Here is a table summarizing 12 archetypes that represent the values and interests of the Alpha generation, also known as Generation Z. These archetypes describe different aspects of their worldview and behavior, from their love of technology to their commitment to social and environmental causes. For each archetype, we have provided a brief description and examples of movies, brands, and advertising campaigns that represent it. Whether you’re a marketer looking to connect with this demographic or simply interested in learning more about them, this table can provide useful insights into their mindset and culture.
|The Digital Native
|Comfort with technology and digital devices from a young age
|Apple, Samsung, The Social Network (2010)
|The Global Citizen
|Openness to other cultures and awareness of global issues
|Patagonia, TOMS, Queen of Katwe (2016)
|Creativity, innovation, and interest in starting businesses
|Square, Slack, Joy (2015)
|The Social Activist
|Passion for making a positive impact in the world
|Ben & Jerry’s, Nike, Selma (2014)
|The Wellness Seeker
|Focus on physical and mental well-being
|Lululemon, Athleta, Eat Pray Love (2010)
|Love of art, music, and self-expression
|Etsy, Hobby Lobby, Moonlight (2016)
|The Inclusive Leader
|Commitment to diversity and inclusivity
|Airbnb, Lyft, Hidden Figures (2016)
|Concern for the environment and desire for sustainability
|Tesla, Patagonia, An Inconvenient Truth (2006)
|The Hybrid Identity
|Ability to navigate multiple cultural and social contexts
|Coca-Cola, McDonald’s, Moonlight (2016)
|The Data Wizard
|Proficiency with data analysis and digital tools
|IBM, Google, The Imitation Game (2014)
|The Work/Life Integrator
|Interest in achieving work-life balance
|Airbnb, WeWork, The Intern (2015)
|The Virtual Citizen
|Ability to navigate virtual worlds and online communities
|Facebook, Instagram, The Social Dilemma (2020), The Circle (2017)
The Digital Native
This archetype is well-represented in modern popular culture, with movies such as The Social Network (2010) and The Internship (2013) featuring characters who embody this archetype. Brands such as Apple and Samsung target this demographic with their cutting-edge technology products, emphasizing their ease of use and sleek design. Advertising campaigns for these products often feature young people using digital devices in various settings, showcasing the versatility and convenience of modern technology.
The Global Citizen
This archetype is reflected in the growing popularity of socially conscious brands, such as Patagonia and TOMS, that prioritize sustainability and fair trade practices. Movies such as Queen of Katwe (2016) and The Good Lie (2014) tell stories of people from different cultures and their experiences of global issues such as poverty and displacement. Advertising campaigns for these brands often feature images of people from diverse backgrounds coming together and working towards a common goal.
This archetype is reflected in the rise of startup culture and the popularity of shows like Shark Tank and Silicon Valley. Movies such as The Social Network (2010) and Joy (2015) portray young entrepreneurs and their struggles and successes in the business world. Brands such as Square and Slack target this demographic with their innovative software and tools for startups. Advertising campaigns for these brands often feature stories of successful entrepreneurs and their journeys to success.
The Social Activist
This archetype is reflected in the popularity of activist movements such as Black Lives Matter and the Women’s March. Movies such as Selma (2014) and Spotlight (2015) tell stories of people fighting for social and political change. Brands such as Ben & Jerry’s and Nike target this demographic with their socially conscious messaging and support of various causes. Advertising campaigns for these brands often feature stories of individuals making a difference and working towards a better world.
The Wellness Seeker
This archetype is reflected in the growing popularity of wellness practices such as meditation, yoga, and mindfulness. Movies such as Eat Pray Love (2010) and Wild (2014) tell stories of people finding peace and clarity through self-care practices. Brands such as Lululemon and Athleta target this demographic with their comfortable and stylish activewear. Advertising campaigns for these brands often feature images of people practicing self-care and finding balance in their lives.
This archetype is reflected in the popularity of DIY culture and the maker movement. Movies such as Moonlight (2016) and Lady Bird (2017) tell stories of young artists and their struggles and successes in pursuing their passions. Brands such as Etsy and Hobby Lobby target this demographic with their craft supplies and unique handmade products. Advertising campaigns for these brands often feature stories of individual artists and their creative processes.
The Inclusive Leader
This archetype is reflected in the growing importance of diversity and inclusivity in modern society. Movies such as Hidden Figures (2016) and Crazy Rich Asians (2018) tell stories of people breaking barriers and fighting for equality. Brands such as Airbnb and Lyft target this demographic with their commitment to diversity and inclusive practices. Advertising campaigns for these brands often feature images of diverse groups of people coming together and celebrating their differences.
This archetype is reflected in the growing concern for the environment and the need for sustainable practices. Movies such as An Inconvenient Truth (2006) and The 11th Hour (2007) explore the impact of human activity on the planet. Brands such as Tesla and Patagonia target this demographic with their sustainable products and practices. Advertising campaigns for these brands often feature images of people working towards a cleaner and healthier planet.
The Hybrid Identity
This archetype represents the Alpha generation’s complex and diverse identities, and their ability to navigate multiple cultural and social contexts. Movies such as Crazy Rich Asians (2018) and The Big Sick (2017) explore the experiences of people with multicultural backgrounds. Brands such as Levi’s and Nike target this demographic with their inclusive messaging and diverse advertising campaigns. Advertising campaigns for these brands often feature stories of people with diverse backgrounds coming together and celebrating their differences.
The Data Wizard
This archetype represents the Alpha generation’s proficiency with data analysis and digital tools, as well as their ability to use technology to solve complex problems. Movies such as The Imitation Game (2014) and Moneyball (2011) portray individuals using data to solve real-world problems. Brands such as Google and Microsoft target this demographic with their advanced software and tools for data analysis. Advertising campaigns for these brands often feature stories of people using data to solve complex problems and make a difference in the world.
The Work/Life Integrator
This archetype represents the Alpha generation’s interest in achieving a work-life balance, as well as their willingness to blur the lines between work and personal life in pursuit of fulfillment. Movies such as The Devil Wears Prada (2006) and The Intern (2015) explore the experiences of people trying to balance their work and personal lives. Brands such as Airbnb and WeWork target this demographic with their messaging around work-life balance and flexible work arrangements. Advertising campaigns for these brands often feature images of people enjoying a fulfilling life both inside and outside of work.
The Virtual Citizen
This archetype represents the Alpha generation’s ability to navigate virtual worlds and connect with others online, as well as their understanding of the power of social media and online communities. Movies such as Ready Player One (2018) and The Matrix (1999) explore the idea of virtual reality and its impact on society. Brands such as Facebook and Instagram target this demographic with their social media platforms and online communities. Advertising campaigns for these brands often feature stories of people connecting with others online and building communities through technology.
There is some overlap between the terms “Generation Z” and “Alpha generation,” but they generally refer to slightly different age groups.
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“Generation Z” typically refers to people born between the mid-1990s and the mid-2010s, so it includes people who are currently teenagers, college students, and young adults.
“Alpha generation,” on the other hand, refers to children born from around 2010 to the mid-2020s, so they are currently under the age of 12.
While there is certainly some overlap between these age groups and their values and behaviors, it’s worth noting that the Alpha generation is still in the process of forming their identity and worldview, whereas many members of Generation Z are already well into adulthood and have had more time to develop their attitudes and beliefs.