Written by Kianna Best on May 30, 2024. Posted in General Interest

Talking to the Next Generation

Digitally native, brand focused and unmoved by marketing gimmicks, Generation Alpha is already dictating the future of marketing. With the oldest of  this new generation still only halfway through their teens, we look at how the socially conscious and tech savvy consumers are being engaged.

As the post school day routine unfolds, screen times reach their highest peak as Generation Alpha kids up to the age of 14 flock to their devices, tapping into YouTube, online gaming, and their recently allowed social media feeds. While Gen Z have had their own impact on the new wave of marketing techniques, Gen Alpha’s technological prowess is set to take these standards to a completely new level.

Set to reach approximately 2.2 billion globally this year, Gen Alpha have established a new landscape in the world of technology and media, and marketers are taking note.

“They’ve always had the world at their fingertips. They’re more connected than previous generations, they have more access to information, to career choices and they’re more aware of their wellbeing and mental health,” says Emma Lambourne, senior strategist at performance marketing agency Journey Further.

Set to reach approximately 2.2 billion globally this year, Gen Alpha has established a new landscape in the world of technology and media, and marketers are taking note.

This new generation take YouTube influencers over traditional celebrities, view gaming as a creative outlet rather than a simple pass time, and have ramped up the social consciousness of their predecessors, forcing a shift in traditional commercial content.

“Gen Alpha has grown up in a world saturated with technology as the norm,” Lambourne adds. “Things such as language and cultural context are also different for Gen Alpha vs Gen Z. To remain relevant, brands must stay agile and attuned to the shifting preferences and attitudes of their target audience and their context.”

Coined ‘I-Pad kids’, the new generation is tapping into technology at a much earlier age with a recent study from interactive agency Razorfish reporting 43% having a tablet before the age of 6 and those as young as 10 years old owning smartphones.

But it’s also important for brands and marketers not to generalise, as there are very different Generation Alpha communities living vastly different lives, depending on their socio-economic backgrounds, ethnicities, behaviours and perspectives. It is important for brands to take this diversity into consideration to effectively appeal to the gimmick conscious generation.

“To truly connect with Gen Alpha, brands must craft content that is genuine, concise, and purpose-driven, demonstrating a commitment to the values important to this generation and those within it,” comments Polina Haryacha, founder & CEO at gaming influencer marketing agency Cloutboost.

“We often encounter a familiar challenge inherent in generational categorisation: the tendency to oversimplify and stereotype based solely on age,” adds Lambourne. “By pigeonholing individuals into generational boxes, we risk overlooking the nuanced complexities that define who they truly are or who we, as a brand/agency, need to target.”

INFLUENCER IMPACT

That said, there are noticeable trends and signs. For instance, Generation Alpha tend to be much more immersed in social media from a younger age, whether it be through traditional platforms such as TikTok or content on more age accessible platforms like YouTube Shorts. They are absorbing influencer content in a way that is creating a shift in their consumer practices.

Many are drawn to the influencers online, often their own age, creating relevant content, like the Kardashian grandchild Penelope Dissick and YouTube creator PreppybyCalls who are attracting millions of viewers.

Growing up in an era dominated by the creator economy means that for Gen Alpha, influencers are not just digital celebrities but a natural and integral part of their media consumption.

Many are also gravitating to the millennial created high-end skincare brand Drunk Elephant, originally used by their parent generation. They have been drawn in not only by the minimalist yet pastel-heavy branding, but also the many videos showing teens who have numerous products in the entire line.

“Growing up in an era dominated by the creator economy means that for Gen Alpha, influencers are not just digital celebrities but a natural and integral part of their media consumption,” says Haryacha. “To them, these content creators are akin to the television shows of previous generations. This shift signifies that influencers are not just passing trends but central figures in Gen Alpha's daily digital interactions, setting the stage for how brands will need to adapt their marketing strategies to connect authentically with this new generation.”

“You only have to look at the brands, creators and content that’s popular amongst this generation (Ugg, Stanley Cups, Squishmallows, Star Face) to see that the peer-to-peer relationships these brands have with creators and audiences is why they succeed,” adds Lambourne. “Unlike previous generations, who looked up to celebrities that they could only access at cinemas or in magazines, Gen Alpha has the power to influence just as much as any influencer.”

Although most of Gen Alpha might lack the direct funds to make purchases on their own, their spending power should not be underestimated. Redirecting the parents’ focus away from gimmicky toys and towards more sophisticated products like the newest technologies and beauty products, birthday wish lists are driving a pretty penny. According to McCrindle, the brand aware demographic’s economic footprint is expected to reach USD5.46 trillion (GBP4.32 trillion) by 2029.

Haryacha adds: “Emphasising short-form video content, leveraging platforms like YouTube for brand discovery, and ensuring a presence in the gaming world are crucial. Engaging this demographic involves creating content that empowers them to shape their world, reflects sustainability and inclusivity values, and acknowledges their preference for authenticity over fame.”

MORE THAN A GAME

Millennials have Facebook and Gen Z have TikTok, but Gen Alpha are redefining what it is to be social on virtual platforms with the popularity of Minecraft, Fortnite and Roblox. While Gen Z might draw similarities between the much talked about Roblox and 2005’s Club Penguin, the magnitude of the former is incomparable. With a reported figure of 71.5 million daily active users, Roblox is dominated by Gen Alpha, making up 60% of users.

Proto-metaverse platforms like Minecraft, Roblox and Fortnite are more than games, acting as the starting grounds gen alphas’ creative exploration.

These proto-metaverse platforms are not only points of entertainment for the new generation, but are also starting grounds for the exploration of their own creativity. With the ability to create their own avatars, create homes, host music concerts and other social events, entire worlds are being developed by the youngest minds today, and brands are finding their way in.

“Platforms like Fortnite and Roblox have become a part of Gen Alpha's daily routine, blending learning, entertainment and socializing,” states Haryacha. “Advertisers have recognized the opportunity to also ‘blend’, seamlessly integrating gaming with social interactions and brands.”

From Nike to Gucci, Chipotle to Spotify, brands have started navigating their way through the heavily used platforms, acquiring advertising real estate in the virtual world and attracting an even wider audience. Targetting gaming creators who were active members of the Roblox community, Spotify launched Spotify Island on the immersive gaming platform. With the addition of celebrity gamer Mr Beast attracting 3 million views in one day, the music streaming brand was able to connect with younger audiences whilst increasing its subscriber base.

Whether it’s billboard, video or portal ads in Roblox or branded skins in Fortnite, marketing schemes have drifted away from the intentional scripted sells of past generations, and have taken on a more approachable and prevalent presence to tap into the new wave of consumers.

 

This article appears in the Cannes issue of our makers magazine which will be widely available at Cannes Lion.

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