[How About This Book] Life's First Word Is 'Bixby'?…The Rise of the Alpha Generation

The so-called generational theory begins with Generation X. Of course, there were generations before the Baby Boomers, but the use of alphabetic labels started with Generation X, which includes those born between 1965 and 1979. Generation X was the first to encounter computers at school and home, and with many dual-income households, they were often called the "latchkey kids" or the "generation home alone." Following them, Generation Y (1980?1994) grew up during a global economic boom and began enjoying private cars, dining out, and overseas travel. They also experienced setbacks due to the global financial crisis. Next came the so-called Generation Z (1995?2009), the digital generation. This generation experienced more changes than previous ones did over 20 years, giving rise to terms like apps, tweets, memes, tablets, and smartphones.

Since the alphabetic generations started with X, there were limited options afterward. With Z as the last letter, no further alphabets remained to name subsequent generations. However, the authors of The Age of Alpha (The Quest) named the next generation the "Alpha Generation." While many suggested Generation A, the authors chose "Alpha," referring to the first generation born in the 21st century and drawing from the Greek alphabet.

The defining characteristic of the Alpha Generation is their familiarity with AI (artificial intelligence) and screens. According to the authors, in the UK, the first word spoken by an 18-month-old child was not "mom" or "dad," but "Alexa" (Amazon's AI assistant; in Korea, equivalents include Genie and Bixby). The three authors argue that since the Alpha Generation is the first digital generation without analog experiences, a multifaceted approach comparable to studying a new species is necessary.

The authors explored how current technological trends affect the Alpha Generation across various domains, including parenting and education within families and communities, health, and business. They also conducted interviews with diverse individuals who interact with the Alpha Generation as children, students, consumers, and members of society to present a balanced perspective.

Research identifies three main characteristics of the Alpha Generation. First, they are a Digital Only generation, born and raised in digital environments. Unlike Generation Z, which experienced both analog and digital worlds, the Alpha Generation is comfortable with screen devices and uses images and videos as primary communication tools. They also have a high capacity for virtual worlds, freely navigating early metaverse platforms like Minecraft, Roblox, and Zepeto.

Second, they possess abundant information and are socially and psychologically more mature than previous generations. Information that earlier generations accumulated over long periods through experience is quickly acquired via social media, revealing individual tendencies early. Their preferences are clear, with distinct likes and dislikes, and they confidently express opinions on social issues. These traits have significantly influenced brands and companies dealing with the Alpha Generation, prompting many to increase transparency in management and pay close attention to brand management.

Third, despite these traits, the Alpha Generation still has inherent human desires. The authors emphasize the need to prepare for how unchanging human desires will operate in the "Age of Alpha," what skills and technologies are necessary to support this, and how to cultivate them.

The authors point out that inadequate responses to the Baby Boomer generation in the 1960s and the Millennial generation in the 2000s led to considerable confusion. Many products and services were rejected in the market due to a failure to understand the needs of subsequent generations, and businesses incurred high costs to resolve communication and conflict issues.

There are various areas requiring preparation. According to the authors, currently, one in four children aged 15 to 19 suffers from serious mental illness, and this trend is intensifying. The medical journal The Lancet reported that mental disorders account for 45% of diseases among the global population aged 10 to 24. Mental health issues have thus emerged as a pressing challenge for the Alpha Generation.

Additionally, their familiarity with subscription models and high mobility suggests a shift from home ownership to renting. The starting point of the Alpha Generation's desires is identified as the third level of Maslow's hierarchy of needs?social needs?since they take the first and second levels, survival and safety needs, for granted. Therefore, the authors explain that their decisions are more likely to be based on whether something aligns with their values rather than on status or quality.

As they become accustomed to electronic devices, their handwriting skills decline, which may negatively affect thinking. Numerous studies have already demonstrated that handwriting is superior to typing in memory retention, creativity, critical thinking, and problem-solving. While devices facilitate participation and interaction, their tendency to disrupt concentration remains a challenge to address.

The authors advise that understanding and preparing for these changes is essential for the Alpha Generation?and indeed for all of us?to thrive in today's challenging world.

The Age of Alpha | Mark McCrindle et al. | The Quest | 368 pages | 19,800 KRW

This content was produced with the assistance of AI translation services.