Dentsu Macromill Insight, Inc. (hereinafter DMI) analyzes and interprets markets from unique perspectives while publishing marketing content and independent research reports. In December 2022, the company released the "Generation Alpha Survey Report," focusing on the behaviors and values of Generation Alpha (also known as Generation α), the generation below Generation Z.
In the first part of our interview with DMI's Naofumi Imaizumi and Shun Abe, we heard their view, based on this survey, that the relationship between Generation Alpha and their parents has become very flat. In this second part, we delve deeper into Generation Alpha's thinking and consumption behavior.
30% of Generation Alpha aspire to be YouTubers
Q. In the first part, you shared the view that the relationship between Alpha Generation children and their parents is flat, with mutual influence. Were there any other notable findings from the survey data?
Imaizumi: When we investigated who influences each generation, 30% of Generation Alpha and about 10% of Generation Z responded that they are "influenced by YouTubers." The fact that names of influential people on SNS and web media, not just celebrities or athletes, were mentioned is a significant difference compared to generations older than Millennials.
Abe: While we can't definitively attribute it to this influence, when we asked Generation Alpha about their "ideal future selves," many responses included "I want to do what I love and live authentically" and "I want to earn a lot of money and live a luxurious life." YouTubers often become topics of discussion by making large investments to realize their projects or uploading videos dubbed "spending sprees." With increasing exposure to such visible extravagance, it may align with Generation Alpha's values.
The Alpha Generation's Ideal Future
Abe: While Generation Alpha holds high ideals for their future, their parents seem to wish their children would settle down a bit more. When asked about their "ideal future for their children," many responses included "I hope they don't get sick" and "I hope they can live with a relaxed mindset." This made me realize that even as relationships become more equal, a parent's love for their child remains unchanged.
The Significance of Focusing on Generation Alpha Amidst Digitalization
Q. To start with the basics, why did this survey focus on Generation Alpha?
Imaizumi: This survey was an internal cross-departmental project, bringing together people from various divisions to form a team. As a result, many members, including myself, had children who are part of Generation Alpha. Compared to Generation Z, there is still relatively little research on Generation Alpha. We decided to conduct our own survey, partly to explore this new territory.
Naofumi Imaizumi, Dentsu Macromill Insight, Inc.
Q. Are there similarly few clients requesting research on Generation Alpha?
Imaizumi: We've long received many requests for research on themes like "understanding today's elementary school students." However, calls like "we should study Generation Alpha because they will become the core consumers in the future" haven't been very common at this stage. That said, some clients have already started taking action.
For example, one publisher is focusing on how children's magazines and comics are being read. The reason is the phenomenon where, despite the progress of content digitization, comics are still selling well.
I believe this also reflects the relationship between Generation Alpha and their parents, specifically the concept of "enjoying things together as a family." Comics, I think, are fine in digital form for solo enjoyment, but when sharing the experience with someone else, physical copies are more convenient.
Q. In 5 to 10 years, Generation Alpha will become the core consumers. From a medium-to-long-term perspective, this survey seems useful for "moving one step ahead."
Imaizumi: That's right. For the past 5-6 years, we've been hearing that "Generation Z will become the core consumers going forward." However, when researching future consumers, I feel it's better to target Generation Alpha, the next major demographic. Since there aren't many examples of research on Generation Alpha, this survey seems to have made an impact, and inquiries and material downloads are gradually increasing.
What emerges from observing Generation Alpha entering adolescence
Q. Will DMI continue monitoring Generation Alpha going forward? Or are there other plans, like using this survey as a basis to analyze other generations?
Imaizumi: Right now, those born in 2010—the very beginning of Generation Alpha—are entering middle school, a period where they start establishing their individuality and values. To verify whether the findings from this survey are unique to Generation Alpha or simply values typical of children who are easily influenced by their parents, we plan to continue our ongoing observation.
Abe: We also want to focus on whether Generation Alpha kids will enter a rebellious phase, start playing games alone or only sharing enjoyment with friends, or whether they'll remain close with their parents throughout.
Shun Abe, Dentsu Macromill Insight, Inc.
Imaizumi: As our company name suggests, DMI places great importance on "insight." We are particularly focused on the field of "consumer research" right now. We have data summarizing behavioral and value characteristics across generations, as well as shifts in trends. We want to leverage this data to support our clients' product development.
Q. Did this survey generate internal buzz?
Abe: When we decided to research Generation Alpha, Imaizumi brought up the idea of "what kind of research would be fun to do?" After that, each member shared their opinions, and the research direction was set. Since it started that way, everyone really enjoyed the phase of analyzing the results, like "Could this mean that?" I believe it was thanks to the project members that we were able to articulate phenomena like "parents being drawn into Generation Alpha's consumption" and gain such clear insights.
Imaizumi: Many members of this project team primarily handle desk research or analysis, roles that don't involve much direct client contact. Consequently, many had few opportunities to see how their work directly impacts outcomes. But as mentioned earlier, after presenting the research report, they were surprised and delighted by the unexpectedly high volume of inquiries. Seeing that their work was truly reaching clients definitely boosted their motivation. I feel establishing a company-wide system for hearing client feedback is a key achievement of this project.
The Alpha Generation will soon become the core of consumption. Many people want to understand the Alpha Generation's behaviors and values, both from a business perspective and to better understand their own children. To stay one step ahead, attention is likely to grow even more toward DMI's Alpha Generation research, which uncovers societal trends from rich data.
The information published at this time is as follows.
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.
