{"id":31717,"date":"2023-09-13T16:29:28","date_gmt":"2023-09-13T14:29:28","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=31717"},"modified":"2023-09-14T09:35:36","modified_gmt":"2023-09-14T07:35:36","slug":"kako-komunicirati-z-gen-alfa","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/kako-komunicirati-z-gen-alfa\/","title":{"rendered":"Kako komunicirati z Gen Alfa?"},"content":{"rendered":"\n<p>Gen oz. Generacija Alfa je prva generacija ljudi, ki je cela rojena v 21. stoletju, in sicer od leta 2012 do danes. Njeno ime je bilo izbrano po metodi znanstvenega dolo\u010danja imen, saj so Generacije X, Y in Z pri\u0161le do konca latinske abecede. Gr\u0161ka abeceda s \u010drko alfa tako naznanja za\u010detek ne\u010desa novega, kar Gen Alfa zagotovo je, saj predstavlja <strong>mlade, ki so stari najve\u010d 13 let.<\/strong> Kljub mladosti pa ne gre podcenjevati njihove pomembnosti, saj imajo veliko mo\u010d vplivanja. Poglejmo, zakaj je tako in kako jih nagovarjati marketin\u0161kih aktivnostih.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Privilegirani in digitalno kompetentni&nbsp;<\/h2>\n\n\n\n<p>Generacija Alfa bo popolnoma cela odra\u0161\u010dala v digitalnem okolju. Kot navaja ameri\u0161ka revija The Atlantic<sup>3<\/sup>, za njene predstavnike velja:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>so tehnolo\u0161ko kompetentni,&nbsp;<\/li>\n\n\n\n<li>s tipkovnico nadome\u0161\u010dajo govor,&nbsp;<\/li>\n\n\n\n<li>veliko \u010dasa pre\u017eivijo pred zaslonom,&nbsp;<\/li>\n\n\n\n<li>ne morejo biti dolgo biti zbrani,&nbsp;<\/li>\n\n\n\n<li>imajo manj socialnih interakcij.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Njihova <strong>igra in u\u010denje temeljita na tehnologijah in aplikacijah<\/strong>. Dalj \u010dasa se bodo izobra\u017eevali in kasneje za\u010deli slu\u017eiti lasten denar. Tako bodo \u017eiveli pri svojih star\u0161ih \u0161e dlje kot njihovi predhodniki iz Generacij Z in Y \u2013 do poznih dvajsetih. Ker je Generacija Alfa izmed vseh generacij <strong>materialno najbolj preskrbljena<\/strong> in ne trpi zaradi pomanjkanja hrane, je pri\u010dakovati, da bodo njeni predstavniki imeli dalj\u0161o \u017eivljenjsko dobo.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/VoZBmOPfb8-fS7DzAsZ2QRDnYgGfkuX6S8fu6asWMyv7azjMJwJKZhCSkw5-f9kGpsQ3Tj_s0Jv3CDRdjQL7WPBuTUItHDeOjTD-Q8p3JMRV4xifm-Gp3eNQ9X9tWjK7LRWGnwkvR_u4xK_kGZ0WYQ\" alt=\"Gen Alfa odra\u0161\u010da v digitaliziranem svetu.\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Na kaj se osredoto\u010diti pri nagovarjanju Gen Alfa?<\/h2>\n\n\n\n<p>Upo\u0161tevajo\u010d skupne zna\u010dilnosti Generacije Alfa, je pri komuniciranju z njihovimi predstavniki treba veliko pozornosti nameniti kanalom, prek katerih boste do njih dostopali. Morali boste biti <strong>zabavni in kreativni, avtenti\u010dni ter trajnostno naravnani. <\/strong>Hkrati je pomembna tudi agilnost in sposobnost prilagajanja spremembam. Ker so \u0161e mladoletni, morate pozornost nameniti tudi komunikaciji z njihovimi star\u0161i in zagotoviti varovanje zasebnosti, za\u0161\u010dititi spletne aplikacije in strani, izobra\u017eevati o pravilni uporabi va\u0161ih storitev ter predvsem jasno in razumljivo komunicirati.