You've heard of Generation Z. You may have heard of Generation Alpha. Now meet Generation Zalpha.
Much like the name implies, the Zalpha generation can best be described as a combo generation — not to be confused with the similarly namedConfused yet? Then you're probably not a Zalpha. Members of the generation are young, they're internet-savvy, and marketers are clamoring for both their cash and their expertise. "Zalpha" describes anyone born after 1996.
Because they're still so young — the oldest Gen Alphas are turning 10 this year — marketers have to walk a fine line between appealing to kids, tweens, and teens without alienating their parents, Jacee Scoular, senior director of brand marketing and communications for teen apparel retailer Hollister and its sister brands, Gilly Hicks and Social Tourist,"Our email file and loyalty program are mostly parents so we would never use Gen Z slang in a subject line," Scoular said.
The company isn't alone in hiring Zalphas — or, rather, Gen Zers — to handle social media marketing. Language-learning app Duolingo has an award-winning, 24-year-old social media manager; while Nerf hired a 22-year-old"chief TikTok officer,"The internet-native Zalpha generation is a prime target for brands for another reason: its potential spending power.
"They are idealistic about the world. They cheer for diversity and demand it. They question their gender ... They're highly creative. They're entrepreneurial," she said, adding that Gen Alpha was born in a world"where Alexa always existed."