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<blockquote>By 2025, there will be 2 billion people in Generation Alpha.&nbsp; </blockquote>Yep, that’s a lot of kids and teens! Right now, the oldest Alphas are hitting their teenage years, starting to make their own choices, picking their favorite brands, and really getting into buying stuff for the first time.&nbsp;Remember how Millennials changed everything? They're why every brand today feels like they have to be online 24/7. There’s always something new on their socials, and they've got to be ready to chat anytime. Now, Millennials have outnumbered Baby Boomers, and they’ve set new rules for how things run.&nbsp;Every generation shakes things up a bit for businesses, impacting both strategy and operations, and Alphas will be no exception.&nbsp;Generation Alpha has grown up totally connected. Born after the launch of the iPhone, 3G internet, and Instagram, they’ve never known a world without instant access-to-everything. And when it comes to spending their money, it’s a whole new game. Instead of heading to the candy store like Baby Boomers did or collecting Pokémon cards (like I did), Alphas are using Robux and V-bucks to purchase perks and trinkets in Roblox and Fortnite.&nbsp;This is shaping how they think about buying things—virtual assets first, virtual worlds, everything a click away.&nbsp;Remember we used to say “be where the customer is”? I believe this is a done deal (at least in developed markets). The big challenge isn’t just being there; it’s grabbing their attention while competing with everyone there. If you want to win over this crowd, you’ve got to focus on three big things: creating cool EXPERIENCES, building strong COMMUNITIES, and offering LOYALTY that make them want to come back.<figure id="figure-mtec728j1flv6ikxfd"><img id="mtec728j1flv6ikxfd" src="https://cdn.durable.co/blocks/fPPKFERBzUmavMnehXuRJmVWbAHYSnyFfmhthrjO5ZhYofYEcnclDSMn6ytmo8pj.png" alt="Rehearsal room in Norway" title="Rehearsal room in Norway" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/fPPKFERBzUmavMnehXuRJmVWbAHYSnyFfmhthrjO5ZhYofYEcnclDSMn6ytmo8pj.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>These aren’t just nice-to-haves; they’re must-haves. Without a cool experience, they won’t come. Without a community, they won’t stick around. And without something in it for them, why would they come back? This is the MAGIC TRIANGLE, the new playbook for getting Gen Alpha (and previous generations) to tune in and stay engaged.Do you want to get prepared for the next 10 years? We dive deeper into this topic and other such interesting ones in our book, ‘<a data-mce-href="https://jeremydenisty.com/books" href="https://jeremydenisty.com/books">The Virtual Economy</a>’.

Gen Alpha as consumers, how to capture and retain them

The Dance Between AI and the Future of JobsArtificial Intelligence (AI) is undeniably shaping the future, and no sector feels its influence more acutely than the job market. But rather than a doomsday scenario where AI usurps all roles, we're witnessing a rebundling of jobs. This rebundling paints a future where AI and humans coexist, complement, and even amplify each other's capabilities.New Horizons with AI CareersAI is not merely transforming our current industries; it's pioneering entirely new career horizons. Think of AI ethics specialists or machine learning engineers. But it's not just about the tech roles; it's also about how AI encourages the convergence of technology, arts, and humanities. This interdisciplinary fusion heralds a new era of innovation, creativity, and critical thinking.Consider the immense potential: a group of tech enthusiasts and young scientists building an AI tool predicting natural disasters. By combining meteorological data, geological insights, and machine-learning algorithms, they develop a system that could save thousands of lives. It's not science fiction; it's the promise of the virtual economy.The Rebundling PhenomenonThe narrative that AI will erase jobs like lawyers or designers is an oversimplified view of the vast job landscape. Instead, envision a more nuanced future where jobs evolve rather than vanish.- Bits Taken Over by AI: AI is more about automating specific tasks than replacing entire roles. Mundane, repetitive tasks get automated, allowing humans to handle intricate, relation-driven facets. For instance, while AI can manage initial customer service queries, humans tackle complex situations requiring a deeper understanding and negotiation.- Bits Augmented by AI: AI doesn't just replace; it enhances. Whether in data analysis, predictive modeling, or real-time assistance, AI tools augment human capabilities. Doctors, with the aid of AI-powered diagnostic tools, can diagnose with heightened accuracy. In creative domains, AI can spark designers' creativity, helping them find innovative solutions faster.- Addition of New Bits to the Job: AI also introduces new dimensions to existing roles and crafts entirely new jobs. With tech integration, professionals must acquire fresh skills to navigate this evolving landscape. A traditional marketer, for instance, needs proficiency in AI-driven analytics today.<figure id="figure-w2nm4e62bjloh7duc2"><img id="w2nm4e62bjloh7duc2" src="https://cdn.durable.co/blocks/17iiOFoq7B9VWxFas7hXcxofU8J37e0w3M2rcEBwgqmaQChkuiX5ymxCSKtjlBu6.png" alt="AI will have an impact on tasks rather than jobs. Some tasks will be taken over, some will be augmented, some will be new" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Example of the potential impact of Artificial Intelligence (AI) on jobs" data-positionx="undefined" data-positiony="undefined" data-mce-src="https://cdn.durable.co/blocks/17iiOFoq7B9VWxFas7hXcxofU8J37e0w3M2rcEBwgqmaQChkuiX5ymxCSKtjlBu6.png" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Example of the potential impact of Artificial Intelligence (AI) on jobs</figcaption></figure> The Human Touch in an AI WorldIn the age of machines, what gives humans the competitive edge? Knowledge, once our domain, has been matched by AI. Creativity, once thought uniquely human, now sees competition from AI-powered tools. Even empathy, our emotional stronghold, is being replicated by AI in ways previously unimaginable.However, one bastion remains – relationship-building. The intricate process of forming deep, lasting relationships is still a domain machines haven't mastered. In the realm of relationships, humans must double down, honing these skills to complement machines' capabilities. After all, relationships are the pillars of every organisation, community, and society.<figure id="figure-1l7b9m8crloh7fx3e"><img id="1l7b9m8crloh7fx3e" src="https://cdn.durable.co/blocks/2drgQcKle3OAljhDUz7l4eRDgAu5Hhqq8LAQY7RlYOk6ro8JmlVRvdmSNXG0R3Yr.png" alt="Human relationship building is still uniquely human, for now" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: 50% undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="50%" data-positiony="undefined" data-mce-src="https://cdn.durable.co/blocks/2drgQcKle3OAljhDUz7l4eRDgAu5Hhqq8LAQY7RlYOk6ro8JmlVRvdmSNXG0R3Yr.png" data-mce-style="aspect-ratio: 16/9; object-position: 50% undefined;"></figure>Choosing the Future We WantProgress doesn't mean dragging everything from the past into the future. As we stand on the cusp of technological evolution, we have a golden opportunity to be selective.Automation and AI not only promise liberation from physically demanding tasks but also from monotonous, repetitive roles. By automating the mundane, we pave the way for roles that emphasize collaboration, empathy, and other uniquely human traits. It's about fostering a world where jobs bring fulfillment, balance, and happiness.Let's embrace a future where artificial intelligence serves humans, not the other way around. A future unburdened by certain tasks isn't a loss; it's a gain, a step closer to a world shaped by human ingenuity and AI's potential. <hr>📚 This content is inspired by our book 'The Virtual Economy'. Delve deeper and <a href="https://www.thevirtualeconomy.xyz/" target="_blank" data-mce-href="https://www.thevirtualeconomy.xyz/" rel="noopener">order your copy here</a>.

