1、June 2024Generation AlphaxUnpacking the most diverse and globally interconnected generation2The importance of AlphasAlphas,born between 2010 and present day,hold tremendous significance for our future.This cohort represents a new era of technological immersion and global interconnectedness.Growing u

2、p in a digital age,Generation Alpha is exposed to an unprecedented amount of information,fostering a unique set of skills and perspectives.Gen Alpha will be the largest and most diverse generation1to date,with a projected population of 2.2 billion by the end of 20251.Gen Alphas are also expected to

3、have the greatest spending power inhistory1.Sources:Razorfish x GWI Primary Research,2023;1McCrindle,20203MethodologyRazorfish partnered with research company GWI to create a global survey and conduct quantitative interviews exploring Alphas attitude toward hobbies,learning,brands,and trustworthines

4、s.The sample included 3,474 Alpha respondents and their parents,based in nine markets across the globe.To make comparisons between this generation and older ones,we incorporated secondary research to enhance our analysis.Quantitative(n=3,474)Children between 9 and 13 years old Alphas parents between

5、 22 and 61 years old United States United Kingdom France Brazil Argentina Malaysia United Arab Emirates Saudi Arabia AustraliaOur goalIn our first study of Alphas,we discovered that 92%of them value learning.In this study,we focused on understanding what fuels Alphas desire to learn and how they pur

6、sue their passions and interests.GWI DatabaseMarketsSource:Razorfish x GWI Primary Research,20234Three shifts make this generation different.Over the last decade,parenting styles shifted to rewarding efforts over outcomes.Developmental cultureTechnology has enabled Alphas to broaden their set of int

7、erests and passions more than other generations,allowing them to blur the lines between education and entertainment.Content consumptionGen Alphas access to and familiarity with technology enhances their learning potential,supported by their parents positive views on technologys role in their lives.A

8、ccess to technology213Source:Razorfish x GWI Primary Research,2023Insights overview1.Parents attitudes toward technology are more positive.2.Technology and media have made Alphas interests broader and more discoverable.3.Alphas are self-driven,social,and determined.4.Many Alphas prefer content thats

9、 quick,easily digestible,and entertaining.5.The traditional marketing playbook may need to change.1.Parents attitudes toward technology are more positive.7Parents attitudes toward technology are more positiveParents view success in a new light.75%20%GenZ say their parents prioritize other goals over

10、 achievements.1Alphassay their parents praise their efforts over their results.20232014Gen Z vs.Alphas:A comparison of what their parents prioritize or praiseSources:1Harvard,2014;Razorfish x GWI Primary Research,20238Parents have become less skeptical and more trusting of technology.65%33%20232014P

11、ositivity around tech has doubled in the last decade.Parents who believe tech positively impacts their childGen Z 1AlphasParents of Alphas think theirchild learns more efficiently than they did at their age thanks to tech.61%Parents of Alphas think theirchild is amoreindependent thinker than they we

12、re at their age.66%Parents see some of the benefits that technology brings to their childrens lives.Sources:1Institute for Family Studies,2014;Razorfish x GWI Primary Research,2023 Parents attitudes toward technology are more positive2.Technology and media have made Alphas interests broader and more

13、 discoverable.26%41%35%67%98%33%64%69%73%90%10Sources:1GWI Core,2023;Razorfish x GWI Primary Research,2023 Technology and media have made Alphas interests broader and more discoverableBy age 13,Alphas own as many devices as adults.Alphas have as much,if not more,access to various devices than the av

14、erage global adult.Global adult 1AlphasSmartphoneGaming consoleTabletLaptopSmartwatchThey turn to the internet when they want to learn aboutBrands:58%Whats cool and trendy:59%Tech products:56%Whats going on in the world:43%The environment:42%The way they use technology mirrors that of adults.5101146

15、%Alphas rarely or neverchange interests.60%Alphas parents say their child has more interests than they did when they were their age.AlphaGen ZHow many interests are you passionate about?(Top choice)Alphas have a variety of interests.Diverse tech has led to broader passions.They have twice as many in

16、terests as Gen Z.When they love something,they stick with it.Technology and media have made Alphas interests broader and more discoverableSource:Razorfish x GWI Primary Research,20233.Alphas are self-driven,social,and determined.1328%28%29%33%35%It makes me feel proud of myself and my abilities.Its

17、exciting to discover things I didnt know before.It helps me find out what Im really passionate about.It helps grow my brain and build skills.I enjoy challenges and want to see how good I can get at something.Alphas motivation for learning(top 5 answer choices)Their satisfaction comes from the inhere

18、nt value of gaining knowledge.Alphas are self-driven,social,and determinedAlphas are self-motivated.Theyre not driven by competition.Only 15%like to learn because they want to be the smartest in the group.Source:Razorfish x GWI Primary Research,202314Theyre a generation that isnt afraid to fail.Pare

19、nts now believe effort trumps results.Alphas arent discouraged by setbacks.They see failure as a part of the process.Alphas say their parents praise their efforts over their results.75%Prefer to learn through trial and error.Believe failure is part of learning.49%63%Alphas are self-driven,social,and

20、 determinedOnly 15%say they lose interest in something when they arent improving.Source:Razorfish x GWI Primary Research,202315Alphas say they spend most of their time on weekends playing video games.1Due to their supposed tech reliance,Alphas are seen as socially challenged.Alphas defy stereotypes

