Forget Gen Z – It’s Gen A That’s Shaping Your Future
In the media world, we talk a lot – maybe too much – about Gen Z. A generation that breaks all the rules, loves visual formats, communicates in memes and insists everything must be non-cringe. But maybe that’s the problem: we’ve spent too much time on a generation that doesn’t really want to be engaged – just entertained, preferably from an ironic distance.
While we fumble around with TikTok news and meme-style reporting, a new generation is growing up behind the scenes – one that doesn't just consume content, but builds its own worlds, tools and rules. We’re talking about Generation Alpha– the ones who truly deserve our focus.
A Needed Perspective Shift: From Broad to Niche, From Celebrities to Knowledge
To understand Gen A, we need to let go of the idea that success means reaching everyone. The most engaging formats going forward will be niche, knowledgeable and authentic. While brands still chase broad reach and superficial social media presence, young people are gravitating toward niche communities and platforms where they feel ownership and identity.
It’s not necessarily those with the most Instagram followers who thrive in podcasting – but those who dare to be themselves and are respected in their communities. Big media players often fail because they underestimate young people. According to Kantar Media, a majority of young people believe Norwegian media has become cringe in their attempts to reach them – and that they overlook young audiences’ desire for depth and substance.
Hiring a 22-year-old TikTok anchor to read the news won’t cut it. It’s not about age or appearance. It’s about credibility, knowledge, and connection to the subject matter.A war correspondent needs 20 years in the field. A fashion reporter must be part of the industry. It’s not about storytelling skills – it’s about credibility and depth.
Where Gen Z Plays, Gen A Builds
Gen Z is creative, but primarily curators – remixing cultural references, quoting things they don’t fully know and building personas. Gen A, on the other hand, are builders. They’re born into a world of AI, identity politics, climate crisis and immersive experiences like Roblox. They expect interactivity, depth and value from the very first second – and they want to create, not just watch. Roblox is the perfect example: It’s not just a game, but an ecosystem where children and teens build their own worlds. Last year, while traditional social media stagnated or declined in many places, Roblox saw significant user growth.
On Roblox, the content is user-generated. This is where Gen A gathers after school – not to watch content, but to be the content. This is where the future of media habits is being shaped. This is where your next audience is growing up.
EBU Got It – Have You?
When the European Broadcasting Union (EBU) launched My Eurovision Party on Roblox this year, it wasn’t just a gimmick. It was a recognition that if you want to reach young people, you have to meet them where they already are – on platforms they’re building themselves, on their own terms.
Roblox is a gamechanger. It’s a place for storytelling, civic engagement, interactive learning and cultural relevance – and media companies that ignore this will lose both attention and trust from the next generation.
Conclusion: Build With Gen A – Not For Gen Z
If you’re still planning content with Gen Z in mind, one foot is already in the past. Gen Z is no longer the future – they are a transitional phase. Gen A is the first truly digital generation. While Gen Z seeks identity and gives media headaches, Gen A is shaping the structures, habits and user journeys we need – and can build on. They are creating tools, platforms, and practices.
TL;DR (Too Long Did Not Read)
- 🎯 Gen Z are curators – they remix and repackage.
- 🔨 Gen A are builders – they create from scratch, not just redesign.
- 🤝 Gen A seeks interactivity, expertise and authenticity.
- 🕹 Roblox is a key platform – for play, learning and civic engagement.
- 🚨 For future-focused media companies: Don’t build for Gen Z – build with Gen A.
Want to be relevant in five years? Then stop shouting at Gen Z because passive consumption is on the way out, and start listening to Gen A and embrace some main character energy.
