Razorfish Publishes Next Wave of Gen Alpha Research with New Insights to Prepare Brands

CANNES: June 17, 2024 – Marketing transformation leader Razorfish announced its second piece of research examining the next generation of future consumers: Gen Alpha. Born during 2010-2024, the group embodies a new era of technology immersion and global interconnectedness, while representing the largest and most diverse generation to date.

“Our previous study showed us that Gen Alpha is full of digital natives who are purpose-driven and view gaming as a creative outlet beyond entertainment. That only scratched the surface, and we knew there was much more to learn,” said Dani Mariano, President at Razorfish. “We now know, among other things, there are shifts in how their parents view technology and how that technology may be impacting their interests. This generation is expected to have the greatest spending power in history, so marketers need to start understanding them more deeply.”

Positive shifts in parents’ attitudes toward technology. Despite mainstream fears of technology, the research shows parents of Gen Alpha are now seeing some of the benefits that technology plays in their children’s lives. In fact, 66% of the parents who responded believe their child is a more independent thinker than they were at that age, and 61% feel their children learn more efficiently than they did thanks to modern technology.

With exposure to technology and media, Alpha’s interests could be broader and more discoverable. By age 13, the research shows Alphas have as much, if not more, access to various devices than the average global adult, and 43% of them are using those devices to learn about what’s going on in the world. In response to stereotypes that say Gen Alpha is out of touch due to a reliance on technology, 62% of parents say their child is more social than they were at the same age, and the research shows they have twice as many interests as Gen Z. The study also reveals that this generation toughs it out, as only 15% say they lose interest in something when they aren’t improving at it.

Many Alphas prefer content that’s quick, easily digestible, and entertaining. Gen Alpha respondents’ most preferred mediums for learning are hacks, how-to videos, and DIY, while their top methods for learning are through games and interactive experiences. 42% of Alphas say they are interested in reading, down from 53% of Gen Z and Millennials at the same age.

This cohort’s brand maturity may force changes to the traditional marketing playbook. When it comes to having a more grounded and adult perspective on brands, 71% of parents said their kids are well ahead of where they were at the same age. Gen Alpha’s maturity is seen through their higher affinity for brands that are enablers of inspiration and creativity, versus the snack and candy brands that Gen Z marked as their favorites in 2012. That level of social awareness is reflected in respondents marking “People on TV” as one of the top three least trustworthy types of people and only 21% of Gen Alpha kids today see athletes and celebrities as role models.

“Authenticity appears to be of the utmost importance to Gen Alpha, and the fact that more than one third of them see creators as role models speaks volumes to how much authentic and relatable voices resonate,” said Josh Campo, CEO of Razorfish. “Brands can’t expect traditional tactics to slide by, because Gen Alpha is likely to hold them to a higher standard. Their heightened brand maturity at a young age is something organizations shouldn’t ignore as they prepare for the oldest in this group to reach adulthood in the late 2020s.”

Business Recommendations

1. Recognize their sophistication. Regard them as savvier future consumers due 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.

2. When in doubt – gamify. Shift from telling 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.

3. Design experiences toward someone who looks for hacks. The study shows this generation prefers concise, efficient ways to achieve their goals rather than long-winded content. They value quick tips, shortcuts, and actionable insights. Marketers need to recognize this mindset and ensure that brand education is delivered through bite-sized, practical content that resonates more effectively, captures their attention, and meets their desire for quick, useful knowledge.

4. Analog is still crucial. While Gen Alpha is highly adept at navigating digital spaces, it’s 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 can’t fully replicate. Marketers will need to balance strategies by ensuring physical experiences and events remain a part of their engagement efforts.

5. Cater to their diverse interests by offering a wide variety of topics instead of a few deep ones. 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.

Methodology
Razorfish partnered with research company GWI to create a global survey and conduct quantitative interviews exploring Gen Alpha's attitude towards hobbies, learning, brands and trustworthiness. The sample included 3,474 Alpha respondents and their parents, based in 9 markets across the globe. To enhance our analysis of the distinctions within this generation compared to others, we incorporated secondary research to facilitate a more comprehensive comparison.

About Razorfish
Razorfish is a global leader in marketing transformation. We help brands and businesses grow by connecting brand purpose to business performance. A digital pioneer since the dawn of the internet, we’re writing a new chapter. Recognized with a 2024 Most Innovative Agency distinction from Campaign US, we turn ideas into experiences that make a difference for our clients, their customers, and the world we all live in. Our strategy, data, creative and technology experts combine digital innovation, data and cultural insights through capabilities in products & platforms; physical & digital; and campaigns & content to help us understand what people want at every part of the journey.

Learn more at razorfish.com. X: @wearerazorfish | LinkedIn | Instagram | Facebook Razorfish is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], a global leader in communication.

Media Contacts:
Talia Firenze, Razorfish
862.686.7790
talia.firenze@razorfish.com

SourceCode Communications
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