What is the Zalpha Generation?
The Zalpha Generation is a term that combines Generation Z (born mid-1990s to 2009) and Generation Alpha (born after 2010), referring to the first generation to grow up entirely in a digital environment.
These individuals are digital natives who have never experienced analog methods, and they are adept at communicating and consuming through smartphones and the internet.
Characteristics and Consumption Patterns of the Zalpha Generation
The Zalpha Generation prefers short and fast content.
They are more inclined to consume summaries or short videos rather than long-form content.
This generation leads the ‘snack culture’ trend, characterized by quick and light consumption, as evidenced by the widespread practice of speeding up Netflix shows or skipping through movies.
Additionally, they highly value authenticity.
If they perceive a lack of authenticity in advertising or marketing, they are quick to lose trust in the brand.
Therefore, companies need to approach them with genuine and authentic communication.
Strategies of Companies Targeting the Zalpha Generation
Pop-Up Stores and Offline Events
A notable example of targeting the Zalpha Generation is the pop-up stores at The Hyundai Seoul.
The Hyundai Seoul hosts pop-up stores on various themes, such as webtoons, animations, and celebrities, garnering significant attention from the Zalpha Generation.
For instance, the ‘Bbangbbangie’ birthday party pop-up store attracted 10,000 visitors over four days, showcasing its success.
Digitalization of Convenience Stores
Convenience stores are also employing marketing strategies aimed at the Zalpha Generation.
CU and GS25 are strengthening their communication with this generation through apps like ‘Pocket CU’ and ‘My Own Fridge.’
GS25, in particular, gained great popularity with the ‘First Ever God Life Contest,’ which included events like drawing contests and short-form video production centered around convenience stores.
Changes in the Financial Sector
The financial sector is also active in targeting the Zalpha Generation.
According to a report by Hana Financial Research Institute, financial products and services aimed at middle and high school students are emerging.
For example, Toss released a card exclusively for teenagers, issuing approximately 1.9 million cards in two years.
The Influence of the Zalpha Generation
The Zalpha Generation has already established itself as a significant consumer group in various industries.
As their purchasing power continues to grow, companies must offer products and services that reflect their demands and trends.
Providing lighter and faster content and maintaining authentic communication are crucial.
The emergence of the Zalpha Generation signifies not just a generational shift but the formation of new consumption patterns and trends.
Companies need to understand this generation and develop strategies that cater to their characteristics.
By doing so, they can earn the trust of the Zalpha Generation and achieve sustainable growth.