The Alpha generation is a generation born into a ubiquitous society and fully adapted to digital technology. Their culture and values are vastly different from previous generations, and they are expected to drive change from consumer trends to social institutions.

What is the Alpha generation?

Born between 2011 and 2024 by global standards, the Alpha generation is a 'digital native' who has grown up experiencing the cutting edge of technological advancement. They naturally use digital devices such as smartphones and the internet, and they are creating new values and culture. With the Alpha generation as the main force, future society is expected to be very different from what it is now.

Based on Korean standards, the number of Alpha generation births is estimated to be around 4.5 million. However, due to the low birth rate, their population is smaller than the previous generation, the Z generation.

Digital life everywhere

The Alpha generation has been exposed to digital culture from birth, including smartphones, SNS, and OTT services. They have grown up freely enjoying YouTube, TikTok, Netflix, and other platforms, making digital technology like their 'native language'. While the previous generation, the Z generation, experienced the process of digital culture becoming mainstream, the Alpha generation was born after that and enjoys digital life anytime, anywhere.

Subculture's mainstream integration

The Alpha generation naturally accepts subcultures that were once considered 'non-mainstream', influenced by their millennial parents who were open to Japanese pop culture. Especially on TikTok, various animation clips, voice synthesis engine OSTs, and other subculture content have flooded the platform, making subculture a mainstream part of culture. Among middle and high school students, it is much less common to call their peers 'otaku' as an insult.

Value is emphasized in consumption

The Alpha generation, born in a period of economic stagnation, tends to avoid luxury consumption. Conspicuous consumption is expected to decrease, and a practical and frugal consumption culture will take root. Instead of being obsessed with luxury brands, high-priced vehicles, and overseas travel like their parent generation, the millennials, they are more likely to consume rationally in areas that hold value.

Standing at the center of institutional change

Due to the low birth rate, the Alpha generation's population is significantly smaller than previous generations, leading to expectations of various institutional changes. As the Alpha generation enters elementary school in the mid-2020s, a decrease in the school-age population will make large-scale school restructuring inevitable.

Furthermore, in the 2030s, securing conscription personnel will become difficult due to the low birth rate, leading to active discussions about implementing female conscription, extending service terms, promoting immigration and multicultural society, and other military reform plans. The decline in birth rates will lead to a decrease in demand for higher education, potentially changing the Alpha generation's perception of college enrollment.

Conclusion

The Alpha generation naturally takes digital life for granted, possesses a frugal and rational consumption value system, and exhibits an open attitude accepting existing subculture as mainstream. Due to these characteristics, the future society led by the Alpha generation is expected to be drastically different from the present. From schools and the military to college enrollment culture, fundamental changes are expected to occur.