In the new study, the focus is on the so-called Generation Alpha, children born in 2010 and onwards. The results reveal that Swedish children are active consumers from an early age. More than 90 percent of children in this age group have their own money to spend, and one in four elementary school students claim to have a strong interest in shopping. Additionally, one in three believe that earning a lot of money as adults will be very important to them.
Jessica Åkerström, the analysis chief at Ungdomsbarometern, notes that this generation is growing up in a fully digital environment where they are exposed to various consumption trends. She explains, „It is a phase of life to start developing independence and having your own money to spend. However, we also have a generation that is growing up in a highly digital environment where they are exposed to various consumption trends.“
The study also highlights that children are increasingly connected. „Gamer“ is the most common identity among participants, especially among boys, with 36 percent identifying as such. Furthermore, 65 percent of 14-year-olds use social media daily after school, and 94 percent of ten-year-olds have their own phone. It is around the age of ten that children begin to shift their focus from play to social media.
Åkerström suggests that the early adoption of social media may be accelerating the transition into adolescence. She predicts that this trend will continue to lower the age at which children enter this phase. The study also reveals that 14 percent of young girls identify as „soft girls,“ while only three percent consider themselves feminists.
When it comes to future career aspirations, the top dream jobs for children include veterinarian, YouTuber, police officer, and gardener. Åkerström explains that the interest in gardening may stem from children’s creativity and exposure to influences related to aesthetics and interior design. Moreover, careers that involve caring, nurturing, and helping others are highly valued among this generation.
Ungdomsbarometern, an analysis company focused on mapping the values, attitudes, and behaviors of young people, conducted this study on children aged 7-14 for the first time. The study, based on a digital survey with 1,571 participants and in-depth interviews in focus groups, sheds light on the evolving trends and preferences of Generation Alpha.
In conclusion, the study provides valuable insights into the behaviors and aspirations of Swedish children in the digital age. It underscores the importance of understanding and adapting to the changing landscape of consumption and technology to effectively engage with the upcoming generation.