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What is Generation Alpha (Gen Alpha) and
Why Are We Talking About Them?
Gen Alpha is the first generation born entirely in the 21st century. The number of Gen Alphas is expected to reach 2.2 billion worldwide by the end of 2024. By 2025, there will be more Gen Alphas than baby boomers. Many believe Gen Alpha will be the largest generation, making them a key demographic in future markets. So how can brands and companies in Singapore connect with this young and emerging audience?
What Are the Characteristics of Gen Alpha?
1. Digital Native: Tech-Savvy and Hyper-Connected
Gen Alpha has grown up with smartphones, tablets and smart home devices which make them highly tech-savvy. Notably, 43% of Gen Alphas have a tablet before the age of 6, and 58% have a smartphone by the age of 10. So, businesses need to engage them through digital and interactive platforms.
The study findings show that video streaming has become the norm for Alpha kids. Around half of parents of Gen Alpha children say their youngest child watches content on a video streaming platform at least once a day. So, leveraging and plugging in video advertisements on platforms like Netflix, YouTube, TikTok and Instagram is a powerful way for you to connect them.
In addition, your company can also explore using technologies like Augmented Reality (AR) and Virtual Reality (VR) to create immersive experiences that resonate with these young consumers.
2. Creative and Innovative Gen
Some research shows kids in Gen Alpha describe themselves as ‘incredibly creative’ and ‘kind’. These behaviours are evident in their involvement in social activities in school and social campaigns in media. Besides, some perceptions think that ‘being humor and creative’ in promoting products is the key tool to cater for their attention.
Tips for Aiming Gen Alpha In Singapore's Market
1. Don't Overlook Family Influence
While the Alpha Generation is young, their purchasing decisions are often influenced by their parents. In Singapore, family structures and education play a significant role in shaping children’s consumer habits. Businesses should consider how to appeal to both the younger audience and their parents. By aligning marketing messages with family values, brands can win the approval of both generations. For instance, highlighting the practicality, educational value, or health benefits of a product can resonate with both kids and their parents.
2. Leverage Social Media and Influencer Marketing
The Alpha Generation in Singapore is heavily reliant on social media, making it a key platform for reaching them. Partnering with local influencers who are relatable to this age group can help increase brand visibility. Additionally, businesses can use gamification to enhance engagement, creating interactive campaigns or challenges on social platforms that resonate with this generation’s desire for fun and immersive experiences.
To stay competitive in Singapore’s future market, businesses must understand and adapt to the needs and values of the Alpha Generation. By embracing innovation and technology in their marketing strategies, brands can win the trust and loyalty of this upcoming consumer group. Success in connecting with the Alpha Generation will not only lead to immediate gains but also position businesses for long-term growth.