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Izkoristite digitalne platforme, ki so v trendu<\/li>\n<\/ol>\n\n\n\n<p>Mladim iz Gen Alfa pravimo tudi Googlovi otroci<sup>1<\/sup>, ker so prvi, ki odra\u0161\u010dajo v popolnoma digitalnem okolju. Njihova osredoto\u010denost temelji na digitalnih medijih, zato je pomembno, da va\u0161e marketin\u0161ke aktivnosti usmerite na platforme, kot so <strong>dru\u017ebena omre\u017eja<\/strong> (YouTube, TikTok, Instagram in druge). Njihov fizi\u010dni svet se prepleta z virtualnim svetom (ki ga imajo za resni\u010dnega), z umetno inteligenco (AI, ChatGPT) in obogateno resni\u010dnostjo (AR)<sup>1<\/sup>.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li>Bodite kreativni, interaktivni in zabavni<\/li>\n<\/ol>\n\n\n\n<p>Generacijo Alfa pametni telefoni spremljajo \u017ee od rojstva in pogosto nadome\u0161\u010dajo prenosni ali namizni ra\u010dunalnik ter celo televizijo. Postali so njihovo glavno orodje komuniciranja, prek njega sprejemajo tudi najve\u010d digitalnih informacij, praviloma v obliki <strong>videa, slik in zvoka<\/strong>. Zato je treba z njimi komunicirati vizualno in interaktivno. <strong>Cenijo<\/strong> <strong>kreativnost, igro in zabavo<\/strong>. V svoje marketin\u0161ke kampanje vklju\u010dite elemente, ki so privla\u010dni za mlade, sporo\u010dila naj bodo <strong>hitro dojemljiva in konkretna<\/strong>, saj je njihova pozornost kratkotrajna.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/Mnu5n7pBEFysk3xnc9m17qvrEAyf3xfXZ1PaZSRFg58yRpxuaizA4q5vFCmB3Cz1likhYf2U8N7xmLK5f--gmzUflGrg2cXY5Ze5gA1KJzVk8io8xI-jdH2uzL2GWN0I8uyzWWffLFzpz0tv7rYYeA\" alt=\"Gen Alfa ceni interaktivno, digitalno tehnologijo\"\/><\/figure>\n\n\n\n<ol class=\"wp-block-list\" start=\"3\">\n<li>Prilagajajte se in ostanite v koraku s trendi<\/li>\n<\/ol>\n\n\n\n<p>Ker so pripadniki Generacije Alfa \u0161e mladi in se njihovi interesi hitro spreminjajo, <strong>bodite fleksibilni. <\/strong>Pomembno je, da se vedno prilagajate spremenljivim okoli\u0161\u010dinam in se osredoto\u010date na raziskave, saj boste le tako ostali v stiku z va\u0161o ciljno skupino ter jo nagovarjali in zanjo ustvarjali relevantne marketin\u0161ke kampanje.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"4\">\n<li>Vklju\u010dite uporabnike v svoje aktivnosti<\/li>\n<\/ol>\n\n\n\n<p>Generacija Alfa ima rada prilo\u017enosti za sodelovanje in ustvarjanje vsebin. Ne boste zgre\u0161ili, \u010de boste v svojih kampanjah upo\u0161tevali njihovo sodelovalno naravo. Vklju\u010dite jih lahko na primer v ustvarjanje vsebin, jih povabite k udele\u017ebi na razli\u010dnih tekmovanjih in podobno. A ne pozabite, biti morate zanimivi, <strong>avtenti\u010dni in prisotni na pravih digitalnih platformah<\/strong>.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"5\">\n<li>Ne pozabite \u2013 star\u0161i imajo klju\u010den vpliv<\/li>\n<\/ol>\n\n\n\n<p>Ker so pripadniki Generacije Alfa \u0161e premladi za samostojne odlo\u010ditve, pri komuniciranju z njimi upo\u0161tevajte tudi njihove star\u0161e. Izdelke ali storitve, ki so jim namenjeni, morate predstaviti tudi kot<strong> koristne in varne<\/strong>. Priporo\u010dljivo je \u0161e izpostaviti, kako lahko star\u0161i z njimi izbolj\u0161ajo \u017eivljenje svojih otrok.<\/p>\n\n\n\n<p>Posebno pozornost zagotovo namenite temu, da bodo va\u0161e marketin\u0161ke kampanje dovolj dobro poudarile <strong>varnostne ukrepe in spo\u0161tovanje zasebnosti<\/strong>, saj so star\u0161i te generacijo zelo osve\u0161\u010deni o vpra\u0161anjih varnosti in zasebnosti na internetu.