It is of the utmost importance that we know each generation and their preferences, consumption habits and every detail that we can. That thanks to the era in which we live, when data is the order of the day, we can investigate and obtain information to analyze.

If you collect this data intelligently, you can use it to your advantage.

Previously, each population group was considered in a range every 20 to 25 years, between the birth of the parents and that of their offspring.

Today it is not like that. A population cohort is defined by its social practices . That is, “they share a comparable age and life stage and were shaped by the events, trends and developments of a particular period” (McCrindle, 2018).

Who are they?

The successors of Generation Z (Centennials). Mostly, they are the children of the “Millennials”.

People who were born from 2010 to 2012, up to 2025. Their age range today is approximately 10 to 12 years old.

They are the generation that was born or will be born in a technological ecosystem already immersed in all social practices: gaming, mobile phones, robotics, artificial intelligence, big data, etc.

They are highly evolved in terms of social values ​​because they come to a world where traditional schemes have already been modified.

5 insights into how this generation consumes

1. They are hyperconnected: they are digital and mobile

They use mobile phones, tablets and virtual assistants from an early age and very naturally. This makes them great tech natives; what is not on social networks or the internet does not exist for them. Although they want to get very close to nature and outdoor activities , they schedule everything online.

2. They are prosumers 

They prefer audio and vertical content. Both for consumption and when creating their content, it is very easy for them to use the new functions and social networks; with these they create and even monetize content, many see this as fun work.

3. TikTok is her favorite social network 

This generation makes great use of social networks for learning and listening to new music, and as I told you, they own the vertical content.

Not only this makes them have TikTok as their favorite social network, they like it because they receive information and recommendations from people like them, large and small influencers, and it is not a platform where brands govern, but the content generated by their clients.

4. They define family consumption 

Alphas are emerging consumers, at their age they begin to integrate into purchasing decisions.

Although most still have no income, from a young age they have a voice and a vote in family decisions. Especially those related to technology.

That is why we as a business must begin to evolve and keep ourselves constantly updated in terms of technology and innovation. In this way we will find ourselves within your radar of suitable brands to select.

5. They have a greater social conscience than the other generations 

It is the generation in which the social changes and movements of the last decade emerge most strongly.

They are diverse and inclusive and do not want to live in places where they do not feel represented.

Strategy for brands that want to reach this generation

To reach the Alpha Gen, they need to be authentic, inclusive and original. And above all, provide experiences in which these prosumers can interact and be co-creators. What they want is to live great moments and be able to show and recommend them.

silver generation

According to the United Nations, by 2050 the proportion of the world population over 60 years of age will almost double: it will go from 12% to 22%.

4 insights into how they consume

1. Quality matters 

Among all generations, it has a higher quality standard. This is due, among several factors, to the fact that they have the purchasing power to purchase high-end products and services.

They have lived many experiences and this generation only wants to consume brands that offer the best in the market and provide them with a high-level experience, which is easy to acquire, that is, the customer journey is not too long.

2. It is not easy to persuade them 

To persuade them you need two fundamental bases: a great customer experience, where they accompany them in each part of the process, are very efficient and friendly. Their life experience leads them to be much more demanding.

Although they are people willing to pay higher costs, they also want to be worth their time and money invested.

And the second base must be real testimonials and 100% honest. They trust a lot in the recommendations of other customers of the brand, mostly from people of the same generation.

3. They are adapting to technology 

They were not born with the Internet, social networks, or platforms. But they have adapted, especially after the pandemic, when they turned to the internet for entertainment, information and to stay connected with their families.

A great aspect that has helped them adapt to technology is the digital tools that help them stay on top of their health and keep track of their medical situation, should they need to.

4. They are more loyal consumers than other generations 

When they meet a brand and it meets the expectations they had, they hardly change their minds. This leads them to be very loyal consumers.

If you manage to fulfill everything you promise and also provide great customer service for them, you will earn their trust and be part of their list of brands, where you will be indefinitely as long as you maintain the standards.

Strategy for brands interested in this generation

Excellent customer service: they do not make compulsive purchases, so you must be very patient and have a customer journey adapted to different generations. In his case, you must pay close attention to his doubts, and maintain constant communication, even after the transaction.