Born after 2011, most are children of Generation Y — also known as millennials.
What characterises them?
- Hyperconnected New technologies have become a way of life.
- Independent. They are independent when it comes to making their own decisions and managing their digital identities. They also expect their individual needs and preferences to be taken into account.
- Technological. Being hyperconnected, they become experts in the use of new technologies.
- Visual: They are not interested in conventional websites and digital environments except TikTok and, to a lesser extent, YouTube.
- They interact with avatars: They spend hours playing in digital spaces with avatars, interacting with their friends and undoubtedly reflecting their personality.
- Demanding and exacting: They expect their individual needs and preferences to be taken into account.
Are Generation Alpha members decision-makers when it comes to purchases?
In the United States, 81% of parents say that their children’s wishes influence their purchasing decisions. . Travel, food, clothing and, most importantly, all kinds of technological devices. They may be young, but these children are already proficient in the use of all kinds of technology.
Do brands have a strategy for this generation?
75% of brands use influencer marketing to approach this target audience, but the reality is that it is not the brand that takes centre stage, it is the influencer, which dilutes consistency/affinity.
This generation is totally immersed and accustomed to using 3D or VR environments in their daily lives, where they interact with friends through avatars they design themselves (Fortnite, Minecraft, Roblox, etc.).
They are not interested in websites and, with the exception of TikTok, their interest in conventional digital environments is declining Instead, they spend hours playing and interacting with their friends in digital spaces with avatars, undoubtedly reflecting their personality.
Las marcas deben acercarse a esta generación con una comunicación transparente y consentida dentro de espacios que le son naturales. Espacios donde puedan interactuar, charlar y compartir directamente con otros usuarios en entornos propios de la marca.
Brands must approach this generation with transparent and consensual communication within spaces that are natural to them. Spaces where they can interact, chat and share directly with other users in the brand’s own environments.
That space is undoubtedly web3 or metaverses. But are metaverses/spaces just for playing?
