So, what does sustainability mean to Alphas?
We can all agree that at age 12 and under, Gen Alphas are far too young to define the word “sustainability.” But at The Pineapple Lounge, we also know first-hand that this group of littles has shockingly sophisticated answers to questions about the things that need changing in the world. They care about fair police practices, clean water access and the impact of deforestation. But don’t take our word for it, hear it from them.
What is more, Gen Alphas are already thinking about the impact these issues will have on their lives, and the role corporations, individuals, and governments need to play in fixing them.
“In my ideal world there would be a reversal of global warming, so I drew two scenes showing that. The top scene shows a farm grocery store where you pick your own organic fruit from the orchard-aisles and pay for it in a solar-powered grocery store. No need for energy guzzling trucks, because you buy [food] right on-site! The bottom scene shows a number of polar bears, penguins, and fish living in the exact cold climate they need to thrive. There is no disturbance in the food chain and all animals live free from extinction. I didn’t draw a fantasy ideal future world for myself because if we don’t preserve the earth now, there might not be one 30 years from now where we can enjoy fun stuff like Disneyland and flying cars.” – Miya, 11, Japan
“The perfect world for me is peaceful. No more wars, no more pandemic. Everyone is happy and friends, no matter what race they’re in. I hope no one dies because of wars. I also hope world hunger ends by then. No more children dying because of lack of clean water and food. I just hope everyone will be happier than they are now.” – Isaiah, 12, Philippines
WHAT DOES THIS MEAN FOR YOUR BRAND?
Based on current trends, Gen Z won’t be the last activist generation. If anything, they’ll pass the torch to even more fired up Gen Alphas, so be sure that you have a long-term strategy for staying ahead of the issues in a younger generation-friendly way!
BRANDS TAPPING INTO GEN ALPHA’S SENSE OF SUSTAINABILITY
If you’re looking for inspiring brands using their sustainable best practices to win over Alpha households now and in the long-term, play and FMCG brands are the place to start.
Some of TPL’s current favourite play brands are Wilsow, which offers books loaded with seeds so families can plant them when they’re finished reading, and GreenToys, which makes its products solely from post-consumer recycled plastic. Talk about feel-good purchases for parents and kids alike!
We’ve also been watching brands like Insect Lore and Kid Gardening that take a back-to-nature approach, teaching kids about the magic that the natural world holds. In spite of their early exposure to screens, we often find that Alphas derive a sense of calm and well-being from being outside.
We’d be remiss if we didn’t mention brands catering to Gen Alpha’s Millennial parents eco-friendly tendencies. Brands like Babipur make buying sustainable little kid essentials seamless while the likes of Hannah Andersson are making eco-friendly fashion a must-have for families.
WHAT DOES THIS MEAN FOR YOUR BRAND?
Environmentalism is a hot topic for Gen Alphas and their parents, but we’re confident that Gen A will follow in Gen Z’s footsteps and be advocates for a wide array of sustainability issues. Get ahead of the curve by finding which one(s) feel most authentic to your organisation and understanding the role you can play in educating Alphas about them.
GEN ALPHA’S SUSTAINABILITY INFLUENCES
Because they’re still young, Gen Alphas don’t necessarily have the same host of sustainable idols that their Gen Z counterparts have amassed. That said, here is TPL’s current list of names to know.
Watch this space!
Anneshwar Kunchala – the seven-year-old drew attention on Britain’s Got Talent for his environmentally-focused poetry and is an up-and-coming voice to watch
Genesis Butler – a 15 year old activist, TEDX speaker AND member of TPL’s very own Hack Squad, Genesis is a leading youth voice on climate change and its connection to animal agriculture
Greta Thunberg – the Swedish climate activist seems poised to be as much of a voice for Gen Alpha as she has been for Gen Z, with kids on both sides of the pond out to support her (literally) in droves
David Attenborough – the famed broadcaster’s beloved nature documentaries are already a hit with Gen Alpha – if his interaction with the young royals is any indication – giving them a glimpse into the lives of animals they love
Kids Against Plastic – a charity set up by kids and run by kids, to educate others about climate issues. Check out their top tips for becoming a plastic clever business here!