With Gen Z and Alpha, two generations are growing up that have a lot in common—first and foremost, that they are the subject of extensive discussion, writing, and speculation. Before I join the list of authors writing about these generations, it is important to me to make one thing clear in advance: Gen Z is not the same as Gen Z, and Gen Alpha is not the same as Gen Alpha. Gen Z comprises 1.5 million people in Austria alone and 2.4 billion worldwide. It goes without saying that we cannot (unfortunately) pigeonhole them, even if it would simplify one or two marketing strategy meetings.
What we can do, however, is assign various trends and movements to the generations. I will discuss this and explain what it means for brands and companies.
Gen Z: The most digital generation yet
Gen Z, born between the mid-90s and early 2010s, is the first generation to have grown up entirely with the internet. They are the ones who not only use (digital) trends, but actively shape them. Their digital identity is firmly linked to social media. Platforms such as TikTok, Instagram, and YouTube are not only entertainment media, but also points of contact for education, political opinion-forming, and community engagement. This reveals a strong need for authenticity and transparency. Companies that want to interact successfully with Gen Z must do so in a credible manner.
At the same time, this generation is strongly influenced by global crises. According to generational researchers, it is the years between 15 and 25 in particular that shape a generation, which for Gen Z means the refugee crisis, the economic crisis, the COVID-19 pandemic, and the climate crisis. It is therefore hardly surprising that many young people are showing an increased awareness of social justice, climate protection, and mental health. Sustainability and ethical corporate values also play a decisive role in purchasing decisions.
Gen Alpha: The most digital generation of the future
Gen Alpha began in 2010, the same year that the iPad was introduced and “app” was named word of the year. These two facts alone clearly show that Gen Alpha will be the most digital generation of the future, replacing Gen Z in this role.
From the outset – on average from the age of three to four – they grow up with tablets, voice assistants, and artificial intelligence. Digital media are an integral part of their everyday lives, and interactive, playful content dominates their media consumption. They experience brands and content in a different way than previous generations: YouTube Kids, Roblox, and TikTok offer them an immersive experience that they can actively shape. Early brand loyalty is particularly important here: companies that are present in childhood can build long-lasting relationships. Studies show that around a third of favorite brands are discovered between the ages of 12 and 20.
But it's not just media use that will continue to evolve, but also consumption: conversational commerce, interactive platforms, and gamification will be key elements in how this generation discovers and buys products.
How can brands reach these generations?
To specifically address both generations, companies must break new ground.
Authenticity and value orientation are particularly important here, as young target groups are sensitive to inauthentic advertising. Companies that take a clear stance and credibly advocate for social issues can build long-term trust and secure a competitive advantage.
Visual and interactive content is also essential. Short, engaging videos and playful elements—especially gamification—are becoming increasingly important, especially for Gen Alpha, who are growing up with immersive digital worlds.
In addition, the type of communication plays an important role. Private and immersive social media experiences such as group chats, stories, and so-called “dark social” are becoming increasingly relevant. Companies should align their strategies to engage with the new generations in closed and more personal digital spaces.
The future of brand communication lies in combining digital innovations with genuine values. Companies that manage to master this balancing act can remain relevant to the younger generations in the long term.
