‘It’s about leading with heart and prioritising wellbeing’: How brands can better connect with Gen ‘Zalpha’
Gen ‘Zalpha’ – those between the ages of 10-16 – are leading a social identity revolution, and new research from Youngkind has revealed how brands can connect with them in a more authentic and meaningful way.
The study – ‘Think Wellthy Futures’ – provides corporate Australia with a roadmap to understanding this hard-to-reach, influential audience, and better align with their aspirations for a balanced, purpose-driven future.
According to Amanda Windus, founder of Youngkind, Zalphas are driving a wave of demand for value-aligned products and experiences, and organisations that adapt and innovate will not only protect their place in the future but lead the change they’re shaping.
Amanda Windus
Youngkind found the cultural movement driven by Zalphas sees them not just chase success, but sparks a transformation where, together, thriving takes precedence over individual achievement.
“It’s about leading with heart, prioritising wellbeing, and creating a meaningful impact,” Windus said.
For brands, ‘Think Wellthy Futures’ is not just a call to responsibility, but also a key strategic mandate, as the evolving needs and expectations of the next generation will shape the future of business, the economy, and society.
“Wellthy Futures helps brands align with emerging values, spark cultural conversations, innovate with impact, and genuinely support the wellbeing of the next generation,” she continued. “Even if 10-16s aren’t your primary focus, the framework offers a future-ready lens.
“It’s not only for youth-driven brands. It’s a lens on the future that’s happening now, where the next generation is actively shaping our world today, not in a far-off tomorrow. The framework equips all brands with human-centered, values-driven strategies to create meaningful, forward-thinking solutions that resonate across generations.”
Source: Youngkind
The study identified four social change roles that brands can integrate into their strategies, to bridge the gap with Zalphas.
- Tech Mate: Leveraging tech for empowerment.
- Mindset Coach: Building resilience and confidence.
- Connection Champion: Bridging real-world and digital relationships.
- Possibility Mentor: Inspiring creativity and redefining success.
By adopting these roles, whether through advocacy, education, programs, communication, or resource support, brands can drive a shift from reactive fixes to proactive strategies that empower young people, which would foster collective growth.
Windus said it essentially addresses the often overlooked ‘S’ in ESG – social responsibility.
The report also outlined cultural shifts that brands should lean into, to connect with Zalphas authentically.
- Rise Together: From hustle to harmony, prioritising collective progress over individualism.
- Heartfelt Sustainability: From conscious to caring, focusing on empathetic action for people and the planet.
- Unleashed Creativity: From fixed to fluid, redefining creativity as adaptive and exploratory.
- Memory Mark: From reflective longing to bold reclamation of the past to shape new identities.
- Connection Clout: From surface-level to real connections, demanding authenticity in relationships.
- Close Circles: From big picture to personal impact zones, fostering local, tangible change.
“It’s time to stop underestimating and start embracing Zalphas unique perspective and wisdom, aligning with the values they need to thrive. Ignoring these shifts risks losing relevance with the next generation,” Windus concluded.
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