Gen Alpha Horizon Scan Highlights

*This article is kindly contributed by StudioSpace agency, Good Innovation.

In June, the Good Futures team launched the Gen Alpha Horizon Scan report. This blog is a taster of some of the headlines. Let’s dive in!

Born between 2010 and 2025, this generation counts approximately 7.5 million people in the UK. Already, they’re an economic force, with 81% of Gen Alpha kids significantly influencing their family’s shopping decisions to the tune of some $500b a year.

They’re also the first true digital natives, born the same year the first iPad was released and after social media was already big business. They’ve literally grown up attached to a screen. On top of that, they’re the generation that went through Covid lockdowns during crucial developmental phases.

Let us introduce you to Generation Alpha.

RE-IMAGINED EDUCATION
Gen Alpha’s formative learning experiences were significantly disrupted by Covid, sending lasting shockwaves through education, health, and social wellbeing. Meanwhile, AI is fundamentally changing learning, with 66% of teachers saying they’re now regularly receiving AI-generated assignments. The current educational system isn’t equipped for these changes.

So What: The rise of AI and the ongoing developmental impacts of lockdowns are an opportunity for us to radically rethink education. We have the chance to reshape how, what, and where we teach. Make learning fun for everyone and inspire a generation of life-long learners.

SAFE SOCIALS
Gen Alpha, the first true digital natives, are connected from younger ages than ever before - on average, they get their first smartphone at 9 years old. And while most major social media platforms have a 13 and over policy, the majority of kids under 13 have their own profile on at least one social media app or site, including 33% of 5 to 7 year olds.

So What: Today’s children are going to be introduced to social media from increasingly young ages, and spend increasing amounts of time on it. Call for regulation; educate users; demand accountability from social media companies; and encourage intentional use. These digital natives deserve to feel safe in their home spaces.

ACTIVISM
A quarter of UK kids between 7 and 14 have already attended a protest, and are speaking up for their ideals from young ages. Though many of their views can be attributed to their parents’, activism in these households flows up as well as down. 69% of Millennial parents admit that their children influence them to make better for the planet.

So What: This mini-activist generation is ready to make an impact. They’re excited about their values, and they want to make their voices heard. Give Gen Alpha the platform they need to be an advocate for your organisation.

CO-CREATION

This creative and entrepreneurial cohort wants to co-create with brands, on everything from the worlds they live in to the products they buy - just look at their love for sandbox games. This generation is looking for ultra-personalised experiences and products that reflect their unique identities. Involve them in the creative process.

So What: Gen Alpha wants a seat at the table, or even better, the keys to your brand, to co-create innovative ideas and products. Tap into their creativity to help them become an advocate for your organisation.

TRICKLE-DOWN PARENTING
Lockdowns gave parents more time at home to build closer relationships with their kids, leading to more evenly distributed household decision-making. Though young, don’t underestimate Gen Alpha’s impact on family purchases and behaviours. 94% of Millennial parents consult their kids when buying anything, and, crucially, 66% of parents say that their Gen Alpha kids implore them to give to charity. According to the research, if the kids care about it, the parents will follow.

So What: Millennials spend more time with their kids, give them more responsibility and pass down everything from political beliefs to fashion choices. These two generations are inextricably intertwined - to get one on board, target the other.

These headlines are only a glimpse of what’s covered in the full report, which also dives into: the full impacts of growing up through Covid; information and news access for Gen Alpha; mental health; lifestyles (including gaming and retail); marketing; and, of course, Gen Alpha’s relationship to charity.