The Rise of the Alphas
Published on February 9, 2022, at 10:05 p.m.
by Kyrsten Eller.
Online shopping has become the new normal for Generation Z, and as long as the digital world advances, this trend is here to stay. While on lockdown for months due to the COVID-19 pandemic, we were able to purchase anything we needed online with the click of a button. It was the simplicity of complicated times.
With the re-opening of the economy, more consumers have shopped online than ever before. With ever-evolving technology, my generation has indulged in the casual comfort of shopping in our pajamas. However, Generation Alpha — children born from 2010 and on — could be the world’s answer in re-establishing consumers’ in-person communication with brands, and public relations practitioners need to be ready for the Alphas.
Gen Alphas are already perceived as the most tech savvy generation yet, and it’s understandable. Whether at home or in school, Alphas are growing up with everything from smart devices to streaming services. It’s going to be all they know.
Brands can begin to prepare by connecting with audiences and establishing trust. According to a Forbes article, “Retail centers that incorporate technology that evidently promotes a better community will likely leave a strong impression.” Promoting useful technology will create a wide range of opportunities that brands can implement. It can potentially contribute to the comeback of the brick-and-mortar experience.
For example, IKEA utilizes purposeful technology for its audiences, such as its interior design service. As stated in Harvard Business Review, “It may sound at times like we’re moving away from the humanity of it all, but in fact it’s the other way around.” Gen Alpha will see brands utilizing technology and strategic messaging, which is the future of our world. Employing these specific tactics could bring back the in-person shopping experience for this new generation.
With the lingering effects of COVID-19, reactivity will be an effective way for brands to respond. It’s one of the strongest approaches, because when it comes to people, they instinctively react, then take action on what they need in that given moment — take the rationing of toilet paper as an example. Brands can anticipate consumer needs by staying reactive. Resiliency and reactivity are crucial for the survival of the brand as technology continues to evolve and shape our future.
Almost half of children aged 7 to 12 already believe that technology could solve ongoing issues in the world. According to a recent study, 63% said they feel connected to jobs and brands that show that they are sustainable. With brands incorporating stronger PR strategies and tactics, the future will be ready for the rise of the Alphas.