Gen Alpha: It's Time for Marketers to Start Paying Attention

Diversity Gen Alpha are born digital natives and far more diverse than Gen Z Twentysix percent of Gen Alpha will be Hispanic compared with 19 for the general population On top of that 7 will be two or more races versus 3 for the overall populationDigital nativity Yes we said Gen Z was digitally native too but did you know 40 or more of those under 6 years old already have a tablet Of course theyamp8217re a techsavvy generation since theyamp8217re being raised by millennial and Gen X parents who claim to be skeptical of brands and marketing And donamp8217t forget this is also the first generation that requests homework help from smart speakersBut what does this all mean for brandsDecisions Theyamp8217re influencing them Gen Alpha is already exerting influence on household purchases of games toys and childrenamp8217s apparel as well as family grocery and restaurant choices pssst McDonaldamp8217s is their favorite restaurant More than four in five parents of Gen Alpha said their kids ask for specific brands by name Itamp8217s partly because some of these brands are big and ubiquitous but itamp8217s also because Gen Alphaamp8217s parents involve them in decisionmaking on everything from restaurants to travelParents also report their kids watch shopping content like haul and unboxing videos where they get ideas about new products and brands They expect brands to be authentic and keep their promises So if twoday shipping is advertised their goods better be delivered in those two daysMedia choices Like generations before them kids are turning to entertainment for escape How they get it is the big difference This is where being the first fully mobile generation comes into play Over 73 of US children under 12 use the internet and nearly 17 are smartphone users according to eMarketer By 2026 102 million US children will own a smartphone Nearly 57 of kids under 12 use YouTube according to eMarketerAs kids get older their use of social and audio platforms notably increases which might relate to many getting their first smartphones as they enter their teensTheyamp8217re brandsavvy but donamp8217t forget theyamp8217re kids Finally when continuing to observe this cohort we have to remember that Gen Alpha are still kids and as such we need to pay heed to regulations regarding marketing to kids under 13From a marketing perspective it comes down to covering the basics Keep tabs on their media habits and meet them in the spaces where they spend time when and where allowed by law Provide solutions to their problems entertainment if theyamp8217re bored relief if theyamp8217re stressed nuggets if theyamp8217re hungry And deliver on your brand promises whether that be shipping their products in a timely manner or yes even saving the world They will hold you accountable with their wallets very soonArticle first published by MediaPostPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Gen Alpha: It's Time for Marketers to Start Paying Attention

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Preeti Nadgar

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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