Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alpha. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.
Diverse and digital: Gen Alpha comprises those born around 2012 through to now, meaning the oldest members of Gen Alpha are already 11 years old.
Mobile first: Gen Alpha will be “immersed in a mobile reality,” said our analyst Christina Obolenskaya. They’re not just borrowing their parents’ smartphones, either. By 2026, 10.2 million US children will own a smartphone, per our forecast.
YouTube, YouTube, and more YouTube: That’s where kids are spending their smartphone time. More kids watch YouTube than TikTok, Disney+, and even Netflix.
How can marketers catch and keep Gen Alpha’s attention? Authenticity, interactivity, and gamification.
Beware potential regulation: In his State of the Union address, President Biden called for legislators to “ban targeted advertising on children.” While a true ban seems unlikely, stricter privacy policies for kids’ data is entirely possible. And while boosting familiarity with young consumers, don’t overindex on targeted ads for kids.
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