A more tech-savvy Gen Alpha has greater trust for brands that are enablers of inspiration and creativity with just one in five Gen Alpha kids viewing athletes and celebrities as role models today.
That is according to a new report by marketing transformation specialsit Razorfish which warned that this cohort’s brand maturity may force changes to the traditional marketing playbook.
When it comes to having a more grounded and adult perspective on brands, 71% of parents in the report said their kids are well ahead of where they were at the same age.
“Authenticity appears to be of the utmost importance to Gen Alpha, and the fact that more than one third of them see creators as role models speaks volumes to how much authentic and relatable voices resonate,” said Josh Campo, CEO of Razorfish.
He added: “Brands can’t expect traditional tactics to slide by, because Gen Alpha is likely to hold them to a higher standard. Their heightened brand maturity at a young age is something organizations shouldn’t ignore as they prepare for the oldest in this group to reach adulthood in the late 2020s.”
Born during 2010-2024, the group embodies a new era of technology immersion and global interconnectedness, while representing the largest and most diverse generation to date. This generation is also expected to have the greatest spending power in history, putting pressure on marketers to start understanding them more deeply.
Shift in attitudes
The report, revealed a positive shifts in parents’ attitudes toward technology with 61% believing their children learn more efficiently than they did thanks to modern technology. With exposure to technology and media, Alpha’s interests could be broader and more discoverable. By age 13, the research shows Alphas have as much, if not more, access to various devices than the average global adult.
Unsurprisingly, many Alphas prefer content that’s quick, easily digestible, and entertaining. Gen Alpha respondents’ most preferred mediums for learning are hacks, how-to videos, and DIY, while their top methods for learning are through games and interactive experiences. 42% of Alphas say they are interested in reading, down from 53% of Gen Z and Millennials at the same age.
Business Recommendations
Among the report’s recommendations, it encouraged businesses to recognise Gen Alpha’s sophistication, gamify as much as possible and prioritize hacks such as quick tips, shortcuts, and actionable insights over long-winded content.
Despite this, it added that marketers must continue to balance strategies by ensuring physical experiences and events remain a part of their engagement efforts. Additionally, marketers will be wise to adopt a flexible approach, offering a variety of products and experiences that can appeal to multiple interests instead of a few deep ones.
