Key Takeaways (2024 Trends):
- Gen Alpha, born between 2010 and 2025, possesses significant spending power and is influenced by millennial parents’ preferences.
- Voice technology continues to dominate, with Gen Alphas comfortable with voice interaction, presenting evolving opportunities for brands.
- Sustainability remains crucial for Gen Alpha, with a focus on brands showing commitment to social and environmental responsibility.
- Social media preferences, particularly on TikTok, persist, emphasizing the importance of creative content and collaboration with authentic influencers.
- Augmented reality (AR) gains momentum among Gen Alpha in the metaverse, offering increasing potential for retail brands to engage with this tech-savvy generation.
- Gaming, especially on established platforms like Roblox and Minecraft, continues to be a key aspect of Gen Alpha’s entertainment, providing ongoing opportunities for brands to engage in community-based conversations.
“Gen Alpha is poised to have the greatest spending power in history, even more so than millennials and baby boomers. While Gen Alpha is sometimes referred to as “mini-millennials,” they will have a very different upbringing from their millennial parents. – Jennifer Mandeville, Marketing Dive
Using insights from our data partner GWI, we learn more about our youngest generation – Gen Alpha, their mindset and behaviour, and how marketing agencies and brands can target them in the future.
#1 The “Mom Economy”
Gen Alpha’s tastes continue to be influenced by millennial parents, creating ongoing opportunities for brands targeting both children and parents. Influencer marketing should recognise parents as the primary audience, as seen with examples like Ryan Kaji’s YouTube channel. Brands should align with evolving millennial preferences, such as sustainable and health-conscious choices, to appeal to Gen Alpha’s parents.
What’s next?
Brands need to stay attuned to shifting millennial values and preferences, adapting influencer marketing strategies accordingly to maintain relevance and appeal.
#2 Voice Technology’s Rise
Gen Alpha, tech-empowered and opinionated, continues to favour voice interfaces, with brands exploring innovative ways to integrate voice technology and AI for authentic interactions. Examples like Proctor & Gamble’s smart-speaker toothbrush tie-in showcase ongoing efforts to engage Gen Alpha through voice technology.
What’s next?
Brands should stay abreast of advancements in voice technology, seeking novel ways to integrate it into products and marketing strategies for sustained relevance.
#3 Science, Sustainability, and Gen Alpha’s Preferences
Gen Alpha’s strong interest in science, nature, and sustainability persists, with brands emphasising commitment to these values. Mattel’s toy takeback programme remains an example of aligning with Gen Alpha’s values. Brands need to continually showcase their dedication to sustainability to resonate with Gen Alpha as a critical purchase driver.
What’s next?
As sustainability becomes even more central, brands should amplify their efforts, incorporating eco-friendly practices into all aspects of their business to maintain Gen Alpha’s loyalty.
#4 Social Media Entertainment
Gen Alpha’s preference for social media entertainment, particularly on TikTok, endures. Brands should continue focusing on creative and audio aspects in campaigns, collaborating with authentic influencers to connect with the younger audience. The impact of TikTok on brand recall through music integration emphasises the ongoing importance of relevant and engaging content.
What’s next?
Brands should adapt and innovate content strategies to align with evolving Gen Alpha preferences on platforms like TikTok, leveraging emerging trends to enhance brand recall.
#5 AR in the Metaverse
AR’s popularity among Gen Alpha in the metaverse grows, providing expanding opportunities for retail brands. Collaborations like Gucci AR fashion platform Wanna, showcase the increasing potential for virtual product experiences. AR’s educational applications, including virtual travel and distraction-free learning, continue to diversify beyond entertainment.
What’s next?
Retail brands should explore and invest in advanced AR integration, creating immersive experiences that captivate Gen Alpha in the evolving metaverse landscape.
#6 Gaming and Community Engagement
Gen Alpha’s preference for world-building games like Roblox and Minecraft continues to drive community-based conversations. Brands can engage with Gen Alpha through gaming platforms, offering educational content and skills challenges. Gen Alpha’s inclination towards creativity and social interaction within online gaming spaces remains a consistent opportunity for brands to connect on a deeper level.
What’s next?
Brands should refine strategies to deepen engagement within gaming communities, ensuring interactive experiences align with Gen Alpha’s evolving interests and foster a sense of community.
Related content: Future Spotting: 6 Habits of Today’s Silver Generation
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