While many marketing agencies are pulling together strategies to target Gen Z, we’re always looking to the future at C21, which is why we’re already studying up and putting strategies together that will appeal to Generation Alpha.
Born between 2010 and 2025, this generation has grown up tech savvy surrounded by modern technology. They’re unlike the previous generations, so marketing to them will require a new approach. Thanks to their digital upbringing, they are far more focused on visual and interactive content. Some are already dominating YouTube amassing large audiences and bank balances to match. Agencies should prioritise creating engaging and interactive content tailored to digital channels such as social media, mobile apps and online video platforms such as YouTube and TikTok.
When it comes to this generation, video content is king. We need to keep videos short, snappy, and visually appealing. When it comes to talking about brands and products, Gen A is following in the previous generations’ footprints and championing authenticity and conscious choices. They put their money where their mouth is and use their buying power to help build brands that align with their values and are quick to switch to new brands if their values no longer align. Similarly, growing up in a world that is facing the full brunt of climate change has made Gen A very sustainable and socially focused. They support brands that positively impact the environment and aren’t afraid to voice their opinions on those that harm it.
In terms of how to reach Gen Alpha – social media is still a good bet, but choosing the right channels remains key. Peer influencers and user generated content on platforms like TikTok and YouTube being trusted often ahead of official brand advertisements. For example, hot on the success of the Barbie movie, toy company Mattel isn’t just relying on their usual marketing channels to target the newest generation. They’re already working with micro-influencers on unboxing and playtime content appealing to Gen A’s love of imaginative play.
It’s also important not to forget about Gen Alpha’s parents when developing marketing strategies. Tailoring efforts to appeal to their values and preferences is a sure-fire way to get products and brands in front of their children. However, now more than ever, digital privacy concerns are incredibly important so make sure your brands and products prioritize children’s safety to assuage both the savvy Gen Alpha consumer and their hyper vigilant Gen Z and Millennial parents.
It’s hard to predict exactly what will happen as this new generation grows into adulthood. Their behaviours will likely evolve rapidly, so your brand’s marketing strategies will need to be ready to pivot to align with their changing wants and needs, and you’ll need an agency that’s always one step ahead of the game to capture the attention and loyalty of this emerging generation of consumers. By 2025, Gen A will be the largest generation with a population of 2 billion so their potential purchasing power and that of their parents is not something brand managers can afford to ignore.