Brands aiming to tap into Generation Alpha consumers – those born after 2010 who are already worth £237.3bn through their parents – are being urged to rethink their strategies, with this cohort likely to force marketers to “rip it up and start again”.
While many brands might shy away from targeting kids under the age of 14, a new report from agency Impero points out that there is no time like the present to form relationships with the consumers of the future.
In fact, the oldest of this rising generation will be adults within just four years, and will eventually be the largest generation in history, with 2.5 million born every week, and a projected total population of 1.95 billion, more than Millennials or Gen Z. However, brands will have to tread very carefully as there are strict rules in place about targeting children with marketing, especially online.
The research, The Alpha Project, surveyed 1,000 parents in the UK with children aged between 11 and 14 years old and spoke in person to 50 parents.
It reveals that 41% of the parents said that their children find branded products desirable because their friends have them. This compares to 35% who say their children’s brand choices are shaped by social media influencers; 14% say their children do not follow or watch influencers at all.
The findings suggest that, to succeed with Gen Alpha, brands can reject aspirational influencers and work more with “normfluencers” – ordinary social media users who share their passions online.
Gen Alpha are already responsible for spending power of some £237.3bn through their parents and will wield immense purchasing power as they move into adulthood.
The offspring of Millennials, the first tech-native generation who are known for their love of brands, Alphas are a generation whose attitudes, beliefs and brand relationships have been profoundly shaped by their parents.
Perhaps unsurprisingly, pester power is alive and kicking with Gen Alpha – some 87% of parents say their purchasing decisions are influenced by their children.
This is a generation even more committed to ethical values than Gen Z or Millennials. Almost one in three parents say their children desire snack, drink and entertainment brands that align with their Gen Alpha values on sustainability and inclusion.
Meanwhile, over half of the parents say that they themselves have become more concerned with issues likely to affect their children such as job prospects and socialising, than broader global issues such as climate change, wars and political unrest.
The research identifies a trend towards “close-to-homeism” among Gen Alpha, who have witnessed their parents’ involvement with big global issues. Instead, Gen Alpha will focus on issues that directly affect them personally, such as personal safety, employment prospects and the cost-of-living crisis, the research suggests.
Designed to help brands understand how Gen Alpha’s attitudes will be shaped by community, influence and purpose, the research seeks to offer an overview of who Gen Alpha are and how they might behave in the future.
Impero head strategy Charlotte Willcocks said: “Understanding this generation is vital for brands interested in forming a relationship with the consumers of the future. This research gives unique insights into this demographic, their likely spending habits and their priorities, giving guidance to brands on how to adapt and change to future proof their business.”
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