I've seen my fair share of changes in the industry. One of the most significant changes has been the rise of Gen Alpha, the generation born after 2010. This group is growing up in a world that is more connected than ever, with access to information and technology that previous generations could only dream of. As a result, brands need to approach them in new ways. In this post, I'll discuss how brands should and shouldn't communicate with Gen Alpha.
First, let's talk about what we know about Gen Alpha. According to a study by Hotwire, this generation is more diverse and inclusive than any previous generation. They're also more tech-savvy, with many of them using technology before they can even speak. In fact, a study by Pearson found that 74% of toddlers and preschoolers can navigate a smartphone or tablet without any help.
So, how should brands approach this generation? Here are a few do's and don'ts:
Do: Be authentic and inclusive
Gen Alpha is growing up in a world where diversity and inclusion are more important than ever. They expect brands to be authentic and inclusive in their messaging. This means that brands should feature a diverse range of people in their advertising and make sure that their messaging is inclusive of all races, genders, and sexual orientations.
One brand that does this well is Target. They've made a concerted effort to include people of all backgrounds in their advertising, and they've been praised for it. In fact, a study by Ace Metrix found that Target's ads featuring diverse families scored higher than their ads featuring traditional families.
Don't: Use outdated stereotypes
While it's important to be authentic and inclusive, brands should avoid using outdated stereotypes. This means avoiding gendered messaging and racial stereotypes. For example, a study by The Female Quotient found that 76% of women find it frustrating when ads rely on gender stereotypes. Similarly, a study by Kantar found that racially stereotyped ads are less effective than those that avoid stereotypes.
Do: Use social media
Gen Alpha is the first generation to grow up with social media. They're used to having access to information and entertainment at their fingertips, and they expect brands to be active on social media. This means that brands should be using platforms like Instagram, TikTok, and YouTube to connect with this generation.
One brand that does this well is Lego. They have a strong presence on social media and use platforms like YouTube to showcase their products and engage with their audience. In fact, a study by Sprout Social found that 40% of Gen Alpha parents follow brands on social media to get ideas for activities to do with their kids.
Don't: Neglect traditional media
While social media is important, brands shouldn't neglect traditional media. Gen Alpha still watches TV and listens to the radio, so brands should be using these mediums to reach them as well. This means creating TV ads and sponsoring family-friendly programming.
One brand that does this well is Chevrolet. They've created a series of ads featuring families using their cars for road trips and other adventures. These ads have been well-received and have helped to boost the brand's image among families.
Do: Use humor
Gen Alpha responds well to humor. They enjoy funny videos and memes, and they appreciate brands that can make them laugh. This means that brands should be using humor in their advertising and social media posts.
One brand that does this well is Oreo. They've created a series of ads and social media posts that use humor to promote their products. For example, they created a social media post that said "Dear parents, it's pronounced Oreo, not Ore-no" with a picture of a child holding a package of Oreos upside down. This post went viral and was shared by thousands of people.
Another brand that uses humor effectively is Old Spice. They've created a series of ads that are over-the-top and ridiculous, but they're also incredibly memorable. For example, their "The Man Your Man Could Smell Like" campaign featured a shirtless man riding a horse and declaring that using Old Spice would make men irresistible to women. This campaign was a huge success and helped to reposition the brand as a hip and edgy choice for young men.
Don't: Be too pushy
While humor is a great way to connect with Gen Alpha, brands should be careful not to be too pushy. This generation is more skeptical of advertising than any previous generation, and they don't respond well to aggressive sales tactics. Instead, brands should focus on building relationships with this generation by creating content that is helpful and informative.
One brand that does this well is Huggies. They've created a series of videos that provide tips and advice for new parents. These videos are informative and helpful, and they don't come across as pushy or sales-y. This has helped to build a strong relationship between the brand and their target audience.
Do: Emphasize sustainability
Gen Alpha is growing up in a world where environmental sustainability is more important than ever. They're acutely aware of the impact that humans are having on the planet, and they expect brands to be responsible and sustainable. This means that brands should be emphasizing their sustainability efforts in their messaging and advertising.
One brand that does this well is Patagonia. They've made a concerted effort to be environmentally responsible, and they've used their advertising to highlight this fact. For example, their "Don't Buy This Jacket" campaign encouraged consumers to think twice before making a purchase and to consider the impact that their purchases have on the environment. This campaign was a huge success and helped to position Patagonia as a responsible and environmentally conscious brand.
Don't: Be too serious
While sustainability is important, brands should be careful not to be too serious in their messaging. Gen Alpha responds well to brands that are fun and engaging, so brands should be using creative and playful approaches to emphasize their sustainability efforts.
One brand that does this well is The Body Shop. They've created a series of ads that are playful and fun, but also emphasize the brand's commitment to sustainability. For example, their "Banana Shampoo" ad featured a cartoon banana singing about the brand's use of sustainably sourced bananas in their products. This ad was entertaining and engaging, but it also helped to reinforce the brand's commitment to sustainability.
In conclusion, Gen Alpha is a unique and demanding generation, but they also present a huge opportunity for brands that can connect with them effectively. By being authentic, inclusive, and humorous, brands can build strong relationships with this generation and create long-lasting brand loyalty. By emphasizing sustainability and providing helpful content, brands can also position themselves as responsible and authentic.