Just when the industry has almost cracked the code on Gen Z, in comes Gen Alpha (born from 2010). This generation had the unusual experience of growing up during the pandemic. In addition to the generation’s other defining characteristics, including passion for social progress and equality, humor and creative digital independence, the best way to connect with this group is from a place of joy.
The first step in engaging Gen Alpha is understanding its unique value set:
Creative digital independence
Growing up during the pandemic, Gen Alphas found solace in escaping to online virtual worlds such as Roblox and Fortnite. Here they would build their own identities and communities that pioneered a sense of adventure, joy and wonder—escaping a rather stagnant and isolated IRL world.