Your future membership: Meet Gen Alpha!
Photo by Cottonbro Studio
Just as we adapted to marketing to Gen Z, Gen Alpha has emerged with its own distinct needs, preferences and financial behaviors. Born between 2010 and 2024, this generation is set to become the largest ever, with over 2 billion members by 2025 and projected to comprise 31% of the workforce by 2035.
Meet Gen Alpha
The primary difference between Gen Z and Gen Alpha lies in their upbringing—predominantly by Millennials, hence the nickname “Mini-Millennials.” Here’s what to know about Gen Alpha:
They are passionate about climate change, sustainability, social justice and equality
They are likely to stay in education longer and live with their parents into their late 20s
Millennial parents’ heavy use of social media means Gen Alpha is online from a very young age
These parents spend considerable time researching products and services online, prioritizing high-quality, safe and health-conscious brands
Setting the stage for financial decision-making
As the oldest Gen Alpha members turn 14 this year, reaching them effectively means engaging with their parents. Millennials, having navigated the 2008 financial crisis and the pandemic, emphasize financial responsibility for their children. They conduct thorough research and tend to remain loyal to brands they trust, a loyalty they pass on to their kids.
Engaging with Gen Alpha
According to Common Sense Media, 42 percent of kids have a phone by age 10. By age 12, it's 71 percent. By 14, it's 91 percent. On average, they spend between 2 to 4 hours on their phones daily. Gen Alpha is adaptable, curious and prefers to try things out before committing. The opportunity to increase the financial capability of young adults lies in promoting financial literacy through compelling educational content. Parents and teachers can take an active role in this process, effectively reaching and educating Gen Alpha. Here’s how:
Engaging Design: Create designs that attract both parents and children
User-Friendly Features: Ensure functionalities are simple for all age groups
Personalized Messaging: Use clear and rewarding messages
Playful Engagement: Incorporate visuals, videos, and gamification
Safety Features: Provide parental control options for peace of mind
Gen Alpha platform preferences
Gen Alpha actively engages with social media and streaming platforms, particularly favoring YouTube and TikTok for their video content. They prefer quickly consuming information in video formats rather than text. Influencers, seen as trusted advisors, play an important role in shaping their views. According to a Morning Consult report, roughly half of parents of Gen Alpha children (51%) said their youngest child streams video content at least once a day. This indicates that these platforms offer good opportunities for credit unions to capture Gen Alpha's attention and provide valuable education in the process.
Empowering financial success
In the tech-driven economy, digital literacy is becoming just as essential as financial literacy. Equipping Gen Alpha with skills in both areas enables them to access financial opportunities and safeguard against digital threats. Keeping them informed and teaching vigilance is crucial for their financial success.
If you're interested in a financial literacy program for your credit union, check out It’s a Money Thing, a digital library of professionally developed financial topics. And together, let's make a positive impact and maybe, just maybe, we can help save our planet!
Tim McAlpine is the Founder & CEO of Currency Marketing. He is best known for developing the It's a Money Thing Financial Education Program that credit unions from around North America are using to connect with new young adult members. He is also a driving force behind CUES Emerge, an emerging leader program that combines online learning, peer collaboration and an exciting competition component.
