The new year is now upon us, and Generation Alpha (Gen A) – those born since 2010 – are already busy setting trends and expectations for the year to come. If there is one thing for certain, it’s that this age group moves fast, so grabbing the attention of this youngest cohort of consumers is no easy feat.
Brands looking to tap into this generation need to be visible across the myriad touchpoints that our youngsters engage with from YouTube to WhatsApp.
Gen A is a generation at ease with brands and is remarkably discerning for their age. This means brands need a more sophisticated approach than they might expect, for what businesses might think will help them stand out to this demographic may be nothing more than a baseline expectation. For example, online viewing, on-demand access, and breadth and depth of content may be a bonus for other age groups, but for a generation brought up navigating streamers, online platforms and social media sites, our research shows this is a basic expectation for Gen A.
Continuing on this digital thread, Gen A is very aware of their online safety, too. And they expect brands to provide access to a safe space where they can be themselves and explore their own identities. Netflix and Disney+ do this very well by allowing kids to curate their own content and create avatars to fit their interests within safe, trusted platforms.
But the most important thing kids expect from brands is quite simply to step up! Our own insights suggest there is a clear expectation that brands will take responsibility for minimising their own impact – 43% of kids would be more inclined to buy brands that make all their products better for the environment, and kids hope brands will stand up for them, while 46% would shift their spend to brands that help to support kids around the world.
So, what should brands do to stand out to these creative digital masters and critical consumers?
Salience is key
A successful brand must capture hearts and minds, which means kids instinctively love brands with salience and a clear proposition. That’s why Nike (Just Do It!) ranks cooler than Adidas in this year’s Coolest Brands report. That simple message breaks down barriers and inspires at the same time. Brands that achieve this can become part of the fabric of their lives and a cultural shorthand.
Opportunity for self-expression
Kids yearn for a brand that is friendly and offers the chance to discover their own individual identity. Think Nike and its personalised trainers, or Apple and its engraving option. This works because kids have both an inherent need to fit in with their peers and a desire for individuality; personalisation offers the best of both worlds. Firmly established in fashion and gaming, personalisation is moving into other sectors such as food and drink, entertainment and technology.
The power of experience
Brands mustn’t forget that these are the children they’re looking to interact with, and that means fun experiences to create a sense of occasion and connection are powerful tools. Brands that are shareable (and encourage sharing) – whether it’s the sharing of food with a visit to McDonald’s, or a shared gaming experience from Nintendo Switch – are the ones that will thrive.
Over the next 12 months, brands will do well to remember that Gen A is more critical than the generations before them and won’t have wool pulled over their eyes.
From the blunders from Prime branding itself as Halal when it wasn’t, to influencers such as Ali A being called out for click-bait content, this generation is well equipped with information to understand when a brand is being authentic. Any brand that does not live up to or exceed expectations can expect to be called out.
Helenor Gilmour is director of insight and strategy at Beano Brain