Rapidly evolving social mores have been laid bare in a new study prepared by Beano Studios finding that (55%) of Generation Alpha (under 10s) are regularly creating video content. 58% of respondents also believe gender to be irrelevant.
Focussed on children born since 2010 the survey of 2,000 parents and their offspring paints a picture of a tech-savvy, environmentally engaged generation waiting in the wings but who also embrace traditional family values.
86% of kids are using new technology to design, build and make things, over half of those surveyed enjoyed tinkering with electronics (47%); enjoying robotics (43%) and computer coding (36%).
The research shows 98% are still playing outside, and nearly three quarters (72%) are still climbing trees. Already one in five kids (19%) aged between 5-9 have been on a march or protest about something they care about.
Among the five key character traits associated with the youngest generation are those of ‘creative entrepreneurs’, budding creatives eager to flex their creative muscles using new digital mediums. Gen Alpha has also been described as ‘activists in the home’ willing to take a stand on environmental issues such as single-use plastics both at home and in school.
As a result, the Beano study labels such children as belonging to the ‘post-stereotype’ generation where judgements are grounded in individual merit.
Emma Scott, chief executive at Beano Studios, said: “Gen Alpha is the generation that will seek to bend the digital world to their needs and ambitions and not be defined or consumed by it; they will set aside our current worldview stereotypes of identity and difference, and their love for cherishing and saving the physical world around them will literally change the face of our planet.
“Beano for Brands’ Generation Alpha report is just the beginning. We’ve only just started to scratch the surface of this exciting, impassioned generation. With the oldest of Gen Alpha yet to reach secondary school, Beano for Brands will continue to monitor their progress and educate the world on who they are and what we as parents, educators, legislators and businesses need to do to keep up with them.”
The stark findings show a marked generational divide with just 32% of their parents rejecting gender stereotypes, highlighting the views and sentiments marketers will need to get a handle on if they are to prosper in the future.