Marketing To Gen Alpha Seven Strategies For Engaging The Tech-Savvy Generation Shaping Future Consumption

Just as marketers have figured out how to market to one generation, another generation pops up and is ready to take the market by storm — leaving marketers back at square one.

The generation that marketers now need to pay attention to is Gen Alpha — these are the kids born between 2010 and 2024. Now you may be thinking, why should marketers be focusing on these kids right now?

While this generation consists of babies, kids and teenagers — these young kids are growing up with the most advanced technology right at their fingertips. They know how to skip a boring YouTube ad faster than most of us can register that one popped on in the first place.

What marketers need to keep in mind is that they are the youngest generation with brand influence and purchasing power that surpasses their age. They mould the social media environment, act as popular culture influencers and are the emerging consumers. By the end of the 2020s, they'll be stepping into adulthood, joining the workforce and beginning to form households.

Here are seven tips for marketers who want to know how to market to Gen Alpha: 

Tip 1: Embrace Visual and Interactive Content

Gen Alpha is the first generation that has not known a world without the Internet, smartphones and tablets. Gen Alpha is a generation that consumes more visual media than any other generation.

This is a key point that marketers need to take heed of. When creating marketing campaigns for this generation, you are going to have to work hard to stand out and grab their attention. 

What you can make use of to get their attention are:

• video content
• animation
• augmented reality (AR)
• virtual reality (VR), and
• gamified experiences. 

Tip 2: Speak Their Language (But Don't Fake It)

Gen Alpha are using unique slang and expressions — which are often influenced by memes, influencers and gaming culture.

When you create marketing campaigns that are targeted directly to them, you need to be authentic. Any forced or outdated language will be sure to turn them off, and they will see your campaign as cringe — which you definitely don’t want.

A tip to assist your marketing campaigns is to collaborate with young creators or communities for relevance and direction. By getting their input, your brand will gain some major aura points.

Tip 3: Prioritise Mobile-First and Voice-Activated Platforms

Most of us have grown up without the luxury of having a cellphone or an iPad, let alone Siri and Alexa — but for Gen Alpha, they grew up using phones, tablets and voice assistants.

So, when you are creating your campaigns, make sure that your content is optimised for mobile and consider voice search and smart devices. Design your campaigns with touch, swipe and voice navigation in mind.

Tip 4: Focus on Purpose-Driven Branding

Another thing that separates Gen Alpha from previous generations is that Gen Alphas are socially conscious and exposed to information about the world from a young age.

And because of this, they expect brands to take a stand on climate change, diversity and inclusion. So, if you want to successfully market to them, highlight how your brand stands out and makes a positive impact in the world.

Tip 5: Leverage Influencer and Creator Collaborations

Gen Alphas are constantly consuming content online — and because of this, they are exposed to a lot of influencers and creators, which is why they trust creators more than traditional celebrities or brands.

Keep in mind that this generation connects more with authentic and relatable content over polished adverts. So, when you create your marketing strategy for them, make sure you partner up with micro and nano influencers on platforms like TikTok, YouTube and Instagram Reels. 

Tip 6: Design Experiences for Families Too

Marketers focusing on Gen Alpha have a distinct chance to connect directly with children, instead of depending entirely on parents' influence. Nevertheless, this requires messaging that is both responsible and balanced. 

While they influence purchases, their parents still hold the purse strings. So when you are creating campaigns, make them appeal to both Gen Alpha and their parents. A great way to incorporate this is through family-focused storytelling or co-viewing experiences.

Tip 7: Build for the Future — Not Just Now

An important note that marketers need to make is that this generation will shape future consumption habits — and you want to ensure that you already know how they think and what makes them tick.

So, start to collect insights, test long-term loyalty strategies and build communities early on. This will ensure that when they have their own money and are able to choose which brands they want to spend on, your brand is already their first choice. 

The main tip we have is to think of them not just as "kids" but as future decision-makers.