The future of jobs in an AI-powered world

In the digital age, the most successful brands are those that don't just market to their audience but through them. The transformation of audiences into active communities is the new frontier for B2C brands. But how can this be achieved?A recent event, the #<a data-mce-href="https://gp-explorer.fr/" href="https://gp-explorer.fr/">GPExplorer</a>, led by French YouTuber <a data-mce-href="https://www.youtube.com/channel/UCWeg2Pkate69NFdBeuRFTAw" href="https://www.youtube.com/channel/UCWeg2Pkate69NFdBeuRFTAw">Squeezie</a>, offers a masterclass in this approach. With 60,000 on-site attendees and 1.3 million concurrent streamers on Twitch, the event's success was undeniable. The secret? The 5Cs of community-building.1. CONTENT:
The backbone of any community-driven event is the content. For the #GPExplorer, this was achieved by involving 24 diverse digital content creators. But it wasn't just about quantity; it was about depth and authenticity. Participants underwent rigorous training for real-world racing, with some even obtaining their driver's licenses to compete. This commitment not only generated hundreds of hours of engaging content but also showcased the dedication behind the event.2. CURATION:
Curation is about adding layers of value. The #GPExplorer went beyond the digital realm by inviting key opinion leaders from various fields. F1 drivers like Pierre Gasly &amp; Esteban Ocon, actor Jonathan Cohen, and rappers SCH &amp; Soso Maness graced the event. This diverse lineup ensured that attendees received more than they expected, amplifying the event's appeal.3. COLLABORATION:
True community-building involves the community in the creation process. The #GPExplorer tapped into this by co-creating merchandise with community members and gathering their input for event activations. This collaborative approach not only increased the event's virality but also fostered a sense of ownership among attendees.4. CLOSENESS:
Building a community requires fostering closeness. The digital content creators involved in the #GPExplorer held multiple live Twitch sessions, answering questions and unveiling event-related content. This direct interaction bridged the gap between creators and their communities, fostering deeper connections.5. CARE:
Last but not least, care is the cornerstone of community-building. For example, #GPExplorer organizers showcased this by capping ticket prices at an accessible rate and preventing secondary market inflation. This genuine concern for the community's well-being ensured that the event was not just a commercial endeavor but a gathering that prioritized its attendees.Brands like <a data-mce-href="https://www.swoosh.nike/location" href="https://www.swoosh.nike/location">Nike</a> and <a data-mce-href="https://undw3.lacoste.com/" href="https://undw3.lacoste.com/">Lacoste</a> have recognized the power of community-centricity, shifting their focus to this approach. The question for B2C marketing leaders now is: How will you harness the 5Cs for your brand's growth?If you're ready to explore the transformative power of community-building for your brand, reach out. Let's embark on this journey together. Interested in watching the GP Explorer 2? Here is the <a data-mce-href="https://www.youtube.com/watch?v=8HlwxbDFq5M" href="https://www.youtube.com/watch?v=8HlwxbDFq5M">YouTube link</a>

Jeremy Denisty

Blog

Gen Alpha as consumers, how to capture and retain them

The future of jobs in an AI-powered world

Turning Audiences into Thriving Communities for Brand Growth