They were born with a screen in their hand and spend fantasy sums on skin care. Some of them are not even born yet, but they are already seen as an important consumer group. And a power factor.
Meet Generation Alfa.
Generation Alfa is the largest generation in human history, with an average of 2.8 million new Alphas born every week. Next year, they will reach two billion. The oldest of them have just become teenagers, while the youngest have literally not yet cut the umbilical cord.
It is, of course, difficult to generalise about a group that differs so much internally, but there are a few things that are usually highlighted.
What sets them apart is really two things. One is that they are so technically skilled and connected, says Nicklas Hermansson, media analyst at the newsletter Nomofomo.
Since they are so connected, they also have much higher media consumption than previous generations.
Different behaviour
Alphas are predicted to spend more time in front of various screens than any generation before them.
Katarina Graffman, affiliated researcher in anthropology at Uppsala University, explains that the younger part of the preceding Generation Z was called the iPad generation and had a completely different behaviour than the older ones. They had learned a completely different way of surfing and were much more impatient.
Now comes a generation that has an even greater need for stimulation, an even shorter attention span, and is even more focused on consumption. It's really hard to separate consumption and marketing in social media.
If it's not the screens, it's consumption that is often mentioned in discussions about Generation Alfa. Preferably in combination. If the early years are accompanied by YouTube clips of children unpacking new toys, they are later replaced by TikTok videos with "hauls" of new clothes and "shelfies" of the contents of the bathroom cabinet.
Attractive customer group
The fact that there are so many of them makes them an attractive customer group to target. The debate about children and expensive skincare products? That's Generation Alfa.
American studies show that it is the children who are increasingly deciding what the family should buy, where to go on holiday, and what to watch on TV.
Johannes Gustavsson is a board member of the Media Academy and has worked extensively with influencers and young people online.
"Generation Alfa may not be the most purchasing-powerful target group, but their parents certainly are. And even Alfa will grow up and click home products themselves soon", he writes in an email response to TT.
At the same time as they click home the next find, Generation Alfa is growing up in a rather gloomy world with war, inflation, pandemic, and climate change. Katarina Graffman is afraid that it will only drive consumption, comfort shopping to alleviate anxiety.
When we look at young people, it's often the case that they turn to consumption. They talk about buying second-hand, but no – the majority shop on Shein.
"See the potential"
Johannes Gustavsson points out that children and young people have always pushed boundaries. What has changed is that it's happening even faster and is even harder for the parent generation to keep up.
"That's why it's so important to follow Generation Alfa onto the platforms they use, where TikTok is probably the most alien to parents. It can feel scary, but I'd rather turn it around and see the potential."
Nicklas Hermansson is on the same track when he talks about how society needs to adapt to the growing giant generation.
Somewhere, we need to protect this generation. Then I'm talking digital security, they can live their lives online. How do we protect them from threats and hate and unhealthy beauty ideals and extortion, misinformation?
Sustainability and diversity
He is still optimistic. Generation Alfa learns more about the world than just memes.
Sustainability, diversity, and inclusion – those things didn't exist when we were young. But they grow up with them and understand their importance. Not all of them, of course, but my hope is that it's them who will save the world.
Maybe we're even worrying unnecessarily about screens taking over their lives.
They might, unlike us, also learn to limit technology, take breaks. There's an anti-tech revolt. While we older ones – we're maybe worn out.
Boel Holm/TT
Facts: Generation Alfa
TTTT
The term "Generation Alfa" was coined in 2008 by demographer Mark McCrindle, who defines the generation as those born from 2010 to 2024.
