Marketing Sector Braces for Revolution: Gen Alpha Set to Reshape Marketing Strategies
Dani Mariano, leading figure at Razorfish.
The clock is ticking.
The marketing world is on the brink of another significant change. We've navigated the tumult of the pandemic, an unexpected event that demanded immediate adaptation and innovation. Two-thirds of corporate boards have accelerated their digital business initiatives in response.
Now, generative AI is reshaping how we create, communicate, and complete daily tasks. The full extent of its impact is still being charted, with Gartner predicting that over 80% of companies will utilize generative AI APIs or generative AI apps by 2026.
Before long, we'll face a novel challenge—Gen Alpha. This demographic, kids born between 2013 and 2028, will revolutionize how brands engage with consumers. Marketers must prepare, not just for a demographic shift, but a fundamental alteration in consumer expectations and behaviors. The pandemic expedited digital interactions and seamless online experiences. In our agency's research, we discovered that by age 6, over 40% of Gen Alphas are using tablets, and by age 7, more than half engage with video game consoles.
This moment is unlike any previous youth culture gap. Growing up in a post-pandemic, digitally transformed world is significant, but combine it with the advent of generative AI, and technology's influence on this generation is unprecedented. Understanding their thought processes and feelings will be a challenge, and comparing them to generations past isn't the solution. Gen Alpha is the first generation raised in a world that is truly on-demand. They will expect more from the brands they interact with—more than brands have ever been required to deliver.
Postponing action may seem appealing since the oldest Alphas aren't adults yet. But I believe the time to act is now if brands want to stay relevant during this transformation. Gen Alpha will necessitate a new marketing approach—one that is seamless, innovative, and authentic. This kind of transformation won't happen overnight.
For brands willing to seize this opportunity, here are four steps to prepare:
1. Be Flexible Across Multiple Platforms
Our research reveals that Gen Alpha expects brands to have a consistent presence across various devices and platforms. By the time they're teenagers, they'll have as much access to devices as the average adult. Your marketing strategies should seamlessly transition from smartphones to tablets, and from social media to emerging technologies like virtual reality. Deciding which tech investments to make can be daunting, but ensuring your brand maintains consistency across all touchpoints will be paramount to making an impact with this evolving generation of consumers.
2. Be Swift and User-Friendly
In an era of instant satisfaction, Gen Alpha prizes speed and convenience. Remember, one-day delivery from Amazon is the norm for these kids—it's not special. Whether through quick customer service or prompt delivery, brands must prioritize minimizing friction at every customer journey stage. The continued development of generative AI could aid this, enhancing efficiency and responsiveness.
3. Be Undeniably Genuine
Like their Gen Z predecessors, Gen Alpha values authentic brands. Show this through meaningful advocacy on social and environmental issues or complete transparency in business practices. Being transparent and revealing more of the brand can lead to increased connections and trust. For a generation where over a third view creators as role models, neglecting their need for authenticity would be a substantial omission.
4. Be Connected and Community-Focused
While they celebrate their individuality, Gen Alpha thrives on community and collaboration. We found that learning with peers is their second-favorite method, and communal learning is their third. Environments that encourage interaction and engagement can provide them a sense of belonging and shared purpose. This is apparent in gaming experiences: We discovered that this generation sees gaming as a creative outlet (unlike Gen Z who plays for an escape), but also a social gathering place (often digitally in today's world). Brands should consider how to create environments where Alphas can connect and grow—through online communities or collaborative initiatives.
Embrace Change or Risk Fading Away
Preparing for this marketing transformation may be challenging to discuss with C-suites and boards. But this evolution is not a routine development; it's a strategic business necessity. Brands who recognize the urgency and implement the necessary steps can reap significant rewards. Focus on personalization through innovative technology that delivers immersive, interactive experiences capable of impressing even the most critical Gen Alpha skeptics.
Of course, this transformation will require investments in technology, talent, and data to be successful. It won't be a one-time event, as consumer preferences change, and these kids gain more tech exposure and are influenced by ever-shifting environments. Gen Alpha will not be an exception to this.
The choice is clear: Prepare for this marketing transformation, or risk becoming obsolete. Ask the brands that ignored the call for Gen Z if they'd attempt it again—and I bet you'll get the same answer from each of them. Learn from past mistakes to ensure brands remain impactful and relevant as this new generation emerges. The clock is ticking.
Exclusive Agency Council is a selective gathering for top-tier executives in thriving fields such as PR, media strategy, creative, and advertising hamlets. Am I eligible?
After recognizing the need for a new marketing approach to connect with Gen Alpha, Dani Mariano, the leading figure at Razorfish, suggests four steps for brands to stay relevant.
During the Exclusive Agency Council meeting, the topic of Gen Alpha and their impact on marketing strategies is a major discussion point, with Dani Mariano sharing their agency's findings as a key expert in the field.
