1、Exploring Generation AlphaA Look into the FutureThought leadership 20232“Look at this,man,”Tristan Walker says as he leans into a wooden lawn chair in his backyard.He forms his thumbs and index fingers into a rectangle and squints through it at the seven-bedroom literal house on a hill before us.Its

2、 a warm April afternoon,too early yet for Georgias notorious swelter.Blues singer Tyrone Daviss“Baby,Can I Change My Mind?”plays from a glowing Bluetooth speaker that doubles as a sleek outdoor light.Brands today are focused on Gen ZDigital natives,aged 18-25,who have taken commerce,gaming,and socia

3、l media by storm.But what about Alphas?The fast-growing generation.expected to reach 2.2 billion by 2024.They are the 17-year-old children of millennials and Gen Z and are the future consumers of many brands.SPOILER ALERT:Remember when you were a kid?Alphas arenothing like that.1Are You Are You Alph

4、a-Ready?Alpha-Ready?3“Look at this,man,”Tristan Walker says as he leans into a wooden lawn chair in his backyard.He forms his thumbs and index fingers into a rectangle and squints through it at the seven-bedroom literal house on a hill before us.Its a warm April afternoon,too early yet for Georgias

5、notorious swelter.Blues singer Tyrone Daviss“Baby,Can I Change My Mind?”plays from a glowing Bluetooth speaker that doubles as a sleek outdoor light.Yes,Alphas love their smartphones,.but do you know what they would change about them?Yes,Alphas are influenced by content creators,.but do you know if

6、they want to be one?Yes,Alphas favorite games are Roblox,Minecraft,&Fortnite,.but do you know why?Yes,Alphas relationships with brands are still developing,.but do you know what their favorite brands are today?Going deeper than what you already“know”4Table of Contents1.Methodology2.Alpha Insights3.C

7、reative Thoughts5“Look at this,man,”Tristan Walker says as he leans into a wooden lawn chair in his backyard.He forms his thumbs and index fingers into a rectangle and squints through it at the seven-bedroom literal house on a hill before us.Its a warm April afternoon,too early yet for Georgias noto

8、rious swelter.Blues singer Tyrone Daviss“Baby,Can I Change My Mind?”plays from a glowing Bluetooth speaker that doubles as a sleek outdoor light.1.Uncover the attitudinal characteristics and behaviors of Alphas2.Draw clear contrasts between Alphas and Gen Z3.Prompt new thinking and opportunities for

9、 how brands can resonate with AlphasObjective6Our Approach&MethodologyGen Alpha PrimaryUsage&Attitudes SurveyGoing WideWe partnered with preeminent research company,GWI,to create a survey exploring the similarities and differences across Gen Z and Gen Alpha.This study aimed to validate the findings

10、from our qualitative research and uncover additional insights.Results were also compared to GWI Kids panel.Gen Alpha EthnographiesGoing DeepWe partnered with youth specialist research house,The Pineapple Lounge,to delve into Gen Alpha.We explored their habits,tech usage,gaming behavior,and brand awa

11、reness and created 16 unique online activities where,over a 7-day period,respondents and their parents answered prompts with text,video,and images.Sample500 Alpha respondents(ages 8-10)464 Gen Z respondents(ages 16-24)Mix of gender,HHI,and locations within the U.S.Global coverage will be available f

12、or future surveysSample15 Alpha respondents(ages 8-10)Mix of gender,household income(HHI),race,and locations within the U.S.All tech-forward and tech-fluentQUALITATIVEQUANTITATIVE7INSIGHT ZEROBefore we start8“Technology happened kind of by accident here.We didnt have tablets,but once the pandemic st

13、arted and the kids were home,my husband and I were both home working we ordered the kids Kindle Fires because we needed help keeping them busy!”Parent of 8 yr.old girl|New YorkI try to be consistent,try to make it steady,but school has done a lot really in introducing technology to him through there

14、.They get an iPad for school.”Parent 10 yr.old boy|MissouriI honestly didnt expect her to be as connected to other people as she is,but its a nice surprise.I figured she would just play some games,by herself,and only interact with the computer.I hear her chatting with friends through the calling fea

