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Gen Alpha Marketing
Influencer trends
Personalised branding
Social media engagement
Gen Z
API Integration
Omnichannel Retail
Cultural Shifts in Marketing
Brand Authenticity
Learn-it-all Mindset
ARTICLE #132
Why are brands shifting focus from Gen Z to Gen Alpha influencers?
API Integration
Omnichannel Retail
Cultural Shifts in Marketing
Brand Authenticity
Learn-it-all Mindset
Gen Alpha Marketing
Influencer trends
Personalised branding
Social media engagement
Gen Z
Written by:
5 min read
Updated on: October 31, 2023
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
The younger audience has an increasing influence over time, with 55% of Gen Alpha already interested in their favourite influencer-endorsed products. This presents a significant opportunity for brands to gain popularity among this emerging generation. As market trends evolve, brands are shifting their focus to Gen Alpha influencers.
This generation has grown in the digital environment since birth and influences family purchasing decisions. So, the brands targeting these new demographics will benefit from taking advantage of Gen Alpha, building early loyalty, and ensuring future market relevancy.
The younger audience has an increasing influence over time, with 55% of Gen Alpha already interested in their favourite influencer-endorsed products. This presents a significant opportunity for brands to gain popularity among this emerging generation. As market trends evolve, brands are shifting their focus to Gen Alpha influencers.
This generation has grown in the digital environment since birth and influences family purchasing decisions. So, the brands targeting these new demographics will benefit from taking advantage of Gen Alpha, building early loyalty, and ensuring future market relevancy.
The younger audience has an increasing influence over time, with 55% of Gen Alpha already interested in their favourite influencer-endorsed products. This presents a significant opportunity for brands to gain popularity among this emerging generation. As market trends evolve, brands are shifting their focus to Gen Alpha influencers.
This generation has grown in the digital environment since birth and influences family purchasing decisions. So, the brands targeting these new demographics will benefit from taking advantage of Gen Alpha, building early loyalty, and ensuring future market relevancy.
Understanding Gen Z and Gen Alpha
Understanding Gen Z and Gen Alpha
Understanding Gen Z and Gen Alpha
Understanding the characteristics of Gen Z influencers is important before studying brands' shifting focus from Gen Z to Gen Alpha influencers.
Gen Z overview
Gen Z desires authenticity and social betterment, favouring brands that address issues such as mental health, inclusivity, and the environment. They are highly comfortable with technology and use it to balance digital engagement and physical activities.
Gen Z influenced social media use, popularised platforms like TikTok, and became key players in shaping trends with user-generated content. Brands benefit from the trust built by influencers who promote their products through relatable content.
CeraVe's skincare ads on TikTok emphasised transparency and self-care for Gen Z, leading to significant increases in brand awareness and sales.
Gen Alpha overview
Gen Alpha are digital natives who grew up surrounded by technology. They prefer to explore and play independently, favouring highly interactive and gamified content available on platforms like YouTube and Roblox.
Gen Alpha spends over three hours daily on digital devices (57%), primarily consuming content on video platforms such as YouTube and TikTok, where influencers greatly influence their choices. Toys and fashion are two main categories where brands collaborate with young influencers. From Roblox collaborations to Fortnite campaigns, brands use Gen Alpha influencers to infiltrate niche markets early.
Gen Alpha are not only future customers but also active role models, influencing both their households and market trends. This highlights the importance of shifting focus to Gen Alpha for brands.
Understanding the characteristics of Gen Z influencers is important before studying brands' shifting focus from Gen Z to Gen Alpha influencers.
Gen Z overview
Gen Z desires authenticity and social betterment, favouring brands that address issues such as mental health, inclusivity, and the environment. They are highly comfortable with technology and use it to balance digital engagement and physical activities.
Gen Z influenced social media use, popularised platforms like TikTok, and became key players in shaping trends with user-generated content. Brands benefit from the trust built by influencers who promote their products through relatable content.
CeraVe's skincare ads on TikTok emphasised transparency and self-care for Gen Z, leading to significant increases in brand awareness and sales.
Gen Alpha overview
Gen Alpha are digital natives who grew up surrounded by technology. They prefer to explore and play independently, favouring highly interactive and gamified content available on platforms like YouTube and Roblox.
