Skip to content

Connecting with Generation Alpha

Generation Alpha, or the cohort of kids born after 2011, have already lived through many unique experiences. A new study from Paramount Advertising and Nickelodeon explores the factors impacting Gen Alpha’s identity, relationships, community, aspirations for the future and connection with media and brands.

You’re talking about a new generation—Generation Alpha. What makes this generation interesting and distinct from others?

Cammy says, “To start off, Generation Alpha, they’re here. They’re here and they need to be understood. They already have a large footprint, just in terms of size, and they’re projected to have an extremely economic footprint. Researchers, marketers, every brand, needs to start paying attention to them. Nickelodeon started paying attention to and have been paying attention to kids—that’s our biggest stakeholder, today’s kids. It’s been exciting to spend the last eight months understanding Gen Alpha and really looking at what makes them tick and what’s possibly a little bit different than previous generations.”

The study is an extensive exploration of Gen Alpha. Cammy notes, “We look at the relationships with their parents, how that’s grown. We look at their community around them, questioning the notion if the village still exists for Gen Alpha. We look at the media and how that ship has changed and grown, as well as taking a look at their outlook, how they are viewing the world, how they are viewing the future. And then their identity, which oftentimes is shaping this outlook for the future in the process of finding out who they are and understanding who they are.”

These are the children of mostly Millennials, which is a sizable generation. For the study, Nickelodeon looked at six- to eleven-year-olds, a cohort that gives a sense of some formation of identity and self-actualization. There’s that Millennial influence from their parents, and the therapy generation has a major impact on how Alphas are being raised and how they’re embracing the world. You mentioned that phrase, it takes a village. Does that still apply to this generation?

“This is an interesting insight. Does the village still exist for Alpha?” asks Cammy. “We still believe in the concept of the village, according to our research, yet it doesn’t necessarily exist for these Alpha children. Although parents would like that idea to exist, instead, we’re thinking of the village more like curated collectives for Alphas. Parents are very intentional about who their children are interacting with. A bit less of an emphasis in Alpha’s lives are those blood relatives. So even though grandparents, aunts and uncles, they still play a strong part, there’s a larger part being played now than previous generations by those neighbors, community figures, friends, parents, and similar circles. Ultimately, we found that the village is much less disciplinarian for Alpha and much more emotional. This new curated community collective that they have around them is really built to give this emotional space for them.”

Right now, most generations are experiencing the evolution of media. How does that fit for this generation who is seeing what for them, might seem normal?

“The media, in its vast ways, has a major impact on Gen Alpha’s lives,” he says “We’ve seen them adopt technology and especially streaming technology and watching and just kind of being exposed to content at an earlier age. A lot of this was accelerated by the pandemic. But now we’re seeing some leveling off in terms of consumption. But often they’re still on their screens, over five hours a day. They’re still highly involved in content, and it’s taking in media, and it’s taking a major part of their lives. It’s rewarding to know that when it comes to their favorite activities, video content rises to the top. It’s the number one favorite activity. And three of the top five involve different forms of media, gaming, and so forth. There’s still a major connection to media itself, and we’re seeing some interesting kind of trends there emerge when it comes to content specifically.”

What can you share in that regard—through the lens of content trends?

Cammy says, “There’s this notion of mood management already happening. We see this larger understanding of emotional well-being, and a kind of safeguarding of your emotions. This has really started to translate into Alphas today. We’ve seen this in previous generations, a kind of curated viewing, especially with the rise of streaming. I want to lean into these kinds of feelings. I’m going to watch this kind of show. I’m going to rewatch this moment. This is already starting to happen with Alpha. They’re rewatching content for comfort. They’re clinging into specific characters to reach certain emotions, especially funny characters and characters that do good in the world. And surprisingly enough, we’re already starting to see a trend of nostalgic viewing among Alphas.”

Watch the complete video from the Media Insights & Engagement Conference as Seth Adler and Alexander Cammy discuss Generation Alpha, such as the uniqueness of their identity, the conversation around diversity, and the emotional priorities of this young consumer group.

