Report: Here Comes Generation Alpha, Ready or Not!

By: Eddy Goldberg | 4,911 Reads | 64 Shares

Boomers, Gen X, Gen Y, Gen Z… meet Generation Alpha — kids under 10 years old who, according to a recent article in AdAge, “are fast emerging as marketing’s power players.” Yes, you read that right – even if these children of Millennials don’t know it themselves. In case you missed that news (we did), here’s your chance to catch up.

The report, “Understanding Generation Alpha,” based on research from Wired Consulting and Hotwire and published in July 2017, surveyed 8,000 parents of children ages 4 to 9 across eight countries, including the U.S. The introduction to the report says the point “is not to make crystal-ball predictions, but to explore, based on current and emerging trends, the factors that will set this generation apart from those that came before.”

Talk about advance planning! Still, the intro makes the point that the trends covered in the report will affect not only this generation, but all of us —and that understanding these changes “will be essential for those with a desire to stay ahead of shifting tastes and attitudes.”

Here a few highlights from the “let the children teach us” department:

The report explores the following:
- Effects of digital technology on the brains of Gen Alpha
- How time online will make our brains more specialized
- How this technology will enhance certain skills
- “Outsourcing” lower-level, repetitive activities to computers
- The ongoing debate over screen time and its effects
It also looks into the technologies and trends likely to affect and form Gen Alpha. These include:
- Learning through the “Internet of toys”
- Devices will likely gain emotional intelligence (think robot pets)
- Voice will become a major interface to rival the keyboard and screen
- Interaction with technology will become more physical (gestures, wearables, sensors)
- Increased data collection will lead to more privacy risks