How to market to Gen Alpha (because they're growing up fast!)

Did you know that in the year 2010, Instagram debuted, the first ever iPad was released, and 'app' was the word of the year?

It is also the year Gen Alpha began coming onto the scene – the first generation of true digital natives.

Soon to make up 20% of the global population, and $4 trillion in buying power, Gen Alpha is the largest cohort of future consumers. And they’re quickly becoming a group marketers need to understand how to reach.

However, due to their unique upbringing and diverse worldview, Gen Alpha needs a different approach than other generations do.

They’re small but mighty. They have strong values around social justice and inclusivity. And their use of video games from a young age means they want to be active participants in finding solutions to real-world problems.

Because they've grown up seeing tech advance so quickly, they're optimistic about their ability to positively impact the world. In fact, they feel a responsibility to reverse the damage of past generations.

That’s a lot of big thinking for little minds.

Gen Alpha are not passive consumers either. They are active co-creators.

Having grown up with TikTok, Minecraft and Roblox, these kids want to participate in everything. Brands need to recognise that the relationships they develop with this cohort will be a two-way street.

These tweens and teens are also looking for personalisation. So they want products and experiences that reflect their individuality, values and creativity.

With these differentiators in mind, many brands have already started targeting Gen Alpha in their messaging.

And three brands in particular are doing a great job at connecting with these teeny tiny consumers.

Crayola

Marketing crayons to children sounds like florals for spring…groundbreaking.

But Crayola’s approach shows a deeper understanding of Gen Alpha than just 'here’s some crayons to scribble with.' Because not only does Crayola embrace creative expression, it also addresses social and environmental themes.

Through the My Way customisable crayon boxes, Crayola lets tweens create unique colour combinations. This ties into Gen Alpha’s desire to have ownership over everything they do.

The brand also created Colours of the World skin-tone crayons, which include 24 different shades. These appeal to the high value this generation places on diversity.

Crayola is very active on TikTok and YouTube. Their colourful DIY content ties into Gen Alpha's love for creative, hands-on activities (think: slime era.)

Sol de Janeiro

This brand's bright colours and tropical juicy fragrances have immediate appeal to Gen Alpha's love for everything cute and fun.

But it's the inclusive marketing and messages of body positivity through slogans such as 'Love all your Layers' that really resonate. This young cohort cares deeply about social justice and diversity, and that's something Sol de Janeiro understands.

Sol de JaneiroA video posted in January teasing its then-new Cheirosa 59 perfume drummed up millions of views on TikTok in its first week. The scent was then hailed as one of the best of the summer.

The brand also created its own Roblox universe in February--giving Gen Alphas an opportunity to connect with them in a playful context.

Disney

With Disney+, they’ve created an immersive, on-demand experience for their youngest audiences. Their content often focuses on positive messages, (hella) emotional storytelling, and characters that reflect diversity. This is a good thing, because one-third of older Gen Alpha kids say diverse representation on screens is important to them.

Disney caters to this need with films like Encanto, which had Disney’s first all-Latino cast. Coco had with deep ties to Mexican heritage. And the live action remake of The Little Mermaid subverted expectations by featuring Halle Bailey as Ariel.

They may be youngin’s right now, but Generation Alpha are well on the way to shaping the cultural and consumer landscapes. So brands who want to connect with this group should begin thinking about what this looks like sooner rather than later.

-Sophie, Writer