY.
