Social strategists prepare. Something is coming for your job. Not artificial intelligence; it’s Gen Alpha students.
Born from 2010 onwards and raised and molded in the digital environments we’ve made, they’re going to always be one step ahead of our content. They’ll be out-strategizing the strategists in pursuit of their goal to find a place of higher education that works for them.
In 2025, when Generation Alpha is starting to be the main focus of higher ed marketing efforts, those prospective students will be tired of pretty pictures of landscapes and heartfelt videos. Those can be generated by AI anyway.
No matter how authentic the content is, there will be a hardwired distrust of anything from a brand or organization. They were marketed in the womb. Still, we need to plan for them now.
“You have to think about it like chess,” Karen Gross said in an interview with The Guardian. “If you don’t think five moves ahead, you’re behind.”
The good thing is that there’s plenty of research about Generation Alpha and what they’ll be looking for in a higher education experience. We can start arranging our chess pieces with some insight into what will resonate with these students as they near the event horizon of the admissions funnel.
As Gross noted, “A lot of what you would be thinking about would help not only the alpha generation but also the z generation.”