Youngkind's study reveals emerging values of 'Zalphas'

Youngkind, a youth insights agency, has introduced its 'Think Wellthy Future' study, a strategic guide for businesses aiming to connect with Generation Alpha and early Generation Z, described as 'Zalphas' aged 10 to 16.

Amanda Windus, Founder of Youngkind, emphasised the urgency for companies to engage with this demographic, noting their significant influence on future consumer behaviour. She remarked, "Younger Australians are not just shaping the future – they're leading it. Businesses that align with their values today will secure their place in tomorrow's market and their future relevance."

The study identifies critical cultural shifts driven by Zalphas, including a focus on wellbeing, sustainability, and collective progress. Windus described the group's impact as a "wake-up call and strategic opportunity responding to the market gap and the need to engage Australia's youth."

The report's foundational message is 'Think Wellthy Futures.' According to Windus, "Zalphas are driving a wave of demand for value-aligned products and experiences. Brands and organisations that adapt and innovate will not only protect their place in the future but also lead the change they're shaping."

The report suggests that Zalphas prioritise thriving together over personal success, emphasising wellbeing and meaningful impact. It warns that while wellbeing is a high-value concern, it is increasingly challenging to achieve due to ongoing societal pressures.

"The evolving needs and expectations of the next generation, rooted in wellbeing, will shape the future of business, the economy, and society," Windus stated. "Brands that fail to act now risk being left behind."

The 'Wellthy Futures Framework,' at the heart of the study, offers a perspective based on deep engagement with Zalphas. Windus claims that typical stereotypes and fleeting trends do not capture this group's true nature and needs.

"Wellthy Futures helps brands align with emerging values, spark cultural conversations, innovate with impact, and genuinely support the wellbeing of the next generation," she said.

In response to the cultural shifts, the framework suggests four social change roles for businesses: Tech Mate, Mindset Coach, Connection Champion, and Possibility Mentor. These roles aim to empower young people through advocacy, education, and support.

Windus states, "If brands address this, they can foster collective growth and make wellbeing for young people a core pillar, addressing the often overlooked 'S' in ESG – social responsibility."

Zalphas are reshaping perceptions of kindness, creativity, and humour into powerful drivers of change. "Zalphas are rewriting the narrative of today's youth, driven by wisdom, solidarity, and growth," Windus said, advocating for an understanding and integration of their values.

The report identifies cultural shifts, including focusing on harmony over hustle, empathetic action for sustainability, adaptive creativity, authentic relationships, and localised impact.

"They're family trendsetters, culture changers, and future shapers," Windus concluded. "Success now depends on aligning profit with social impact, and brands that don't move beyond talk will be left behind."