Zalpha: A Global Trend, Not Just a Distant Concept

"Zalpha" is a term that combines Gen Z (born mid-1990s to 2009) and Gen Alpha (born after 2010). While this term for a new generation might still be unfamiliar, global companies like Amazon, Uber, and Shopify are already paying attention to Zalpha and introducing products and services targeting them. Let's explore the reasons why we should focus on this generation, the marketing trends they are leading, and the implications for marketers.

The Emergence of Children with Business Minds

Generation Zalpha boasts a greater consumer potential and a more developed business mindset compared to their age. They are considered an "up-aging" generation, meaning they are both physically and mentally more mature than previous generations. Instead of relying on Google, they search for information, restaurants, and new learning methods on video-centric platforms like TikTok. They consume news from social media instead of traditional news channels. They customize games like Roblox to earn money and many engage in personal content creation, often becoming YouTubers, making "Kidpreneurs," a combination of "Kid" and "Entrepreneur," a common sight.
Furthermore, their population is projected to reach 2.2 billion for Gen Z and 2 billion for Gen Alpha by 2025. With declining birth rates, the term "10poket" (referring to the concentrated attention and capital focused on one child) has emerged, highlighting the increased importance of each individual child. While they are true digital natives, they also embrace offline experiences due to the impact of the pandemic. In many ways, "Zalpha" represents a more homogenous group than the Generation MZ, and therefore a more efficient and meaningful generational distinction for businesses.

Anti-Algorithm

So, what marketing trends is the Generation Zalpha leading globally? In my book, "Zalpha is Coming: Global Marketing Trends," I presented 9 trends, including #Don'tTrackMe, #Anti-Algorithm, #SenseOfConnection, #WeAreMoreImportantThanMe, #ChangingTheWorld, #LightnessOverSeriousness, #BoostingSelfEsteemThroughConsumption, #RedefiningAge, and #ConsciousLaziness. Among these, I found six trends led by Generation Zalpha.
Let's start with #Anti-Algorithm, a rising trend fueled by growing aversion towards advanced technology and algorithms. While AI and algorithms are becoming increasingly prevalent in our lives, Zalpha grew up with these technologies as a fundamental part of their environment. The introduction of smartphones in 2007, followed by the iPad (2010), Instagram (2010), and TikTok (2018), has normalized digital and AI for this generation. It's even said that some babies' first words are "Alexa" (Amazon's AI assistant).

What's important is that while they find AI and digital tools convenient, they are increasingly wary of algorithms themselves. Algorithms aim to make life easier by using user data to recommend relevant content and products. However, this leads to concerns about algorithms knowing us better than we know ourselves, and many find it increasingly uncomfortable to have their digital activities tracked for personalized product recommendations.

The exposure to repetitive content recommendations from algorithms on platforms like Instagram, TikTok, and YouTube has contributed to confirmation bias and fatigue with the constant showcase of idealized lives. This trend can be seen as a shift from a technological utopia to a technological dystopia.

Yearning for the "Real" Me

The rise of the #Anti-Algorithm trend indicates an underlying desire for more authentic communication. Services reflecting this anti-algorithm sentiment have gained popularity. The app BeReal, which topped app store charts in 2022 with 46 million downloads worldwide, places authenticity at its core.

Unlike Instagram, where users curate their best moments, BeReal sends a notification once a day, giving users only two minutes to post. While users can post after the two minutes, the app displays the delay and indicates reuploads, emphasizing that communication on the platform reflects the user's genuine moment. BeReal's popularity surpassed TikTok in 2022, with a significant user base among 10-20 year old females. The cosmetic brand Lush declared "anti-social" in November 2021, ceasing all SNS activity to demonstrate their commitment to more authentic communication.

The Lightness of Being: Situationships

Another key trend is #LightnessOverSeriousness. This trend reflects a preference for "lightness" over depth in relationships, content consumption, information acquisition, and even food and beverage choices.

In interpersonal relationships, "situationships," relationships that are flexible and adapt to different situations, are becoming more widespread than relationships built on commitment and responsibility.

Content consumption has shifted towards consuming shorter versions and summaries, with trends like fast-forwarding on Netflix and movies becoming commonplace. This trend of consuming content quickly and casually, like a snack, is known as "snack culture" in Korean and "snippet culture" in English. The F&B sector is also experiencing a shift towards lighter meals instead of full courses.

The Generation Zalpha's preference for lightness stems largely from their shorter attention spans. While Millennials have a 20-second attention span, Gen Z's is 8 seconds, and Gen Alpha's is just 3 seconds. This explains their preference for short, light communication and content over longer, more serious formats. They find it more comfortable to communicate and consume in a less intense manner.

Zalpha: A Global Trend, Not Just a Distant Concept

Marketers in Korea might assume these global trends like #Anti-Algorithm and #LightnessOverSeriousness are irrelevant to the Korean market. However, Zalpha is becoming a key consumer segment both globally and in Korea, and their importance will only grow. Amazon has created "Teen login," making it the top spending platform for teenagers. Uber also offers accounts specifically for teens. Toss, a Korean platform, launched a teen-specific card, reaching 1.9 million issuances in just two years. Many companies are already launching Zalpha-targeted businesses, products, and services.

Amidst the uncertainty surrounding 2024, marketers can apply these global trends related to Zalpha in the following ways. First, prioritize authenticity in communication with the Generation Zalpha. This requires genuine actions and consistent commitment to those actions. 

Just as TikTok launched "TikTok Now" and Instagram introduced "Candid Challenge" in response to BeReal's popularity, consider implementing similar features. Additionally, adapt to a more casual content consumption style. Reduce communication units, prioritize summaries, and provide product information with summaries and keywords.

Amazon already utilizes generative AI to create concise summaries of consumer reviews, making it easier for shoppers to understand products. Shopify even claims, "If you wait until Gen Alpha gets older and develops more spending power to target them, it will be too late." It's time to pay more attention to Zalpha, who will play a significant role in both the coming year and the future.