It’s “not too early” to understand Generation Alpha.Agencies Rapidly Proceeding with ‘Next Gen Z’ Research

* This article is a paid service of Digiday[Japanese version]a media for next-generation leaders responsible for branding.DIGIDAY+This is a reprint from.

For nearly a decade, the media industry (including media agencies) has devoted a great deal of attention and money to Gen Z. So is it too early to focus on Generation Alpha (the generation born after the 2010s)?

Some agencies and marketers think otherwise. The generation following Generation Z is the first to grow up in a fully digital world, and from birth they are exposed to new digital innovations such as artificial intelligence, virtual reality (VR), augmented reality (AR) content, and social media influencers. Surrounded by it, we live in such a world. Generation Alphas are also growing up during a global pandemic, so they will likely feel more comfortable with remote workplaces, social distancing, and hybrid or virtual events and activities.

Agencies are now beginning to research and learn about the generation born after 2010. Experts say such activities are very important for connecting with future generations. Learning about Alphas is important, but it should be a “future-proof approach” rather than marketing to them now, says Publicis Groupe’s interactive agency. said Josh Campo, CEO of Razorfish.

Source: BusinessInsider

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