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"6\">\n<li>Delujte trajnostno&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Okoljska ozave\u0161\u010denost ter izbolj\u0161anje dru\u017ebe in sveta predstavljajo pomemben del miselnosti mlaj\u0161ih generacij. <strong>Vrednote in na\u010dela trajnostnega delovanja<\/strong> niso pomembna le Generaciji Alfa, ampak tudi njihovim star\u0161em, saj jih v tem duhu vzgajajo prav oni. Pri pripravi svojih storitev in izdelkov tako ne pozabite na celoten proces \u2013 od izbire materialov, na\u010dina transporta in trajnostno naravnanega poslovanja do korektnega odnosa z zaposlenimi in dru\u017ebo. To bo na koncu <strong>odtehtalo pri merjenju va\u0161e uspe\u0161nosti<\/strong>, saj kljub komuniciranju prek digitalnih kanalov \u201c<strong>cenijo pristnost in preglednost v medsebojnih odnosih<\/strong> ter postajajo zelo ob\u010dutljivi na teme, kot so ekologija, trajnost, var\u010devanje z energijo in vodo, lo\u010devanje odpadkov in spo\u0161tovanje hrane.\u201d (Vir 1)&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/v5tzV5urfeHNCdk7WpxdmB-zn9kgfu1xyz0QtOtwPql7gL-b1B8eDO8Jwvv5ovRqkMRCDGdPBUVA8KInbZjYczZYE6qaTqmj822v6oXoO4QZfi9Pz7yEn8uo6m5f3LsORVcthr0tUiNh7nc44b_eDA\" alt=\"Star\u0161i Gen Alfa mlade u\u010dijo o trajnosti.\"\/><\/figure>\n\n\n\n<ol class=\"wp-block-list\" start=\"7\">\n<li>Komunicirajte avtenti\u010dno in transparentno<\/li>\n<\/ol>\n\n\n\n<p>Zeleno zavajanje (angl. <em>greenwashing)<\/em> ni le prepovedano. \u010ce boste \u017eeleli zgolj prikazati trajnostno delovanje, v resnici pa ga ne boste izvajali in dihali, zna \u0161e posebej pri Generaciji Alfa in ostalih mlaj\u0161ih generacijah tak na\u010din delovanja in komuniciranja prinesti ravno nasprotne rezultate od \u017eelenih. Izogibajte se manipulaciji in<strong> ponudite iskrene in resni\u010dne sporo\u010dilne vsebine<\/strong>.<strong>&nbsp;<\/strong><\/p>\n\n\n\n<p>Poudarite, kako va\u0161i izdelki ali storitve prispevajo k trajnosti in okolju prijaznim re\u0161itvam. Pri tem <strong>bodite transparentni,<\/strong> zato jasno, po\u0161teno in odprto komunicirajte o relevantnih informacijah. Poleg tega vam bo zanesljiva in po\u0161tena komunikacija pomagala pridobiti ali utrditi zaupanje in ugled. \u010ce menite, da pri tem niste dovolj spretni in potrebujete pomo\u010d, se pri komuniciranju obrnite na <a href=\"https:\/\/madwise.si\/esg-marketing\/#kontakt\">na\u0161e strokovnjake<\/a>.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Viri<\/p>\n\n\n\n<p>[1] Salve (https:\/\/www.salve.si\/blog\/komunikacija-04\/#_ftn17)<\/p>\n\n\n\n<p>[2] McCrindle (https:\/\/mccrindle.com.au\/article\/topic\/generation-alpha\/generation-alpha-defined\/)<\/p>\n\n\n\n<p>[3]&nbsp; The Atlantic, Joe Pinsker. (https:\/\/www.theatlantic.com\/family\/archive\/2020\/02\/generation-after-gen-z- named-alpha\/606862\/)<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen Alfa je prva generacija, ki v celoti odra\u0161\u010da obkro\u017eena z digitalno tehnologijo. Zato je tudi njeno dojemanje in razumevanje sveta okrog sebe nekoliko druga\u010dno. Spoznajte njene zna\u010dilnosti, na\u010din razmi\u0161ljanja, kaj ji je pomembno in kako z njo uspe\u0161no komunicirati v marketin\u0161kih kampanjah.<\/p>\n","protected":false},"author":42,"featured_media":31718,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[44,43,42,21],"class_list":["post-31717","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinsko-svetovanje","tag-esg","tag-gen-alfa","tag-komuniciranje","tag-ljudje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kako komunicirati z Gen Alfa? - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Gen Alfa predstavlja generacijo, rojeno po letu 2010. 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