Generation Alpha Meaning and Characteristics

Generation Alpha is a generation that was born in a ubiquitous society and has fully adapted to digital technology. Their culture and values differ greatly from previous generations, and they are expected to drive change, from consumption trends to social institutions.

What is Generation Alpha?

Born between 2011 and 2024 by global standards, Generation Alpha are 'digital natives' who have grown up experiencing the cutting edge of technological advancements. They naturally use digital devices such as smartphones and the internet, and are creating new values and cultures. It is anticipated that the future society, with Generation Alpha at its core, will look very different from today.

In Korea, the estimated number of Generation Alpha births is around 4.5 million. However, due to the low birthrate, their population is smaller than that of Generation Z, the immediately preceding generation.

Digital Life Anytime, Anywhere

Generation Alpha has been exposed to digital culture, including smartphones, social media, and OTT services, since birth. Digital technology is like a 'native language' to them, as they have grown up freely enjoying YouTube, TikTok, Netflix, and other platforms. While Generation Z, the previous generation, experienced the process of digital culture becoming mainstream, Generation Alpha was born afterward and enjoys a digital lifestyle anytime and anywhere.

Subculture's Mainstream Integration

Influenced by the openness to Japanese popular culture of Generation Alpha's parents, the Millennial generation, Generation Alpha naturally accepts subcultures that were once considered 'non-mainstream'. In particular, with various anime clips and voice synthesis engine OSTs flooding TikTok, subculture is becoming mainstream. Among middle and high school students, calling peers 'otaku' (オタク) as a form of criticism has significantly decreased.

Prioritizing 'Value' in Consumption

Born during a period of economic stagnation, Generation Alpha tends to avoid luxury goods consumption. It is expected that conspicuous consumption will decrease, and a practical and frugal consumption culture will take root. Instead of being obsessed with luxury goods, high-priced vehicles, and overseas travel like their parents, the Millennials, they are more likely to spend rationally on things they value.

At the Center of Institutional Change

Due to the low birthrate, a significant decrease in the population of Generation Alpha compared to previous generations is expected to lead to various institutional changes. The decline in the school-age population of Generation Alpha, who will start elementary school in the mid-2020s, will inevitably lead to large-scale school restructuring.

Furthermore, in the 2030s, the low birthrate will make it difficult to secure the required number of conscripts, leading to active discussions about measures to reform the military system, such as introducing female conscription, extending the period of service, promoting immigration and a multicultural society. The decline in the birthrate will also lead to a decrease in demand for higher education, potentially leading to changes in Generation Alpha's perception of university enrollment.

Conclusion

Generation Alpha naturally embraces digital life, possesses frugal and rational consumption values, and exhibits an open attitude toward accepting traditional subcultures as mainstream culture. Due to these characteristics, it is expected that the future society led by Generation Alpha will be drastically different from today's. Fundamental changes will occur, ranging from schools and the military to university enrollment culture.