In today’s technology-driven world, it is becoming increasingly common to spend a large portion of time hooked up online for all of us. Social media has become an obsession and youngsters have been constantly swiping their screens.
The term „screenagers“ typically refers to teenagers who were born in early 2000s, whereas the term „generation Alpha“ refers to the youngest generation, born after 2010. Both are digital natives due to their widespread exposure to digital technology from early childhood. They are comfortable using electronic devices such as smartphones, computers, tablets, or game consoles in their daily lives. This generation is believed to be more diverse and socially aware than previous generations, with a greater awareness of issues such as climate change, inclusion, social justice, and equality.
On the one hand, the proliferation of screens has brought to our daily lives numerous benefits. For example, people can access a wealth of information and educational resources at their fingertips, which can help them learn and grow their individual competences in many ways. Additionally, social media platforms and other online communities allow people to connect with others regardless of physical location, share their interests and spark new opportunities for collaboration and growth of creative ideas.
However, there are a few general trends that need to be considered when thinking effective tools for marketing focused on screenagers. Screenagers seem to be savvy consumers who are used to being bombarded with advertising messages. Some of them have developed marketing blindness and have become immune to traditional advertising messages. They have learned a great deal of skepticism to marketing claims. Flashy commercials or celebrity endorsements may not be enough. Instead, screenagers may be more likely to rely on their own „research“ and recommendations from peers.
Screenagers are heavily influenced by social media and other online communities. They often rely on these platforms to discover new products, share recommendations with friends, and engage with brands. Screenagers are believed to be a generation that values authenticity and transparency. Brands must be genuine, trustworthy and consistent in communicating and living to their (moral) values.
Take for instance the „You Love Me“ campaign by Adidas, which was launched in 2021 and featured a short film and a series of social media ads that focused on self-love and empowerment. The campaign featured a diverse cast of young people who spoke about their experiences with self-love and acceptance, encouraging viewers to embrace their individuality and celebrate their unique qualities. The campaign also highlighted Adidas’ commitment to sustainability, showcasing eco-friendly products, and initiatives. The campaign’s message was designed for social media, with short and visually engaging videos that were easily shareable and required only short attention spans, so typical for many youngsters.
Besides the interest of screenagers in healthy lifestyle, they often tend to be fashion-minded and look for products and services, which make them look good in the online world. Makeup, skincare, hair and other care products are in demand, especially when combined with suffixes such as organic, plant-based, or sustainable. Screenagers consume a wide range of entertainment services available on platforms. They often stream content online rather than following traditional TV or purchasing physical media. Screenagers like to try new things – such as food and beverages with unusual flavors and ingredients.
Although screenagers (as any generation really) are a complex and diverse group with a variety of attitudes toward marketing, understanding their values, motivations, and preferences is a key to successful (marketing) communication. Screenagers skip providers without strong online footprint. Online shopping, home delivery, and cashless transactions are no more alternatives to traditional brick-and-mortar cash-based store experience.
Résumé
Screenagers či generace alfa: Jak nejmladší spotřebitelé přetváří budoucnost marketingu?
Pohled na spotřební chování zákazníků optikou jednotlivých generací je sice silně redukcionistický, segmentující zákaznickou bázi podle věku, ale zvláště pohled na nemladší generaci konzumentů na počátku jejich plnohodnotné spotřební dráhy, může poskytnout účelná vodítka k vytváření kampaní, které mohou být v budoucnu úspěšné. Screenagers nebo generace alfa jsou přikování ke svým obrazovkám a předpokládají silnou, kvalitní a hodnotově ukotvenou prezentaci firmy nebo značky v online prostředí. Spíše než celebrity marketing nebo funkčně-orientované reklamy reagují screenagers na doporučení svých vrstevníků, kteří nejsou masovými influencery, ale jemnými moderátory online diskuse nebo přiznanými, ale uvěřitelnými ambasadory produktů a značek.
