MZ and the Alpha Generation

     Generation MZ has become a cliche. Sociologically, each generation is divided into 15- year increments. Generation MZ is a term that combines the millennials, who were born in the early 1980s to mid-1990s, and Generation Z, who were born in the mid-1990s to early 2010s. The Alpha generation refers to children born in 2011-2025.

     Before understanding the Alpha generation, why is the MZ generation tied up? The MZ generation accounted for 33.7% of the total population, according to Statistics Korea in 2019. Generation MZ took the lead in economic and social activities, accounting for more than a third of the population. Companies had to apply a new marketing method as the main customer group changed. They began grouping them by using the term ‘Generation MZ.’ But millennials and Generation Z are different. The millennials’ main digital devices were computers. It was an era in which computers were in limited space. They don’t have any personal computers, and home telephones were more familiar to them than personal mobile phones. The use of digital devices was limited by time and space. Accordingly, the mainstream and non-mainstream were strictly separated. Since the time and place to access the Internet were limited, it concentrated on mainstream content that maximized efficiency. In contrast, Generation Z has lived in an era in which personal mobile phones and SNS have developed significantly. Personal mobile phones are more familiar to them than pay phones.

     Now, the TV has broadcast recording function and replay functions, allowing individuals to choose according to their preferences rather than groups. Digital conditions have been eased with the development of mobile devices, resulting in personalization

     What about the Alpha generation? The Alpha generation can be considered as a true digital native. They have their social networking accounts from an early age. They are good at communicating with online platforms such as Zoom due to the pandemic. They are so familiar with AI that there are reports where the first words of their children were Alexa, which is Amazon’s AI service, instead of their mothers and fathers. Those accustomed to AI (Artificial Intelligence) service personalization algorithms will go beyond personalization and lead a super-personalized service society. Since the age difference between the youngest Generation Z and the current Alpha generation is not big, one might think that the Alpha generation is just like Generation Z. However, the Alpha generation is also called ‘mini-millennium,’ and resembles the millennial generation. This is because the Alpha generation is the children of millennials. Those who accept individuality through groupism and individualism fully support their children.

     In the consumer market, the Alpha generation is expected to become the largest generation, with 2.2 billion people as of 2025. In Korea, where family members are shrinking, parents have more financial support for their children. Now, every brand can survive only when imprinted on the Alpha generation early on. A new term called VIB (Very Important Baby) has been coined. Children are more vulnerable to marketing because they cannot demonstrate judgment. Marketing that targets children under 12 could confuse children’s consumption tendencies. Coca-Cola Enterprises says, “In order to pursue responsible marketing, children under the age of 12 should not be directly targeted for marketing activities” and “Children under the age of 12 should not advertise in any media that accounts for more than 35 percent of customers.” This is why we should keep an eye on the Alpha generation, whose main activities are concentrated on the Internet and social media.

Lee Hyun-jun (ST Reporter)

ace3093@soongsil.ac.kr