Online Marketing: How to Impact the Alpha Generation

Millennial generation has redefined the concept of Internet shopping, brand image and customer-company relationship


Millennial generation has redefined the concept of Internet shopping, brand image and customer-company relationship. If many businesses are still adapting to the new challenges of consumption, we must take into account the increasing speed at which the changes are advancing, to know that the children of millennials are already here, demanding another way of relating to the world.

“The Alfa generation has not yet left the nursery and is already a challenge for brands and companies shaken by millennials.”

The one that is called as Alfa generation is now in school: born from 2010 and up to 2025, they descend from millennials to which experiences weigh more than belongings. It is the first group of people born entirely in the 21st century, hence its name also marks the beginning of the Greek calendar.

The label is based on the research of Mark McCrindle, an Australian consultant who, in 2005, was already advancing the change that these new consumers are going to create. According to McCrindle, by the end of this generation, in 2025, there will be more than two billion people who will fit into this new way of seeing the world.

Alfa is expected to be the healthiest, most educated and technologically advanced individuals of all the generations that a brand seeks to impact. If users who were born between 1995 and 2009 see the Internet as another tool, we must bear in mind that alpha are less old than the most important social networks currently, such as Facebook or Twitter, with which interaction and speed are part of your DNA.

The impact that this has is reflected in all the fields: to begin with, it will be much easier to draw the attention of an alpha through audiovisual teaching than with textbooks. Research is already focused on these users who do not reach the age of ten, despite the fact that generation Z, the post-millennial generation, has yet to fully develop.

Even so, consumption patterns are already emerging: the issue of privacy, for example, is a controversy for all those who have gone from growing up with a landline to managing various profiles on social networks. However, for these children, who from small can access any information of any person, the limits between the private and the public will be frightening and unnecessary.

The Hotwire agency has conducted a survey of 8,000 parents of these children around the world, 1,000 in Spain, to find out what they expect of their own children in the future. The most outstanding is its use of technology, a gap that the parents (54%) consider insurmountable and that will prevent them from connecting properly with their children from 10 years of age.

An important fact: the performance of these children, hyperconnected and accustomed to contact by unusual chats, such as the private messages of Instagram, Tik Tok or Snapchat, has motivated the last purchase of their parents. 41% of them have directly requested the advice of their children when buying an electronic device.