Money & Business

Daily Buzz: Introducing Generation Alpha

By / Aug 8, 2019 (catscandotcom/iStock/Getty Images Plus)

As millennials age and Generation Z hits adulthood, “Generation Alpha” enters the frame. Also: how human-centric marketing fosters member relationships.

Move over, millennials. Generation Alpha is growing up—and fast.

Born starting in 2010, Generation Alpha is the first generation born entirely in the 21st century. And though the oldest members are only 9 years old, this generation will shape the future. Let’s get to know them, shall we?

For one thing, they have been plugged in to the digital world their whole lives. “Alphas are accustomed to and reliant on instant information and communication,” says Ursula Perano on Axios.

As with previous generations, life markers—such as marriage, children, and retirement—are expected to be delayed. Unlike their predecessors, these youngsters are expected to surpass previous generations in education: Generation Alpha is on track to become the most formally educated generation in history.

Another top quality: an emphasis on inclusion. “Diversity is a standard for Alphas, with women in the workplace, the value of inclusion, and a focus on equality as overwhelming norms,” Perano says.

Generation Alpha is still young, so only time will tell how the group defines itself in years to come.

Play Up Human-Centric Marketing

The constant pressure to make sales goals has taken the human element out of marketing, writes Amy Thomasson on the Wicket blog. To strengthen the organization-member bond, add person-to-person interaction back in.

“Human-centric marketing is about pivoting your focus toward fostering relationships with your members, and turning efforts toward member retention rather than solely focusing on accumulating one more notch in your member count,” Thomasson writes.

So, make your marketing about your members. Ditch the stock art and replace it with images of real members. Interview them, and tell their stories.

“In our quest to meet the looming demands of the publication deadline, program launch, or registration cut-off, we’ve become automatons to our desire for marketing automation,” Thomasson says. “By sharing the images and stories of our members, and leveraging their insights and perspectives, we can center the human connection in our marketing efforts.”

Other Links of Note

Alexa, do you understand? Amazon scientists are working to improve Alexa’s ability to read context clues, says VentureBeat.

Consider adding chatbots to your social media team. Nonprofit thought leader Beth Kanter explains how one group employed the tech to decrease response time.

Procrastinate no more with Fast Company’s personality-based tactics to combat delays in work.

Sophia Conforti

Sophia Conforti is a contributor to Associations Now. More »

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