Hello, this is Realworld. Welcome to the 'Does This Really Work?' series with the catchphrase 'Delivering all the fun in this world!' Today we're back with our fourth episode on the topic 'It's not MZ generation anymore, but Zalpha generation?'
Aren't you curious about the fun and informative trend news from UniqueGood's adorable MC Yuhyeon and experience trend expert Storm (Song Inhyuk, CEO of UniqueGood Company)? Then stay tuned!
Revealing the identity of the Zalpha generation (Z + α generation)
It seems like the MZ generation just appeared not too long ago, but now the Zalpha generation has emerged. The pace of change really seems fast these days. But what exactly does the Zalpha generation mean? It's a term that combines Generation Z and Generation Alpha (α).
But why are these Zalpha generations different from previous generations and what characteristics do they have? Let's find out now.
Generally, Generation Z refers to those born from the mid-to-late 90s through 2010, and those born after that are called Generation Alpha. Storm, who is Generation X, says he first encountered computers only when he became a college student, but now everyone has a smartphone in their hands. In other words, unlike previous generations who migrated to the digital world, the Zalpha generation can be called 'digital natives' who grew up in a digital environment from the beginning.
Many media outlets still group the younger generation together as the 'MZ generation,' but since Millennials (the M) are already in their 40s and have entered the established generation, this should be considered an outdated concept. Now we need to focus on the Zalpha generation, which includes the newly emerging Alpha generation.
What are the characteristics of the Zalpha generation?
So what are the characteristics of the Zalpha generation, who are digital natives? First, we can point to the fact that they live online. They check social media as soon as they wake up and keep their smartphones in their hands all day long. And given their generational trait of expressing their thoughts without hesitation, we can say they have low communication barriers. Perhaps that's why making friends online doesn't feel awkward to them either.
And the most important characteristic! When they encounter something new and good like a great restaurant or pop-up store, they share it online through photos or videos. Like this, the Zalpha generation is one that makes their interests and experiences go viral online. In other words, the Zalpha generation becomes viral setters who create online word-of-mouth, and viral setters become trend setters. This is why we need to focus on the Zalpha generation if we want to understand the latest trends.
How to target the Zalpha generation
How should we target the Zalpha generation, who have emerged as very important customers for businesses? For the Zalpha generation living among countless pieces of information, the obvious no longer works. According to the 'UniqueGood' theory briefly introduced in a previous video, only things that are clearly differentiated can be chosen. We need to understand the psychology of those who want to be the protagonist and provide irreplaceable experiences.
And ironically, spending a lot of time online has actually made them more interested in the real world - the 'Real World.' This tendency to pursue genuine experiences in the real world is said to have grown even stronger after the COVID pandemic. Realworld should work harder so that 'Should we do Realworld?' can naturally come up as an answer to the question 'What should we do today?'
Realworld's 'Does This Really Work?' will return with even more fun and informative topics!
Thank you.
▼ Check out the full version of [Does This Really Work? EP4] in the video below. ▼