As agencies are still finding their feet with Gen Z’s unique contributions, it’s time to gear up for the next big wave – Gen Alpha. Born between 2010 and 2024, this group is beginning to enter the workforce, starting with work experience and internship roles. As the most digitally native generation yet, they bring a fresh set of expectations, values, and working styles that agencies will need to adapt to. For agencies like Richmond & Towers, which is 100% employee-owned and B-Corp, it’s an exciting but challenging opportunity to learn, grow, exchange and evolve with this new wave of talent.
Gen Alpha is immersed in technology in ways even millennials and Gen Z weren’t. From a young age, they’ve been using smartphones, AI, and digital platforms, meaning that this generation will be the most tech-savvy yet. UK-based data from Tech London Advocates reveals that Gen Alpha’s fluency in technology will be crucial as they enter tech-driven environments. For agencies, this means embracing new tools and platforms to meet Gen Alpha’s expectations. Whether through AI-powered creative tools (I have another article on this for you here), automation, or collaborative digital workspaces – investing in the right technology will help agencies adapt.
Gen Alpha is expected to be even more value-driven than their Gen Z predecessors, with sustainability and social justice being top priorities. A Deloitte UK study highlights that younger generations in the UK are increasingly conscious of ethical and sustainable practices, and this will likely drive their decisions on where to work and which brands to support. Agencies that have already built their foundations on ethical practices—whether through B-Corp and Employee-Owned certifications or strong commitments to social responsibility—are in a prime position to attract this new wave of talent. Mental health and well-being training will also be key, as Gen Alpha will expect a work environment that supports work-life balance.
Gen Alpha’s education has been largely shaped by technology, with many exposed to interactive and fast-paced digital learning environments. A report from the British Educational Suppliers Association suggests that UK students are increasingly engaged with tech-driven education platforms, and this will influence their expectations when it comes to workplace learning. Agencies should be prepared to provide dynamic, interactive training opportunities – and staying up to date is just the beginning. Whether it’s self-paced learning modules or collaborative, project-based experiences, Gen Alpha will thrive in environments where they can take charge of their own learning. We’ve found that introducing digital tools into our onboarding and training processes here at Richmond & Towers has benefitted both new joiners and existing team members, keeping everyone engaged and up to speed.
When it comes to communication, Gen Alpha is likely to favour informal, digital-first methods. Raised in an era of instant messaging, TikTok, and memes, they’ll bring a more casual style to workplace interactions. According to a Pew Research report, younger generations are increasingly blending personal and professional communication styles, something agencies might consider. We’ve already seen the benefits of adopting more flexible communication methods within our agency, using tools like Teams and other digital platforms (as an early Gen-Zedder with strong millennial tendencies, I personally LOVE Trello) to keep things quick, transparent, and informal. It creates an agile and responsive environment that aligns well with how Gen Alpha is likely to operate.
The arrival of Gen Alpha is an opportunity for agencies to rethink how they work, communicate, and support their teams. While we’re still getting to grips with the impact of Gen Z, Gen Alpha promises to bring even more transformation. By being flexible, values-driven, and tech-forward, agencies can ensure they’re ready for this next wave of talent—and the fresh perspectives they’ll bring.
As agencies are still finding their feet with Gen Z’s unique contributions, it’s time to gear up for the next big wave – Gen Alpha. Born between 2010 and 2024, this group is beginning to enter the workforce, starting with work experience and internship roles. As the most digitally native… Read more
London PR agency, Richmond & Towers (R&T) has been appointed by two new SaaS (Software as a Service) businesses in as many months, as it continues to grow its specialism in the performance marketing arena. Already well-known as one of the UK’s top PR and social media agencies, R&T is… Read more
A busy press office has been the bread and butter of a PR agency for years and years (and years!). And for good reason – it’s the window into your business, so it’s vital to get right. Even though times are changing and the way media operates has streamlined, it’s… Read more
Navigating the fast-paced media landscape requires a dedication to innovation and a deep grasp of industry trends. At the heart of this transformation is Artificial Intelligence (AI), a total game-changer reshaping how we handle tasks and workflows. If the thought of this new ‘co-worker’ freaks you out as much as it did for me, worry not – we’ve got your back. Recent surveys highlight the pivotal role of AI in marketing efforts, with 90% of companies integrating AI to enhance customer journeys and overall experiences. Another survey underscores that three-quarters of businesses have witnessed revenue growth through the implementation of AI-driven marketing strategies. The transformative impact of AI extends beyond efficiency, bringing agility to the table and a savvy understanding of all the industry’s twists and turns.
But what is AI? AI, in essence, is the application of computers to tasks traditionally requiring human intelligence. Far from a fleeting trend, AI has become a transformative force, creating algorithms that generate, classify, analyse, and predict from data.
In the fields of public relations, social media, and in fact, communications in general, AI models represent a smart, long-term move. If used wisely, they can be your trusty sidekick, slashing internal timelines and giving productivity a serious lift. This means we get more done, plain and simple. From sentiment analysis to offering round-the-clock customer support via chatbots, real-time trend monitoring, influencer identification, and automated content curation, AI can support you in staying ahead of industry trends and staying ahead of the curve.
Mastering AI prompt engineering is like learning a new language. It takes time but is a skill that can be honed with practice. Prompt engineering is essentially the creative backbone of working with generative AI models, playing a pivotal role in shaping the narrative. By training AI to mirror your or a brand’s tone of voice effectively, you pave the way for robust systems capable of producing customised results for distinct inputs. This method fine-tunes communication materials to match a brand’s identity.
Put prompt engineering to practise in your business: Sentiment Analysis: Interpret social sentiments for strategic adjustments. Predictive Analytics for Targeted Marketing: Use AI to suggest offers based on location, enhancing customer engagement. Automated Content Curation: Recommend relevant web content, streamlining curation processes. Influencer Identification: Utilise AI to find influencers for authentic partnerships aligned with the target audience. Real-time Trend Monitoring: Enable continuous monitoring of social media trends for timely opportunities Ad Targeting and Personalisation: Optimise ad targeting by analysing user data for personalised content recommendations. Image and Video Recognition: Recognise objects, scenes, and faces in images and videos. Social Listening at Scale: AI-powered tools monitor brand mentions and conversations for valuable insights. Chatbots for Customer Service: Provide 24/7 customer support, handling routine inquiries in the absence of community management teams. Content Generation: Use AI algorithms to help you create and plan diverse content, including blog posts, captions, and other materials, tweaking to your tone of voice
While text-generation AI platforms like GPT variations, Perplexity AI, Poe, Claude, Jasper, and Notion offer unique advantages, and text-to-image platforms such as DALL-E, Midjourney, Stable Diffusion, and Canva also provide wonderful capabilities, we must remember that we are the curators of credibility. It’s our job, as a PR agency, to sift through the noise, fact-check like pros, and handpick our sources. Ready to join the movement? Get in touch if you want to find out more about how AI can help your PR, social media, and communications.
As agencies are still finding their feet with Gen Z’s unique contributions, it’s time to gear up for the next big wave – Gen Alpha. Born between 2010 and 2024, this group is beginning to enter the workforce, starting with work experience and internship roles. As the most digitally native… Read more
London PR agency, Richmond & Towers (R&T) has been appointed by two new SaaS (Software as a Service) businesses in as many months, as it continues to grow its specialism in the performance marketing arena. Already well-known as one of the UK’s top PR and social media agencies, R&T is… Read more
A busy press office has been the bread and butter of a PR agency for years and years (and years!). And for good reason – it’s the window into your business, so it’s vital to get right. Even though times are changing and the way media operates has streamlined, it’s… Read more