Gen Alpha spends over three hours daily on digital devices (57%), primarily consuming content on video platforms such as YouTube and TikTok, where influencers greatly influence their choices. Toys and fashion are two main categories where brands collaborate with young influencers. From Roblox collaborations to Fortnite campaigns, brands use Gen Alpha influencers to infiltrate niche markets early.
Gen Alpha are not only future customers but also active role models, influencing both their households and market trends. This highlights the importance of shifting focus to Gen Alpha for brands.
Understanding the characteristics of Gen Z influencers is important before studying brands' shifting focus from Gen Z to Gen Alpha influencers.
Gen Z overview
Gen Z desires authenticity and social betterment, favouring brands that address issues such as mental health, inclusivity, and the environment. They are highly comfortable with technology and use it to balance digital engagement and physical activities.
Gen Z influenced social media use, popularised platforms like TikTok, and became key players in shaping trends with user-generated content. Brands benefit from the trust built by influencers who promote their products through relatable content.
CeraVe's skincare ads on TikTok emphasised transparency and self-care for Gen Z, leading to significant increases in brand awareness and sales.
Gen Alpha overview
Gen Alpha are digital natives who grew up surrounded by technology. They prefer to explore and play independently, favouring highly interactive and gamified content available on platforms like YouTube and Roblox.
Gen Alpha spends over three hours daily on digital devices (57%), primarily consuming content on video platforms such as YouTube and TikTok, where influencers greatly influence their choices. Toys and fashion are two main categories where brands collaborate with young influencers. From Roblox collaborations to Fortnite campaigns, brands use Gen Alpha influencers to infiltrate niche markets early.
Gen Alpha are not only future customers but also active role models, influencing both their households and market trends. This highlights the importance of shifting focus to Gen Alpha for brands.
Reasons for the shift
Brands are increasingly focusing on Gen Alpha instead of Gen Z due to shifting market dynamics, consumer behaviours, and unique opportunities.
Tech-savvy generation
Gen Alpha starts interacting with technology early, often using smartphones and tablets before they start school. They're not just users. Instead, this early adaptation allows them to influence family choices about apps, devices, and other tech products.
Parents often seek their kids' opinions on new gadgets. Gen Alpha members aged between 8 and 14 spend an average of 4 hours and 44 minutes on screens daily, and their digital engagement is reshaping marketing strategies as brands find more ways to connect with them through interactive and immersive experiences.
Influence on family purchases
Gen Alpha's impact goes beyond toys. They help decide on a wide range of household purchases, from home products to holiday destinations and tech gadgets. Brands like LEGO and Nike have already embraced this trend with family-focused campaigns that appeal to both kids and parents.
Future market potential
By 2025, Gen Alpha is expected to be the largest generational group, with almost 2 billion people. Their early exposure to tech makes them future big spenders. Brands engaging with Gen Alpha now can build loyalty, ensuring these young consumers grow up loving their products and services.
Brands are increasingly focusing on Gen Alpha instead of Gen Z due to shifting market dynamics, consumer behaviours, and unique opportunities.
Tech-savvy generation
Gen Alpha starts interacting with technology early, often using smartphones and tablets before they start school. They're not just users. Instead, this early adaptation allows them to influence family choices about apps, devices, and other tech products.
Parents often seek their kids' opinions on new gadgets. Gen Alpha members aged between 8 and 14 spend an average of 4 hours and 44 minutes on screens daily, and their digital engagement is reshaping marketing strategies as brands find more ways to connect with them through interactive and immersive experiences.
Influence on family purchases
Gen Alpha's impact goes beyond toys. They help decide on a wide range of household purchases, from home products to holiday destinations and tech gadgets. Brands like LEGO and Nike have already embraced this trend with family-focused campaigns that appeal to both kids and parents.
Future market potential
By 2025, Gen Alpha is expected to be the largest generational group, with almost 2 billion people. Their early exposure to tech makes them future big spenders. Brands engaging with Gen Alpha now can build loyalty, ensuring these young consumers grow up loving their products and services.
Brands are increasingly focusing on Gen Alpha instead of Gen Z due to shifting market dynamics, consumer behaviours, and unique opportunities.
Tech-savvy generation
Gen Alpha starts interacting with technology early, often using smartphones and tablets before they start school. They're not just users. Instead, this early adaptation allows them to influence family choices about apps, devices, and other tech products.
