Dentsu Macromill Insight, Inc. (hereinafter DMI) proposes marketing strategies through market research and other means. The company disseminates marketing content analyzed and interpreted from its unique perspective, as well as proprietary research reports.
In December 2022, they released the "Generation Alpha Survey Report," focusing on the behaviors and values of Generation Alpha (also known as Generation α), the generation following Generation Z. We spoke with DMI's Mr. Naofumi Imaizumi and Mr. Shun Abe about the characteristics of Generation Alpha revealed by the survey and why attention should be directed toward this generation now.
DMI's Strength Lies in Abundant Data and Marketing Expertise
Q. First, could you tell us about your careers and what kind of work you are currently doing?
Imaizumi: My previous role was at a marketing firm, where I conducted client-facing research and consumer studies. After changing jobs, I joined DMI and was initially assigned to the Osaka office. I transferred to Tokyo in January 2020, where I remain today. Recently, I've primarily been involved in research closer to the end clients, particularly working with clients in finance, food service, and IT.
Naofumi Imaizumi, Dentsu Macromill Insight, Inc.
Abe: I've worked in marketing since graduating, joining DMI in May 2022. Currently, I collaborate with members of Dentsu Digital Inc. to address client challenges. Specifically, we focus on proposing research methods for issues like "how to increase brand awareness" and "how to make the brand known to the public," rather than product development itself. We also verify whether advertising targeting specific audiences is effectively delivering results.
Q. Abe-san, why did you choose DMI as your next career move?
Abe: In my previous role, I held a position similar to a communication planner. However, I realized I preferred and was more interested in delving into questions like "What are the current trends in society?" and "What are people really thinking?" rather than just planning and executing campaigns. While there are many research companies out there, DMI's strength lies in not just conducting research but actively tackling marketing challenges. I chose DMI because I believed it would allow me to leverage my existing career experience while also delving deeper into areas I'm passionate about.
The behavior of Generation Alpha children is linked to that of their parents
Q. In December 2022, DMI released a report titled "Survey on Generation Alpha." What was the purpose behind this research?
Imaizumi: The primary goal of this survey was to understand the fundamental behaviors and thought patterns of Generation Alpha. Furthermore, by understanding the behaviors and thought patterns of Generation Alpha's parents, we aimed to identify emerging trends in behavior and thinking within this new household demographic. For reference, Generation Alpha refers to those born between approximately 2010 and 2024, meaning the core demographic, as of 2023, is the elementary school age group.
In the actual survey, we divided approximately 2,800 respondents aged 10 to 79 into generations and examined differences in their behaviors and values. The parents of Generation Alpha correspond to Millennials (ages 25-34) and Generation Y (ages 35-44). This generation tends to be relatively flexible, capable of separating work and personal life, valuing their private time, and possessing a strong sense of self. Therefore, we hypothesized that "the values of such parents might influence the values of Generation Alpha" and secured a sample size to ensure the parent generation could also be thoroughly analyzed.
Q. What did the survey reveal?
Abe: We observed that the relationship between Generation Alpha children and their parents is very flat. For example, while watching various video services like YouTube on smartphones, tablets, or gaming devices is a behavior seen in a large proportion of Generation Alpha, the results actually showed that the parent generation, especially fathers, also had a similarly high percentage.
Abe: The reason for this linkage in child-parent behavior is likely that "they enjoy games and content together." This was a major finding of this survey. Consequently, the survey report also mentions that "the phenomenon of 'involved consumption,' where parents and Generation Alpha children mutually share enjoyment, is becoming more pronounced than ever before."
A flat parent-child relationship characterized by mutual influence and "side-by-side" engagement
Q. Does this mean the relationship between Alpha Generation children and their parents differs from other generations?
Imaizumi: Looking at the survey data, I see many indications that this is the case. Simply put, Alpha Generation parents have a strong desire to do things together as a family, leading to more frequent interactions with their children. This is where they differ from older generations.
Abe: When I was in elementary school, I was often told in a rigid manner, "Don't play games too much because it might damage your eyesight" or "You shouldn't stare at the TV screen all the time." However, nowadays, many parents enjoy activities together with their children, learning from them how to use TV in certain ways or how to play games.
Mr. Shun Abe, Dentsu Macromill Insight, Inc.
Imaizumi: Parent-child relationships are shifting from vertical to horizontal. While Generation Alpha is influenced by their parents, parents are also influenced by Generation Alpha, and this is reflected in their behavior. Supporting this, survey data comparing people in their late 30s to 40s with and without children shows those with children exhibit behavior closer to Generation Alpha.
Q. What discoveries have you made in areas closer to marketing?
Imaizumi: Alpha and Z generations watch live TV less than other generations, but they engage more with time-shifted viewing. In other words, they treat everything from terrestrial broadcasts to video services like YouTube as the same kind of "content," selecting and watching what suits their preferences. This style is becoming the norm. I believe such shifts in media consumption significantly impact purchasing behavior.
Abe: Regarding consumption behavior, I believe generations below Millennials will age differently compared to older generations. Simply put, we won't hear phrases like "Kids these days..." anymore. Even as they grow older, they'll likely continue catching and incorporating the latest information. Marketing will need to continuously update itself to align with these consumers.
Characteristics of Generation Alpha and changes in parent-child relationships revealed by survey data. From our conversation, we could see that Generation Alpha is developing values distinct from Generation Z, which prioritizes diversity and self-expression. In the upcoming second part, we will delve deeper into Generation Alpha's thinking and consumption behavior.
Joined Dentsu Macromill Insight, Inc. in 2012. Since then, has worked across diverse sectors including FMCG, finance, housing, food service, and home appliances. Specializes in uncovering consumer insights that directly influence decision-making, handling everything from various analyses to communication planning end-to-end.
After working at a research firm and an advertising agency, joined Dentsu Macromill Insight, Inc. in 2022. Engaged in supporting communication planning and PDCA cycle development, starting from consumer insights inherent in products across diverse categories such as daily necessities, automobiles, alcoholic beverages, and food.
