Baby Boomers, Baby Boomer Juniors, Millennials, Gen Z ─ each generation has been in the spotlight, and their values and behaviors have influenced society and marketing.
Amidst all this, doesn't it come as a bit of a surprise to hear that Gen Z is already approaching their 30s?
Before we knew it, the next generation, "Gen Alpha," has gradually started to become a topic of discussion. Born between 2010 and 2024, this generation has grown up surrounded by digital technology, and we are beginning to see sensibilities and behaviors that are a little different from what we have seen before.
Generation Alpha might still have a strong impression of being "children," but in a few years, they should become an existence that brings new influence to society and the market. In this article, for those who "have heard of Generation Alpha but don't know it well yet," I have organized their characteristics in an easy-to-understand manner. By knowing that sensation in advance, you might be able to find hints for future ideas.
Generation Alpha refers to the generation born between 2010 and 2024, currently aged 1 to 15. While the population volume is limited in Japan, where the declining birthrate is progressing, it is said that globally it will reach about 2 billion in 2025, accounting for about one-fourth of the world's population.
*Children born after 2025 are called the "Generation Beta."
At 15 years old, it is easy to think of them as "still children," but in reality, they are only a few years away from adulthood. The day they receive as much attention as Gen Z does now might not be so far away. Many in Gen Alpha are raised by Millennial parents and are cultivating their own unique sensibilities while being heavily influenced by them.
We will introduce three keywords that provide hints into what kind of sensibilities Gen Alpha possesses.
Gen Alpha is accustomed to using not only smartphones and tablets but also platforms such as YouTube, TikTok, and Minecraft on a daily basis. Talking to smart speakers, asking, "Alexa, what's the weather today?" is also part of their daily routine. Before adults can "teach" them, they naturally encounter digital tools through play and curiosity, learning how to use them on their own.
A major characteristic of this generation is that they grow up alongside AI and digital technology, experiencing them as something that is simply "there with them" rather than something they are being taught.
"I am me, and others are others."
It seems that such natural self-esteem is rooted in Gen Alpha.
Behind this lies "praise-based parenting" by Millennial parents, as well as the emphasis on "diversity" and "respect for individuality" in childcare and educational settings. The air of being able to accept oneself as one is, without the need to be superior to someone else, forms their foundation.
Prioritizing reaching the correct answer in a short time rather than digging deeper to investigate.
Such "Taipa" (Time Performance) orientation is also one of the characteristics of Generation Alpha.
Mastering TikTok short videos and YouTube double-speed playback, the style of "knowing the answer first and then enjoying" is also standard. They are not uncomfortable with intuitive recommendations and efficiently choose what suits them.
*Double-speed viewing, which has spread and become established among Gen Z in recent years, is also expanding to elementary and junior high school students. According to a 2024 survey by Nifty Kids, 60% of elementary and junior high school students answered that they "have watched videos at double speed."
Source: https://kids.nifty.com/parent/research/ent_20240401/
In this way, Generation Alpha is a generation with a new sensibility that coexists with technology and makes rational and light judgments with their individuality as the axis. Even just knowing their characteristics might lead to little realizations when thinking about future plans and measures.
Two digital-native generations that look similar at first glance.
But it seems there is a slight difference in how they perceive "being themselves."
While Gen Z expresses their "individuality" while being conscious of how they appear on social media and empathy, Generation Alpha is more natural. Without being conscious of "wanting to be myself," the idea of comparing is weak in the first place, they choose what they feel "like" or "comfortable" with, and there seem to be scenes where they have a sense of security in being "the same as everyone else."
By understanding this difference in sensation, you might be able to get perspectives that can be used for brand design and communication tone.
▼Please also refer to the table comparing the two generations.
To know the sensibility of Generation Alpha, observing what they are absorbed in is the best way.
Here, we introduce three characteristic hit cases.
◆Shinako-chan & BABETAPI TOKYO
"BABETAPI TOKYO" is a popular tapioca tea specialty store in Harajuku produced by Gen Z influencer Shinako-chan. Its world filled with pink and the "Instagrammable" experience at the store are supported as a place for Gen Alpha to enjoy "oshikatsu" (fan activities) and everything "kawaii." During Golden Week in 2024, it created a 150-meter-long queue, proving its popularity with a 4-hour wait, driving consumption among Gen Alpha.