Parents often seek their kids' opinions on new gadgets. Gen Alpha members aged between 8 and 14 spend an average of 4 hours and 44 minutes on screens daily, and their digital engagement is reshaping marketing strategies as brands find more ways to connect with them through interactive and immersive experiences.
Influence on family purchases
Gen Alpha's impact goes beyond toys. They help decide on a wide range of household purchases, from home products to holiday destinations and tech gadgets. Brands like LEGO and Nike have already embraced this trend with family-focused campaigns that appeal to both kids and parents.
Future market potential
By 2025, Gen Alpha is expected to be the largest generational group, with almost 2 billion people. Their early exposure to tech makes them future big spenders. Brands engaging with Gen Alpha now can build loyalty, ensuring these young consumers grow up loving their products and services.
Shifting consumer behaviour and expectations
There are distinct trends among this new generation that require some important and major changes from brands wishing to engage with them.
Shorter attention spans and preference for visual content
The bite-sized content consumed by Gen Alpha illustrates their rapid media consumption. Their online habits focus on short, visual, and interactive content, mainly used on platforms like YouTube and TikTok. Brands need to adapt this by generating “snackable” content types, keeping the audience engaged and encouraging interaction through gamification, challenges, or polls.
Focus on inclusivity and sustainability
Gen Alpha values inclusivity and sustainability. They are serious about climate and social issues and look for brands that share their values. They care about products made from sustainable materials and may initiate campaigns reflecting the diversity they believe in. Campaigns around climate change or social justice grab Gen Alpha's attention and can build early brand loyalty.
Balance between digital and real-world experiences
Despite their digital upbringing, Gen Alpha also enjoys analogue activities, often shifting between playing outdoors and online. This preference highlights opportunities for brands to create end-to-end activations, combining digital engagement with on-ground events that blend online content with physical interactions like pop-up stores or experiential exhibitions.
Analysing the behaviour and preferences of these new consumers is necessary. Brands that master the right blend of short-form content, sustainability, and offline and online experiences can get better engagement from this next generation.
There are distinct trends among this new generation that require some important and major changes from brands wishing to engage with them.
Shorter attention spans and preference for visual content
The bite-sized content consumed by Gen Alpha illustrates their rapid media consumption. Their online habits focus on short, visual, and interactive content, mainly used on platforms like YouTube and TikTok. Brands need to adapt this by generating “snackable” content types, keeping the audience engaged and encouraging interaction through gamification, challenges, or polls.
Focus on inclusivity and sustainability
Gen Alpha values inclusivity and sustainability. They are serious about climate and social issues and look for brands that share their values. They care about products made from sustainable materials and may initiate campaigns reflecting the diversity they believe in. Campaigns around climate change or social justice grab Gen Alpha's attention and can build early brand loyalty.
Balance between digital and real-world experiences
Despite their digital upbringing, Gen Alpha also enjoys analogue activities, often shifting between playing outdoors and online. This preference highlights opportunities for brands to create end-to-end activations, combining digital engagement with on-ground events that blend online content with physical interactions like pop-up stores or experiential exhibitions.
Analysing the behaviour and preferences of these new consumers is necessary. Brands that master the right blend of short-form content, sustainability, and offline and online experiences can get better engagement from this next generation.
There are distinct trends among this new generation that require some important and major changes from brands wishing to engage with them.
Shorter attention spans and preference for visual content
The bite-sized content consumed by Gen Alpha illustrates their rapid media consumption. Their online habits focus on short, visual, and interactive content, mainly used on platforms like YouTube and TikTok. Brands need to adapt this by generating “snackable” content types, keeping the audience engaged and encouraging interaction through gamification, challenges, or polls.
Focus on inclusivity and sustainability
Gen Alpha values inclusivity and sustainability. They are serious about climate and social issues and look for brands that share their values. They care about products made from sustainable materials and may initiate campaigns reflecting the diversity they believe in. Campaigns around climate change or social justice grab Gen Alpha's attention and can build early brand loyalty.
Balance between digital and real-world experiences
Despite their digital upbringing, Gen Alpha also enjoys analogue activities, often shifting between playing outdoors and online. This preference highlights opportunities for brands to create end-to-end activations, combining digital engagement with on-ground events that blend online content with physical interactions like pop-up stores or experiential exhibitions.
