How Brands Should—and Shouldn’t—Communicate With Gen Alpha

In the Y2K era of ubiquitous Proactiv commercials, skin care routines served the apparent purpose of treating unwanted acne. But in a TikTok-powered world where consumer allegiance is fueled more by lighthearted show-and-tell than bona fide product utility, 9-year-olds are drenching their faces in anti-aging serum before displaying a single sign of puberty. Now, a new generation of Kardashian kids—Penelope Disick and North West, who have assumed trailblazing roles in this skin care-obsessed movement—have turned to TikTok to broadcast beauty regimens that emulate those of their Kardashian mothers (Kourtney and Kim, respectively). While this demographic mimics some trends that older generations have established, it is also developing unparalleled traits that can inform both current and future strategy. "Marketers need to understand this generation because they have huge influence over millennial parents," said Therese Caruso, global director of strategy and planning at integrated communications agency Zeno Group, adding that brands must invest in crafting intimate relationships with an age group that is more difficult to win over. "They need brands that will help them navigate the world and mirror their values." While there is a clear appeal for marketers in expanding their consumer base beyond Gen Z to reach younger audiences, according to Ife Tabi, assistant manager at full-service communications firm Noah’s Ark Communications, that doesn't always mean they should. https://www.tiktok.com/@pandkourt/video/7190510540777639211?lang=en “The brand custodians need to ask themselves if appealing to the younger market is truly in their interest,” Tabi said, adding that adult-centric brands tarnish their reputation when they “feign coolness.” “Appealing to a younger group but alienating the historical group may be more unhelpful in the long term.” While millennial parents have the most direct impact on Gen Alpha, Gen Z purchasing patterns are trickling down to those younger kids—and brands must decide to what extent they can ethically lean into that influence without alienating older consumers and flirting with a tarnished reputation. Due to FTC regulations, marketers aren’t granted complete access to Gen Alpha—defined as those born in or after 2010—but researching Gen Z and millennials offers them a solid idea of how to target what will become the largest generation in history. While technology has unreservedly molded Gen Alpha’s perception of the world, this demographic also craves offline experiences. And instead of devaluing Gen Alphas in this state of economic uncertainty, expert said that brands should be expanding their research on an age group that is still not largely understood. All marketers need to be wary of blurring the lines between paid promotions and organic content by clearly labeling ads, but this is especially true when catering to a population that is just learning to understand the world. Technology is only expediting this generation’s childhood development—the majority of kids under 2 are already watching YouTube, consumer insights agency Canvas8 reported—and while it may be tempting for brands to construct a direct blend of millennial and Gen Z consumer strategies when engaging with Gen Alpha, marketers must approach this generation with the utmost care and sensitivity. How Can Marketers Win Over Gen Alpha? Combining generational insights While expanding research on Gen Alpha is crucial, keeping up with this generation’s dynamic interests is a challenging feat: Kids will fixate on Peppa Pig one day and decide they only like Paw Patrol the next. Because kids' interests are so ever-changing, it's wise to think instead about what parents consistently want. Tariq Hassan, chief marketing and digital customer experience officer for U.S. operations at McDonald’s, said leaning into virtual channels like rewards programs and curbside pickup through the app fulfills the busy millennial parent’s prioritization of savings and convenience. “Marketing products to children is something of a fool's errand,” said Gary Pope, co-founder of London-based agency Kids Industries. “Their preferences move so fast. It is the parent that must be bought.” The return of in-person learning—as well as the growth of TikTok as a multigenerational platform—has only increased the blurred lines between Gen Z and Gen Alpha. Morning Consult found that more than 63% of Gen Z women have a favorable opinion of Ulta Beauty, and increasingly youthful “Get Ready With Me” content shows that this affiliation with beauty and skin care products is expanding to a younger population. https://www.tiktok.com/@gabrielletravaglia/video/7199289941648477483?_r=1&_t=8a94C6cdY9C “If Gen Alphas are in school, you better believe they’re looking up to the older kids and taking lots of notes,” said Caruso. Embracing activism and encouraging community Gen Alpha is also a notably socially conscious generation, which brands must keep in mind when committing to a genuine purpose. Canvas8 found that 66% of Gen Alphas want to buy from brands that “have a positive impact on the world.” As Gen Alphas are the strongest champions of environmentalism, Caruso pointed to Mattel as a brand that understands this generation’s needs. In addition to repurposing old Barbie dolls—and the additional layer of playing into the millennial nostalgia that connects kids and their parents—the toy conglomerate launched its Barbie Loves The Ocean doll collection in 2021, which is made from ocean-bound plastic. Caruso also praised brands that welcome fluid identities—58% of Alphas under age 10 say gender is irrelevant, according to entertainment and creative agency Beano Studios. While there is a strong stereotype that members of Gen Alpha are glued to their screens, Caruso calls this age group the “free range and Harvard generation.” Shaped by their millennial parents, they are balancing studies in front of a computer with going outside and enjoying nature. To accommodate this versatility, Caruso stressed that marketers can organize exclusive events—both offline and in the metaverse—that simultaneously engage Gen Alpha and their parents. According to a Wunderman Thompson study, 38% of Gen Alphas said they prefer shopping online over in-store, and 75% said they would enjoy shopping at a retail store. “Having an in-person, socially conscious event, like a climate crusade where kids can also win rewards on a platform, would be very memorable and impactful,” said Caruso. “It’s about engaging with them through experiences and events instead of marketing to them openly online.” Communicating with caution These hybrid experiences carry an added brand safety benefit, as the naiveté of children is only exacerbated virtually, especially in an unpredictable digital landscape that can be difficult for parents to closely monitor. Caruso pointed to Epic Games, Fortnite’s parent company, which faced an FTC lawsuit in December for violating childhood privacy laws, changing default privacy settings and tricking users into making unwanted purchases. Amy Gilbert, head of social at global social media agency The Social Element, said that brands shouldn’t let an organically expanding consumer base force them to lose touch with their core audience. Instead of unconditionally embracing a younger generation’s sudden fixation with retinol and anti-aging serums, marketers can embrace product education. “Brands need to recognize when a product might have been picked up by someone too young to use it,” said Gilbert. “Can brands come together and have this ‘big sister’ mentality? They can use influencers for good and say, ‘Here’s what you need and don’t need to use.’” Correction: An earlier version of this story incorrectly attributed a quote about marketing products to children to Mark Giovino, CEO and founding partner at agency Allionce Group. The quote is from Gary Pope, co-founder of Kids Industries. This story is part of Adweek’s New Consumer digital package, which focuses on diversity in all the ways it manifests for consumers—including gender, race, age and ability—and how marketers need to reach people where they are and meet their unique needs.

New Consumer

How Brands Should—and Shouldn’t—Communicate With Gen Alpha

Gen Z’s younger siblings prioritize brand purpose and covet community

Emmy Liederman

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Emmy Liederman