15、ture on the games.”Parent of 10 yr.old girl|MissouriThe undeniable,irreversibleimpact of COVID-19.The pandemic changed the relationship between Alphas,their parents,and technology.Those changes are now permanent.Parents(Forced)AcceptanceDue to the challenges of schooling and remote work colliding,pa

16、rents handed kids technology earlier than desired,unsure of the consequences.Embedded in EducationRemote learning was practically non-existent prior to 2020.Schools needed to integrate tech to engage students in this new environment.Accelerated AdoptionAlphas digital usage and adoption increased dur

17、ing the pandemic.What initially seemed like it might be problematic,has now been proven to be a positive.2.1.3.Source:Razorfish x TPL Ethnographies,20229INSIGHT ONEFor Alphas,its its purpose first.10”To become a vet and I am inspired by my dad because he is always working hard and getting us what we

18、 need.”9 yr.old boy|Arizona“To become a chef and open my own restaurant and I am inspired by my parents and what they teach me.”10 yr.old girl|New YorkQ.Fill in the blank.My dreams for the future are_ I am inspired by _.Alphas arent focused on fame;they are motivated by a greater sense of purpose.It

19、 isnt all about the money with Alphas.They are selflessly focused on making an impact that will shape the world around them through careers like doctors,veterinarians,and scientists.“What do you want to do when you grow up?”35%30%25%20%15%10%5%0%To make a difference or help others/planetTurn my hobb

20、y into a jobBuild/create new thingsMake lots of moneyTo becomefamous11VSAlpha:Gen Z:The Z to A MindsetOnly 15%Only 15%Future career choice of Gen Z helps people or animals in need.#1#1Future career choice of Alphas helps people or animals in need,respectively.12INSIGHT TWOEven at their young a

21、ge,Alphas are true to themselves.13“How important is it to be yourself?”Despite Alphas growing up surrounded by endless glossed up and questionable authentic content on social media,92%of them value being themselves.Alphas understand the power of authenticity and resist pressure to be someone else.A

22、lphas are already unapologetically themselves.Only Gen Alpha respondentsSource:Razorfish x TPL Ethnographies,2022Very importantSomewhat importantNeitherSomewhat not importantNot important27%65%5%1%2%Source:Razorfish x GWI Primary Research,202214“How important are these values to you?”Gen Zs values?A

23、lphas have supercharged them.Alphas are already focused on sustainability,inclusion,and being open to other world views.They are outpacing their Gen Z predecessors across these key values and wont hesitate to speak up and call out those who dissent.0%Learning new things10%20%30%40%50%60%70%80%90%100

24、%Standing up for peopleCaring for the planetUnderstanding people who are differentSharing my views&opinions w/othersAlphasGen ZSource:Razorfish x GWI Primary Research,2022Source:Razorfish x TPL Ethnographies,202215Alpha:Gen Z:The Z to A MindsetGen Zs have a high moral compass,but arent as inclined a

25、s Alphas to speak up about their opinions.-30%-30%of Gen Z are less likely than Alphas to value sharing their views and opinions with others.For Alphas,voicing their values is the default.+43%+43%of Alphas are more likely than Gen Z to value sharing their views and opinions with others.Source:Razorf

26、ish x GWI Primary Research,2022VS16INSIGHT THREETech-empowered.Not tech-dependent.17“Which of these do you do to help your mental health?”Gen Z ushered in more awareness and openness about mental health.Now Alphas are poised to eliminate any stigma completely.For Alphas,mental health support will li

27、kely become a major driver of brand affinity and purchase consideration.Mental health:Already a priority at their young age.75%of 8-to 10-year-olds are thinking about mental health Go outside/exerciseTalk to my family/friends/anyone0%10%10%30%40%50%60%70%80%AlphasGen ZSource:Razorfish x TPL Ethnogra