Analysing the behaviour and preferences of these new consumers is necessary. Brands that master the right blend of short-form content, sustainability, and offline and online experiences can get better engagement from this next generation.
Primary platforms to reach Gen Alpha
Gen Alpha engages and interacts with content on platforms designed to satisfy its hunger for fun, creativity, and socialising.
YouTube and TikTok
Gen Alpha gets most of its media on these platforms, with short, engaging videos being a major form of content consumption. Influencers create relevant and entertaining content, shaping consumer preferences and purchasing decisions.
Gaming platforms
Gen Alpha's virtual playgrounds include platforms like Roblox and Fortnite, where they interact with friends and participate in brand campaigns. Brands that take advantage of these platforms by targeting Gen Alpha influencers and building immersive experiences beyond traditional marketing help them access the creativity and interactivity Gen Alpha loves.
Gen Alpha engages and interacts with content on platforms designed to satisfy its hunger for fun, creativity, and socialising.
YouTube and TikTok
Gen Alpha gets most of its media on these platforms, with short, engaging videos being a major form of content consumption. Influencers create relevant and entertaining content, shaping consumer preferences and purchasing decisions.
Gaming platforms
Gen Alpha's virtual playgrounds include platforms like Roblox and Fortnite, where they interact with friends and participate in brand campaigns. Brands that take advantage of these platforms by targeting Gen Alpha influencers and building immersive experiences beyond traditional marketing help them access the creativity and interactivity Gen Alpha loves.
Gen Alpha engages and interacts with content on platforms designed to satisfy its hunger for fun, creativity, and socialising.
YouTube and TikTok
Gen Alpha gets most of its media on these platforms, with short, engaging videos being a major form of content consumption. Influencers create relevant and entertaining content, shaping consumer preferences and purchasing decisions.
Gaming platforms
Gen Alpha's virtual playgrounds include platforms like Roblox and Fortnite, where they interact with friends and participate in brand campaigns. Brands that take advantage of these platforms by targeting Gen Alpha influencers and building immersive experiences beyond traditional marketing help them access the creativity and interactivity Gen Alpha loves.
Marketing strategies and challenges for Gen Alpha
To capture Gen Alpha's attention, brands need to shift their tactics, engage with them where they consume content, and hire Gen Alpha influencers.
Content preferences
Gen Alpha prefers short snippets, interactive games, and visual stories, making platforms like YouTube and TikTok essential. Campaigns should feature bite-sized content that encourages interaction.
Authenticity and relatability
Authenticity is key for Gen Alpha. Influencers who embody this trait are highly effective. Bubble Skincare has succeeded by featuring real, human stories that build trust. Authentic content helps brands form genuine connections with younger audiences.
Parental involvement
Marketing to Gen Alpha involves navigating parental involvement due to their young age. Brands must earn parents' trust by adhering to child advertising regulations like the Children’s Online Privacy Protection Act (COPPA).
Regulatory and ethical considerations
Marketers targeting the next generation need to be familiar with child protection laws, data privacy, and parental consent regulations such as COPPA. These guidelines define how marketers can effectively reach younger audiences without breaking their trust.
Keeping up with rapidly changing preferences
Gen Alpha’s preferences are dynamic and shaped by social media, gaming, and pop culture trends. To remain relevant in this rapidly changing demographic, brands need to be agile, focus on collaborating with Gen Alpha influencers to build trust, and constantly monitor trends and adapt their campaigns.
To capture Gen Alpha's attention, brands need to shift their tactics, engage with them where they consume content, and hire Gen Alpha influencers.
Content preferences
Gen Alpha prefers short snippets, interactive games, and visual stories, making platforms like YouTube and TikTok essential. Campaigns should feature bite-sized content that encourages interaction.
Authenticity and relatability
Authenticity is key for Gen Alpha. Influencers who embody this trait are highly effective. Bubble Skincare has succeeded by featuring real, human stories that build trust. Authentic content helps brands form genuine connections with younger audiences.
Parental involvement
Marketing to Gen Alpha involves navigating parental involvement due to their young age. Brands must earn parents' trust by adhering to child advertising regulations like the Children’s Online Privacy Protection Act (COPPA).