21、in displaying strong social skills.However,this generation is going offline.They exude self-confidence and are notably outgoing.62%Alpha parents say their child is more social than they were at their age.68%Alphaslike to share their beliefs and opinions on things theyre passionate about.Alphas are s

22、elf-driven,social,and determined24%Sources:1GWI Kids,2023;Razorfish x GWI Primary Research,2023 4.Many prefer content thats quick,digestible,and entertaining.17This generation favors quick learning.Many prefer content thats quick,easily digestible,and entertainingThey are impatient learners,seeking

23、simplicity and speed.They prefer efficiency over complexity.Alphas favor quick tips over conventional learning.63%Alphas prefer to do things that take less time to learn.Alphas prefer learning things that are easy to master.62%Hacks,how-to videos,DIYsTeachersFriends and familyAI/ChatGPTBooks“I learn

24、 if its something easy.”Alpha,BrazilPreferred medium of learning:#1#3#2#4#5Source:Razorfish x GWI Primary Research,202342%53%53%18%of 9-year-olds who enjoy reading1Books dont engage Alphas like they did previous generations.Alphas have a non-negotiable demand for edutainment.They prefer interactive

25、and gamified learning experiences.Preferred method of learning:#1#3#2#4#5Through gamesWith others in-personWith others onlineThrough repetitionThrough memorizationGen ZAlphasMillennials9-year-old (1984)9-year-old (2012)9-year-old (2020)Many prefer content thats quick,easily digestible,and entertaini

26、ngSources:1Pew Research,2020;Razorfish x GWI Primary Research,20235.The traditional marketing playbook may need to change.20Top 5 favorite brandsAlphas preferred brands today are enablers of inspiration and creativity.The traditional marketing playbook may need to changeAlphas have a more grounded a

27、nd adult perspective on brands.Parents recognize Alphas advanced understanding of brands.71%Parentssay their child has a more mature understanding andknowledge of brandsthan they did when they were their age.#2#4#1#3#5Gen Alpha(2023)Gen Z(2012)1327024N/AN/AWhere Alphas favorite brands ranked for Gen

28、 Z in 2012(Top 100 brands)Source:Razorfish x GWI Research,2023;1Beano Brains,201221Role modelsTraditional stardom and celebrity are no longer aspired to as they once were.Traditional sources of influence have lost their pull.This generation is skeptical of conventional authority.Least trustworthy ty

29、pes of people:#3#1#2People on TVPeople part of the newsReligious leaders/figures21%21%56%91%CelebritiesAthletes2000s2020sThe traditional marketing playbook may need to changeSources:1Kaiser Family Foundation,2000;Razorfish x GWI Primary Research,2023122Actions speak louder than ads.20232014The tradi

30、tional marketing playbook may need to changeSource:Razorfish x GWI Primary Research,2023They look for people whose stories resonate.Would trust someone if they help others through their content.Would trust someone if they share real-life stories,not just the perfect parts.87%86%View content creators

31、 as their most aspirational role models.36%The bigger something feels the more inauthentic they think it is.What makes a brand their favoriteOnly20%If they make really great commercials Only14%If they use celebrity endorsementsThe traditional marketing playbook may need to change23Brand experiences

32、they would enjoy the mostThey expect a mutually beneficial relationship.Brands are valued because of what they do,not just for what they say.They want educational and community-driven interactions like they get with influencers.86%Would like their favorite brands to help them learnmore about their i

33、nterests.Likebrands that make them feel like part of a community.81%Fun contestsGames and apps that teach me useful skillsHow-to-use product videosBuilding or creating products with brandsLearn and work 1:1 with brandsVirtual experiences that teach me about products Loyalty programOnline classes53%3

34、9%37%37%35%34%25%25%Source:Razorfish x GWI Primary Research,202324IRL interaction is equally as important as online.Alphas value experiencing brands in-person.They discover brands in traditional ways.83%Like brands that have physical stores.#2Most popular way they discover brands is in-person(i.e.sh

35、opping mall or in a store).Source:Razorfish x GWI Primary Research,2023The traditional marketing playbook may need to changeOur recommendations25This generation prefers concise,efficient ways to achieve their goals rather than long-winded content.They value quick tips,shortcuts,and actionable insigh

36、ts.Marketers need to recognize this mindset and ensure that brand education is delivered through bite-size,practical content that captures their attention and meets their desire for quick,useful knowledge.Design experiences toward someone who looks for hacks.Regard them as savvier future consumers d

37、ue to their early and extensive exposure to digital technologies and information.They are likely to be more discerning and informed,capable of navigating online environments,and evaluating products with sophistication that surpasses previous generations.Recognize their sophistication.Shift from tell

38、ing stories to designing play.Research shows Gen Alpha interacts with their world through games,using them for entertainment,learning,and socializing.Gaming surrounds all facets of their lives and has created a basic expectation that play should be a part of many of their experiences.When in doubt,g

39、amify.Marketers will be wise to adopt a flexible approach,offering a variety of products and experiences that can appeal to multiple interests.This could involve creating customizable products,providing content that spans different hobbies,and maintaining a presence across various platforms.Cater to

40、 their diverse interests by offering a wide variety of topics,rather than a few deep ones.While Gen Alpha is highly adept at navigating digital spaces,its crucial not to overlook their appreciation for tactile,in-person experiences.The research shows they value tangible and sensory aspects of real-world interactions,which digital platforms cant fully replicate.Marketers will need to balance strategies by ensuring physical experiences and events remain a part of their engagement efforts.Analog is still critical.31254To get the full study,visit R