Everything you need to know about marketing to Gen Alpha

Forget Gen Z for a second, it’s Gen Alpha who you should be marketing to. 

There’s been plenty of chat about Gen Z in recent years, but if you’re solely focusing on them then you’re falling behind; Gen Alpha are on their way, and fast. 

Nike’s CEO, John Danohoe, first said his company was shifting its focus to Gen Alpha almost two years ago. Telling Vogue Business that instead of concentrating on who has the most spending power right now, Nike “look at, ‘Who is setting the agenda? Who is the future?”. 

So, here’s everything you need to know to do it well. 

1. Get on their platforms (and their level)

Sure, Gen Zers are digital natives, but Gen Alpha takes this one step further. Today’s youngsters are growing up in a world where technology isn’t just all around, but seamlessly integrated into their lives from birth (43% of Gen Alphas had their first tablet before the age of six). 

This means to effectively market to them you must, not just use the same digital platforms they do, but behave like them, too. Meeting them on their level and communicating online in a way which feels natural - they can smell a millennial a mile off. 

2. Act authentically 

Gen Z aren’t just technologically savvy, but marketing savvy too, hyper-aware of when they’re being advertised to. More brand aware than ever before, kids today are able to easily spot the difference between genuine content and marketing tactics (and they’re not fans of the latter). That means transparency and authenticity are key for connecting with them. Think: sharing real stories and demonstrating genuine concern for societal issues. 

3. Catch their attention (quickly) 

We’ve all heard the stat about the three second attention span. While it might be over-cited, it’s true. Today people of all ages have less attention, but no group more so than Gen Alpha. To speak to a generation born into a technological world, you must draw them in quickly through the likes of short-form videos, gamified content and augmented reality experiences. 

4. Make it personal

From TikTok’s ‘For You’ feed to gaming avatars, personalised experiences are an expectation for Gen Alpha, not an exception. Thanks to their hyper-personalised online existence, generic content will no longer cut it. To stand a chance of connecting with the kids, you need to provide products, services and messages that are tailored to them. Netflix do this through their pioneering personalised recommendations and reap the rewards - claiming the crown as Gen Alpha’s favourite content platform.

5. Show you’re responsible 

Despite still being young, Gen Alpha takes social responsibility seriously. And they expect brands to do the same. Using your marketing to show how you’re doing your bit to help our world is a surefire way to win them over. But make sure you’re genuinely living it through in your practices, ‘cause these youngsters won’t be fooled by greenwashing or token-diversity. 

6. Harness the power of (micro) influencers

Influencer marketing is one of the most powerful ways to reach Gen Alpha, with 55% of children saying they want to buy products they see their fave YouTube or Instagram star using. But don’t think you can just rinse and repeat the same tactics you use to reach Gen Z. The playbook is shifting and the content creators who resonate with today’s youngsters aren’t necessarily the ones with the biggest follower counts. It’s micro-influencers who are proving the best at building genuine connections with Gen Alpha.

Marketing to Gen Alpha might not feel easy at first, but man it’s worth it. On track to become the largest generation ever, their economic footprint is projected to reach £4.32tn in the next five years - almost as much as the spending power of millennials and Gen Z combined. 

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