Regulatory and ethical considerations
Marketers targeting the next generation need to be familiar with child protection laws, data privacy, and parental consent regulations such as COPPA. These guidelines define how marketers can effectively reach younger audiences without breaking their trust.
Keeping up with rapidly changing preferences
Gen Alpha’s preferences are dynamic and shaped by social media, gaming, and pop culture trends. To remain relevant in this rapidly changing demographic, brands need to be agile, focus on collaborating with Gen Alpha influencers to build trust, and constantly monitor trends and adapt their campaigns.
To capture Gen Alpha's attention, brands need to shift their tactics, engage with them where they consume content, and hire Gen Alpha influencers.
Content preferences
Gen Alpha prefers short snippets, interactive games, and visual stories, making platforms like YouTube and TikTok essential. Campaigns should feature bite-sized content that encourages interaction.
Authenticity and relatability
Authenticity is key for Gen Alpha. Influencers who embody this trait are highly effective. Bubble Skincare has succeeded by featuring real, human stories that build trust. Authentic content helps brands form genuine connections with younger audiences.
Parental involvement
Marketing to Gen Alpha involves navigating parental involvement due to their young age. Brands must earn parents' trust by adhering to child advertising regulations like the Children’s Online Privacy Protection Act (COPPA).
Regulatory and ethical considerations
Marketers targeting the next generation need to be familiar with child protection laws, data privacy, and parental consent regulations such as COPPA. These guidelines define how marketers can effectively reach younger audiences without breaking their trust.
Keeping up with rapidly changing preferences
Gen Alpha’s preferences are dynamic and shaped by social media, gaming, and pop culture trends. To remain relevant in this rapidly changing demographic, brands need to be agile, focus on collaborating with Gen Alpha influencers to build trust, and constantly monitor trends and adapt their campaigns.
Examples of brands successfully targeting Gen Alpha
These campaigns highlight the importance of integrating Gen Alpha influencers into storytelling processes, allowing brands to resonate more deeply with this tech-savvy and values-driven audience.
Claire’s “Collab” initiative
Claire's, a youth-focused retailer, successfully launched influencer collaborations to align with Gen Alpha’s sense of individuality and creativity. The campaign developed deeper engagement through co-created content and interactive marketing, reinforcing brand loyalty among young consumers.
Bubble skincare
Bubble involved young influencers in product ideation and development, making them integral to the brand’s storytelling. This approach resulted in authentic connections with Gen Alpha, improving brand perception and increasing product sales.
These campaigns highlight the importance of integrating Gen Alpha influencers into storytelling processes, allowing brands to resonate more deeply with this tech-savvy and values-driven audience.
Claire’s “Collab” initiative
Claire's, a youth-focused retailer, successfully launched influencer collaborations to align with Gen Alpha’s sense of individuality and creativity. The campaign developed deeper engagement through co-created content and interactive marketing, reinforcing brand loyalty among young consumers.
Bubble skincare
Bubble involved young influencers in product ideation and development, making them integral to the brand’s storytelling. This approach resulted in authentic connections with Gen Alpha, improving brand perception and increasing product sales.
These campaigns highlight the importance of integrating Gen Alpha influencers into storytelling processes, allowing brands to resonate more deeply with this tech-savvy and values-driven audience.
Claire’s “Collab” initiative
Claire's, a youth-focused retailer, successfully launched influencer collaborations to align with Gen Alpha’s sense of individuality and creativity. The campaign developed deeper engagement through co-created content and interactive marketing, reinforcing brand loyalty among young consumers.
Bubble skincare
Bubble involved young influencers in product ideation and development, making them integral to the brand’s storytelling. This approach resulted in authentic connections with Gen Alpha, improving brand perception and increasing product sales.
Tips for brands targeting Gen Alpha
Marketing to Gen Alpha requires innovative strategies that align with their tech-savvy nature and value-driven preferences. Brands must go beyond traditional approaches by focusing on creativity, personalisation, and adaptability to engage this young, dynamic audience effectively.
Develop authentic, community-driven campaigns
Treat young influencers like "prosumers" to form authentic connections with Gen Alpha. This approach helps to build genuine relationships.