28、phies,202218Alpha:Gen Z:The Z to A Mindset74%74%Of Alphas prefer to go outside/exercise or use tech less to manage their mental health and disconnect.51%51%Of Gen Z practice self-care through pampering themselves,2X more than Alphas(e.g.:painting ones nails,caring for their skin).Source:Razorfish x

29、GWI Primary Research,2022VS19Q.Why do you love to game?Alphas know to seek and maintain a healthy balance between their online and offline hobbies despite their growing tech adoption.They already understand the importance of outside play and their online activities like gaming are used less as time-

30、wasters.For Alphas,tech and life are already in balance.“I like to take a break from playing outside(like riding my bike or running around with friends)or when it rains,I have something to do.Its relaxing Because it gives me a break to relax from playing sports.I play a lot of sports so when I come

31、home from games or practices,I like to chill.I also like to play video games when its raining or cold outside.Source:Razorfish x TPL Ethnographies,202220Alpha:Gen Z:The Z to A MindsetOnly 20%Only 20%of Alphas would like to spend more time online.55%55%of Gen Z believe they should spend less time onl

32、ine than they currently do.Source:Razorfish x GWI Primary Research,2022VS21INSIGHT FOUR“Native”is an understatement.Theyre digital ninjas.223-5 Years OldAlphas entryway to technology are their tablets,with 43%having one before the age of 6.10 Years OldMost Alphas(58%)receive their most desired devic

33、e,the smartphone,by the age of 10.6-7 Years OldBetween the ages of 6-7,Alphas begin adopting more complex technologies like video game consoles(55%),Smart TVs(48%),and earbuds(31%).8-9 Years OldLaptops are typically introduced between ages 8-9 for schoolwork,gaming,or leisure,with nearly half(47%)sa

34、ying they own one.*Device ownership milestones for Alphas:Source:Razorfish x GWI Primary Research,2022*Key milestone 23Device ownership milestones for Alphas:How do the parents feel about this?For School and#adulting“My son uses technology mainly for completing school assignments.He loves how fast h

35、e can get answers to some of the questions he has for homework.”-Parent of 9 yr.old boyFor Entertainment&Skill-building“I have always believed that video gaming is good for creativity,problem-solving,socialization,etc.Video gaming is better than a lot of other digital entertainment.”-Parent of 9 yr.

36、old girlFor“Being Kept Busy”“We introduced tablets for games and shows when traveling,I know the kids start using the iPad in Kindergarten and every year after that for educational games and activities.”-Parent of 10 yr.old girlThe Last Tech Steppingstone“Now that weve introduced a cell phone,we hav

37、e total control over it.We turn the phone off at 9pm and it turns back on at 9am.NO SOCIAL MEDIA!”-Parent of 10 yr.old girl*Source:Razorfish x GWI Primary Research,2022*Key milestone Early usage is not the same as early adoption.Its Alphas,not Gen Z,who are more interested in adopting the latest tec

38、h.25Alpha:Gen Z:The Z to A MindsetGen Zers are tech-savvy,but not nearly as tech-eager.Only 31%Only 31%value having the latest technology.Early adoption is in Alphas blood.63%63%value having the latest technology.Source:Razorfish x GWI Primary Research,2022VS27Alpha:Gen Z:The Z to A MindsetUnlike Al

39、phas,Gen Z is focused on practical features like a 1-week battery over futuristic ones.-32%-32%of Gen Z are less likely than Alphas in wanting a phone with 3D holograms.Alphas dont just want the latest tech;they want not-yet-developed features.+46%+46%of Alphas are more likely than Gen Z in wanting

40、a phone that has a 3D hologram.Source:Razorfish x GWI Primary Research,2022VS28Gaming has evolved from gameplay and socializing with friends,to self-expression.Alphas use gaming to express their creativity.When playing,this generation is motivated by building and creating their own worlds.Gaming is

41、more than entertainment,its a creative outlet.“Source:Razorfish x TPL Ethnographies,2022Q.Why do you love to game?I enjoy building up my houses in the game and then showing my friends what I did.I like to change my avatars according to what style I want them to wear.Because I can build.Its fun to bu

