If it is commonly said that Generation Z grew up with the Internet, then Generation Alpha was born with the Internet. Today’s children, born between 2013 and 2025, are the first generation to be born entirely in the 21st century.

That’s why they got the name Alpha/Alpha, from the first letter of the Greek alphabet. Alpha kids took part in an “unofficial global experiment” as they were given screens along with their first pacifier. This is why experts believe that this generation will be more impatient as they expect their needs to be met immediately.

At the same time, however, Generation A is different from the generation Z immediately preceding it, that is, those born between 1996 and 2012. “They are idealists. They stand for social diversity and demand it. They doubt their field. They are very creative. They have an entrepreneurial spirit,” says Christine Patrick, head of marketing for the Claire chain of stores, according to the New York Times, as quoted in moneyreview.gr.

The main audience for Claire’s teen jewelry and fashion accessories is what Patrick called Zalfa. This is a “generation within a generation”, mostly children of millennials, those born after 1996, and this is the audience that is currently in the focus of the marketing industry.

They may still be very young — the oldest Gen A is turning 10 this year — but they have a purchasing power that big brands can’t ignore.

By 2030, Zalfa’s costs are expected to grow three times faster than all other generations. Of course, due to the very young age of Zalfa representatives, companies and brands try to act very carefully.

On the one hand, they want to “beat” children and teenagers, and on the other hand, they do not want to alienate or upset their parents. Some companies are even hiring Gen Zers to manage social media.

In the case of Hollister, for example, a clothing company primarily aimed at teenagers, the social media manager is a 21-year-old who plans everything from her mobile phone, while Nerf, a toy company, has a 22-year-old employee. – old director of TikTok.