Focus on short-form, interactive content
Gen Alpha engages best with polls, challenges, and immersive videos on platforms like YouTube and TikTok. These formats fulfil their preference for bite-sized, interactive content.
Stay adaptive
Brands need to monitor Gen Alpha's behaviours and refine their strategies accordingly. Quickly adapting to trends and changes using real-time data analysis is key to staying relevant to this young demographic.
Marketing to Gen Alpha requires innovative strategies that align with their tech-savvy nature and value-driven preferences. Brands must go beyond traditional approaches by focusing on creativity, personalisation, and adaptability to engage this young, dynamic audience effectively.
Develop authentic, community-driven campaigns
Treat young influencers like "prosumers" to form authentic connections with Gen Alpha. This approach helps to build genuine relationships.
Focus on short-form, interactive content
Gen Alpha engages best with polls, challenges, and immersive videos on platforms like YouTube and TikTok. These formats fulfil their preference for bite-sized, interactive content.
Stay adaptive
Brands need to monitor Gen Alpha's behaviours and refine their strategies accordingly. Quickly adapting to trends and changes using real-time data analysis is key to staying relevant to this young demographic.
Marketing to Gen Alpha requires innovative strategies that align with their tech-savvy nature and value-driven preferences. Brands must go beyond traditional approaches by focusing on creativity, personalisation, and adaptability to engage this young, dynamic audience effectively.
Develop authentic, community-driven campaigns
Treat young influencers like "prosumers" to form authentic connections with Gen Alpha. This approach helps to build genuine relationships.
Focus on short-form, interactive content
Gen Alpha engages best with polls, challenges, and immersive videos on platforms like YouTube and TikTok. These formats fulfil their preference for bite-sized, interactive content.
Stay adaptive
Brands need to monitor Gen Alpha's behaviours and refine their strategies accordingly. Quickly adapting to trends and changes using real-time data analysis is key to staying relevant to this young demographic.
Frequently Asked Questions
How will Generation Alpha impact marketing?
Test
Why is Gen Alpha better than Gen Z?
Test
Why does Gen Z want to be brand co-creators?
Test
Conclusion
Brands are focusing on Gen Alpha influencers to build early loyalty. Their unique content preferences and values around inclusivity and sustainability present clear opportunities for progressive brands.
Influencer marketing will evolve to more personalised and interactive strategies as Gen Alpha becomes independent and increases its spending power. In the future, brands will likely use virtual environments, gaming platforms, and hybrid campaigns blending digital and real-world experiences. Such changes suggest a more democratic era in marketing, where Gen Alpha consumers actively shape brand stories. Creating authentic, inclusive, and trend-savvy campaigns will better position brands to capture the hearts and wallets of this upcoming generation.
Frequently Asked Questions
How will Generation Alpha impact marketing?
Test
Why is Gen Alpha better than Gen Z?
Test
Why does Gen Z want to be brand co-creators?
Test
Conclusion
Brands are focusing on Gen Alpha influencers to build early loyalty. Their unique content preferences and values around inclusivity and sustainability present clear opportunities for progressive brands.
Influencer marketing will evolve to more personalised and interactive strategies as Gen Alpha becomes independent and increases its spending power. In the future, brands will likely use virtual environments, gaming platforms, and hybrid campaigns blending digital and real-world experiences. Such changes suggest a more democratic era in marketing, where Gen Alpha consumers actively shape brand stories. Creating authentic, inclusive, and trend-savvy campaigns will better position brands to capture the hearts and wallets of this upcoming generation.
Frequently Asked Questions
How will Generation Alpha impact marketing?
Test
Why is Gen Alpha better than Gen Z?
Test
Why does Gen Z want to be brand co-creators?
Test
Conclusion
Brands are focusing on Gen Alpha influencers to build early loyalty. Their unique content preferences and values around inclusivity and sustainability present clear opportunities for progressive brands.
Influencer marketing will evolve to more personalised and interactive strategies as Gen Alpha becomes independent and increases its spending power. In the future, brands will likely use virtual environments, gaming platforms, and hybrid campaigns blending digital and real-world experiences. Such changes suggest a more democratic era in marketing, where Gen Alpha consumers actively shape brand stories. Creating authentic, inclusive, and trend-savvy campaigns will better position brands to capture the hearts and wallets of this upcoming generation.
ARTICLE #132
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