42、ild your own house and cities and ramps however you want.You can build anything!Even weird things like llamas.I can be creative.I can make my own world and I can play with my friends in their worlds.29Alpha:Gen Z:The Z to A MindsetGen Z use gaming as a form of escapism.#1#1relaxation is the top reas

43、on for Gen Z to game.Alphas game with intention and are2x2xmore likely than Gen Z to see games as a means of expressing creativity or building things.Source:Razorfish x GWI Primary Research,2022VS30INSIGHT FIVEAlphas brands are already your brands.31Most of Alphas favorite brands are your favorite b

44、rands.Access to the internet has accelerated Alphas brand maturity at a higher rate than previous generations.Brands formerly seen as adult-focused are drawing in Alphas and pulling them away from kiddie brands before Alphas even enter their teens.“For my birthday I want a Lululemon Swiftly Tech shi

45、rt because I really like the way it looks.”10 yr.old girl|Missouri“For my birthday I want a pair of Oakleys because all of the cool older baseball players wear Oakleys and I want to look like a real baseball player.”10 yr.old girl|Missouri“When I see the word brand,I immediately think of Nike.It is

46、one of my favorites.”9 yr.old boy|North Carolina%Alpha/Gen Z who say the following brands are currently their favoriteNetflixDisneyNintendoAmazonNikeApple46%32%43%38%38%31%29%47%24%25%24%32%#1#1#2#2#3#38/10 of the top 10 favorite brands for each generation are the same(Amazon,Netflix,Apple,Nintendo,

47、Target,Disney,Nike,and Walmart).Source:Razorfish x GWI Primary Research,2022Source:Razorfish x TPL Ethnographies,2022AlphasGen Z32Whether theyre watching slime videos,how-tos,or their favorite content creators,YouTube has established itself as the mainstay for Alphas.While entertainment is their pri

48、mary use of the platform,its evolved into a place of search and product discovery too.Ultimately,YouTube is already influencing their path to purchase and future brand affinities.If youre not on YouTube,youre not on Alphas radar.“What drives his interests?He follows YouTubers like Dude Perfect a lot

49、;I mean,hes constantly watching them.So,anything they talk about,he likes.Parent of 10 yr.old Boy|MissouriThey dont really know celebrities in the way I think of them-they know YouTubers.I would say YouTubers have more of an influence on my kids.”Parent of 10 yr.old Girl|ArizonaI like YouTube,becaus

50、e I try to find people who would fit my liking of things.Favorite YouTubers basically.”8 yr.old Girl|MissouriSource:Razorfish x GWI Primary Research,2022Source:Razorfish x TPL Ethnographies,202233Alpha:Gen Z:The Z to A MindsetWhile traditional social media remains Gen Zs top source for brands discov

51、ery.47%47%of Gen Zers say they see or hear about brands on traditional social media like Instagram and TikTok.YouTube is Alphas primary path to brand discovery.51%51%of Alphas first hear about brands through YouTube videos.Source:Razorfish x GWI Primary Research,2022VS34Alphas:Insight Summary 35INSI

52、GHT ZEROThe undeniable,irreversible impact of COVID-19.INSIGHT ONEFor Alphas,its purpose first.INSIGHT TWOEven at their young age,Alphas are true to themselves.INSIGHT THREETech-empowered.Not tech-dependent.INSIGHT FOUR“Native”is an understatement.Theyre digital ninjas.INSIGHT FIVEAlphas brands are

53、already your brands.36Are youAlpha-ready?Recognize that Alphas have accelerated brand maturity.Dont think of Alphas as younger Gen Zs.Theyre already more Gen Z than Gen Z,at a younger age.Alphas seek more than fame they want to shape the world.Empower them.Whatever youre innovating,anticipate that Alphas are already expecting more.Dont treat gaming as just an entertainment outlet its Alphas creative expression canvas.1.2.3.4.5.37Thank you.38Dani MarianoPresidentR CONTACTNicolas ChidiacEVP,Chief Strategy OfficerR Josh CampoCEOR