◆Vlog Toy Camera #BuzzCam
Sega's "#BazuCam" is a Vlog camera toy that allows Generation Alpha children to enjoy "playing influencer." It is a specification that allows them to shoot and edit videos and photos that they see on social media themselves, and the feature is that they can truly have a "video creator experience." Not only shooting, but because cut editing and filter processing are possible within the toy, it is also popular as a tool to nurture sensibility and expressive power.
It is attracting attention as an item that tickles the creative heart of Generation Alpha, such as ranking 2nd in the "Items elementary school students want" in 2024.
◆Toys that fuse the real and digital (Punirunes / LEGO City Missions)
Takara Tomy's "Punirunes" is a new type of nurturing toy that allows users to enjoy the sensation of "touching" characters on the screen directly. The experience of combining digital screens with tactile feedback from fingertips became a hot topic and a big hit since its release.
Meanwhile, "LEGO City Missions" proposes a new way of playing where the real and digital worlds are linked, as users solve problems using physical blocks while following a story in a dedicated app.
In this way, "experiential toys" that allow children to move back and forth between digital and real environments are attracting attention not only for attracting Gen Alpha's interest but also as tools for fostering creativity and problem-solving skills.
Gen Alpha will not become customers immediately.
However, their sensibilities are packed with hints for thinking about future brand experiences.
For example,
●Choosing based on trust and intuition rather than comparison
●Designing to "get noticed" rather than "tell"
●A relationship where they can participate, not just one-way, etc.
By shifting our perspective a little from conventional common sense and classics, future ideas might spread significantly.
Here are 5 perspectives to be aware of in future experience design as Generation Alpha becomes the center of consumption.
◆Personalized Experience
For Generation Alpha, who naturally think "I am myself," mechanisms that can be customized to "my own specifications" are more attractive than experiences that are the same for everyone. Individualized experiences such as being able to choose, change, and nurture resonate more.
◆Utilization of SNS and video content
For them, learning about the world through TikTok and YouTube and sharing their own content is their everyday life. Designing with empathy and spreadability in mind is key.
◆Gamification and interactive mechanisms
Structures that allow children to get absorbed in the experience through elements like quizzes, titles, and rankings are effective. It creates an experience where they find themselves deeply involved before they realize it.
◆Fusion experience of digital and real
For Gen Alpha, who are not conscious of the boundary between online and offline, a seamless design is natural. They seek experiences where what they feel in the real world is expanded in the digital one.
◆Don't forget the approach to the parent generation (Millennial generation)
Until Generation Alpha becomes a working adult, it is also important to design messages with a sense of security so that the parent generation, who carries out final purchasing, can sympathize and be convinced.
BEEATS CO.,LTD. is a marketing company that polishes the value of "real experiences" between companies and consumers, focusing on the retail sector.
We consistently handle everything from the design of store spaces and exhibition booths to the production of promotional tools and digital signage, designing experiences that convey the brand's world view.
BEEATS has handled many brand experience promotions aimed at young people, centering on Gen Z.
Moving forward, we would like to work on creating touchpoints with more diverse generations while also turning our eyes to the sensibility and values of Generation Alpha.
In "Retail Voice," we also publish trend articles focusing on the sensibilities and behaviors of Gen Z. Please take a look as a way to understand today's younger generation, along with Gen Alpha.
▼Click here for articles related to Gen Z
Q1. What kind of generation is Gen Alpha?
A1. Gen Alpha refers to the generation born between 2010 and 2024. They are "AI natives" who have grown up naturally exposed to digital tools such as smartphones and AI from an early age, and they possess a new sensibility that makes rational and light-footed judgments based on being themselves.
Q2. What are the characteristics of Gen Alpha?
A2. The three main characteristics of Generation Alpha are "AI native" who use digital tools in their daily life, "high self-affirmation" due to being raised respecting diversity and individuality, and "efficiency thinking emphasizing time performance" which prioritizes reaching answers in a short time.
Q3. What is the difference between Gen Alpha and Gen Z?
A3. While Gen Z expresses their "individuality" while being conscious of how they appear on social media and empathy, Generation Alpha is more natural. They have a weak idea of comparing themselves with others, and while choosing what they feel is comfortable, they tend to have a sense of security in being "the same as everyone else."
Q4. What are the important points in designing brand experiences for Gen Alpha?
A4. For experience design aimed at Gen Alpha, "personalized experiences" that can be customized individually, "gamification" that allows them to get absorbed while playing, and "fusion of digital and real" experiences where online and offline are seamlessly connected are important.