Contributors

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

Related Content

Powering Subscriber Acquisition

The streaming business is a fluid, changing landscape. To gain some insights into the category, All Things Insights’ Seth Adler spoke with Beau Decker…

 
 

More Related Content

boxing glove punching
streaming

Powering Subscriber Acquisition

The streaming business is a fluid, changing landscape. To gain some insights into the category, All Things Insights’ Seth Adler spoke with Beau Decker…

metaverse, woman with virtual reality headset
media insights

Developing Immersive Content Opportunities

All Things Insights’ Seth Adler had the opportunity to chat with Shenaika Davis, Customer Insights Content Producer at Meta, at the recent Media Insig…

playing the Jenga block game
media insights

Building a Marketing Mix Framework

Suraj Rajdev, Head of Analytics at Google, sat down with All Things Insights’ Seth Adler to discuss his session at the Media Insights & Engagement Con…

interior design on mobile phone
consumer trends

Focusing On an Augmented Reality Strategy

Augmented Reality is here. But are consumers and advertisers embracing it with open arms? Aarti Bhaskaran, Global Head of Ad Research & Insights at Sn…

Gold bars
data science

Determining the Value of Business Content

Michael Bagalman, Vice President, Business Intelligence and Data Science, STARZ, gave a presentation at the Media Insights & Engagement Conference, ca…

sustainable marketing

Driving the Sustainability Message Home

Justin Coates, Head of Global Market Research & Consumer Insights, Eastman Chemical Company, knows a thing or two about sustainability and the role in…

media insights

Exploring User Community Perceptions of AI

Max Wartel, Director of Consumer Insights, Fandom, held an AI-related session at TMRE, which focused on the perceptions of AI in a user-generated comm…

user engagement

Getting Social to Measure User Engagement

Social media is changing in sometimes complex ways as featured content generated by users in a private capacity has often been supplemented and perhap…

consumer insights

Betting on Sports Consumer Engagement

In assessing the rise of sports streaming and betting, opportunities have come to light that might not have been considered five years ago. Content st…

David McRaney

Thinking Through the Perception Perspective

All Things Insights’ Seth Adler discussed a variety of subjects with author and journalist David McRaney at this year’s TMRE. McRaney gave a keynote p…

consumer behavior

Infusing the Behavioral Insights Mindset

During the “Behavioral Insights” session of the Road to TMRE Gathering, Seth Adler explored “Activating Behavioral Insights: Team & Consumer Themes” w…

media insights

Piecing Together the Attribution Puzzle

During the “Beyond Media Measurement” session of the Road to TMRE Gathering, Seth Adler discussed “Attribution” with guests Doug Healy, Senior Directo…

media insights

Taking New Approaches to Attention Metrics

All Things Insights recently held the Road to TMRE virtual Gathering, featuring three days packed with informative presentations to get insights profe…

actionable insights

Reaching the Consumer

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

consumer trends

Charting A Sustainable Way Forward

Call it an eco-awakening, as more global consumers gravitate to sustainable products or at least indicate their growing awareness and even desire for…

consumer trends

Harnessing the Pulse of Trends

These consistently disruptive times have ensured us that it’s never been more important to stay on top of the pulse of the market. That’s true for pat…

changing consumer

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

consumer focus
consumer focus

Driving Consumer Focus

Putting the customer first is a time-honored tradition that remains current and relevant to this day. Consumer focus is a strategy that focuses on und…

media insights

Redefining the Home Experience

All Things Insights’ Seth Adler caught up with David Schliecker, Group VP, HGTV Insights and Strategy, Warner Bros. Discovery, at the Media Insights &…

consumer insights

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

live sports programming

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

media insights

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

behavioral insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

media insights

Media Industry Insights

It’s not unreasonable to feel overwhelmed when faced with the size and scope of the continuous shifts in the television industry within the past few d…

consumer insights

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

media insights

2023 Outlook

Known uncertainty. We enter 2023 with some of the most known uncertainty of our lives. Going into 2019- certainty. Going into 2020- certainty-albeit m…

strategic foresights

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…

media insights

Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…

diversity

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

media insights

Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

consumer insights

Gen Z Insights

“Ultimately Gen Z demands a new media plan. The previous ways of thinking in terms of length being a precursor of the efficacy of advertising content…

consumer

LGBTQ+ Insights

Reports indicate that only about 7% of the population is categorized as LGBTQ+, but reports aren’t always accurate. As Angel Bellon Senior Director of…

user experience

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…

inclusion

DEI Insights

What if a key set of insights could drive revenue, help the business run more effectively, make the business seem to be leading edge and make current…

behavioral insights

Behavioral Insights

We continue to spin forward into a next paradigm for global corporate enterprise and society in general. Within a rapidly paced evolution, certainties…

data science

Measurement, Currency and Attribution

Keeping pace with innovation is always a challenge. The Media industry not only has to keep pace with that innovation, many players have offerings tha…

consumer

A Better, More Difficult Experience

Through a traditional lens- ease of use, automation, amazonification- are the ends, not the means. But what if making something more difficult was act…

insights

The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…