UNLOCKED INSIDER #2

Gen-Z aging & the new future emerging Generation Gen-Alpha  

what can we learn from gen-z to apply to gen-alpha?

Gen Z

〰️

Gen Alpha

〰️

Gen Z 〰️ Gen Alpha 〰️

As marketing evolves, understanding the differences between Gen Z and the emerging Gen Alpha is crucial for brands and the knowledge needed to market to these groups. Most of the team here at Unlocked are Gen Z. Here are just some key insights we have learned so far from marketing to Gen Z and what to anticipate from Gen Alpha.

What have we learned from Gen Z:

5 Key points to remember that stand out

 1. Authenticity Matters

Gen Z values authenticity over traditional marketing. Brands that showcase real stories and demonstrate social responsibility resonate more deeply with this generation than ever before. Proactiveness on qualities that focus on going the extra mile to do better in the world than contributing ultimately towards selfishness.

2. Seamless Digital Experiences

Highly impacted and raised in the social media era. Being digital natives, Gen Z expects a seamless digital experience. Brands must provide consistent interactions across platforms & leverage interactive content like polls and AR experiences.

3. Engaging Short-Form Content

With shorter attention spans than millennials, Gen Z prefers concise and engaging content. Platforms like TikTok & Instagram Reels highlights the effectiveness of short videos in capturing attention. These practices are important if you wish to leverage marketing onto this growing social group.

4. Community and Connection

Gen Z seeks a sense of community, specifically online communities (URL). Brands that foster connection through social media groups with the encouragement of organic user-generated content can build loyal followings. Trends still matter more than ever before. Mass traditional marketing of seeking to put your brand in every space (relevant or irrelevant) has not worked as well with Gen Z compared to older generations.

5. Diversity and Inclusion

This generation waves the flag of diversity and invests into this universally beneficial idea, heavily. Inclusive campaigns that represent and showcase a plethora of diverse voices and stories resonate strongly with Gen Z. There is clearly an expectation that brands should champion social causes.

What to Expect from Gen Alpha:

4 messages to pay attention to

1. Tech-Savvy from Birth & Influence

Gen Alpha will be fully immersed in technology from a young age. Two of my nephews aged 1 & 8 showcase this to me every time I am with them. The ability to navigate through touchscreen tech seamlessly, before the ability to form full sentences is mind-blowing! There has also been a sharp rise in screen learning for this generation through child influencers. A good case is written on the 4th paragraph of - ‘Decision Marketing’ article. I think we can expect future marketing utilising practices that involve innovative AI & VR. With an increase in the usage of voice assistants to engage this audience.

2. Focus on Learning

Gen Alpha will prioritise learning and personal development in more individually focused formats. Brands offering educational content and gamified experiences will capture their interest. Gamification events are one of the specialities at Unlocked Events

3. Sustainability Norms, Health & Well-Being

With a strong emphasis on sustainability, it is expected that Gen Alpha will inherit these specific attributes from Gen Z. Further expecting brands to demonstrate the continuation of genuine commitment to environmental causes/eco-friendly practices. As mental health awareness continuously grows, Gen Alpha will also focus on health and well-being (as expected) like Gen Z. Brands with ingrained holistic wellness will resonate with this generation.

4. Personalisation

Gen Alpha will demand personalised experiences. Brands must effectively use data effectively to provide tailored recommendations and customised marketing messages. One of the biggest key differences with Gen Alpha will be the rise of the individual.

Conclusion - Whilst discussions on Gen Alpha are still largely up for debate (as only the future knows) these brief key points captured above are some of the learnings from marketing to Gen Z. Hopefully, providing a valuable foundation for engaging the upcoming Gen Alpha. Brand experience agencies crucially understand the importance of seamlessly merging authenticity, technology, community, and sustainability. brands can better prepare for the unique preferences and expectations of this new generation. As Gen Alpha comes of age, they will undoubtedly reshape the marketing landscape in ways that challenge and inspire brands to evolve and innovate continually. Embracing these changes will be crucial for building lasting connections with tomorrow’s consumers.

IS YOUR TARGET AUDIENCE GEN Z or GEN ALPHA?

LETS BUILD & SHOWCASE A CAMPAIGN TOGETHER

written & published by - Marcus