{"id":17215,"date":"2023-10-12T15:58:41","date_gmt":"2023-10-12T15:58:41","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/brands-are-taking-notice-of-gen-alpha\/"},"modified":"2023-10-12T15:58:42","modified_gmt":"2023-10-12T15:58:42","slug":"brands-are-taking-notice-of-gen-alpha","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=17215","title":{"rendered":"Brands are taking notice of Gen Alpha"},"content":{"rendered":"

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This summer, advertising research firm Adalytics released research about YouTube, claiming the video giant may have served ads on videos targeted to kids and installed cookies on the browsers of people watching those videos, potentially in violation of a federal privacy law. Google has denied the allegations.<\/p>\n

The report underscores the restrictions marketers can face when trying to reach Gen Alpha, whose oldest members are around 13 years old.<\/p>\n

Companies including Claire\u2019s and Crayola have rolled out campaigns geared toward the demo. Meanwhile, Disney+ and ESPN+ recently aired a Toy Story-themed NFL alternative telecast\u2014and next year\u2019s Super Bowl is set to have an alternate telecast on Nickelodeon\u2014in a bid to reach younger fans.<\/p>\n

As marketers try to capture this generation’s attention, they\u2019re relying on different strategies. Some are leaning into gaming and metaverse campaigns, while others are hoping to reach them via their parents.<\/p>\n

\u201cWe\u2019re going to see a lot more happening with Gen Alpha in the next two to three years,\u201d Christina O\u2019Toole, VP of marketing at Refuel Agency, told us.<\/p>\n

Chip off the old block<\/h2>\n

The Children\u2019s Online Privacy Protection Act (COPPA) prevents websites and online services from collecting personal data from kids under 13 without parental consent. More federal legislation could be on the way, as Congress considers more comprehensive bills that could place further restrictions on advertising targeted to minors.<\/p>\n

\u201cWe can reach audiences 13 and under, but it is a very challenging audience to reach from a marketing perspective. They are highly protected because of the laws around data collection,\u201d O\u2019Toole said. \u201cReally, the way that we, as an agency, are able to reach them, for the most part, is through their parents.\u201d<\/p>\n

For example, Refuel marketed the children\u2019s TV series Where\u2019s Waldo across 530 schools in the US. The agency created branded activities and a curriculum, with materials including activity sheets and classroom posters. Some of the take-home materials featured reminders to watch the show.<\/p>\n

Similarly, marketing agency Engage Youth Co. is currently pitching a nutrition app geared toward Gen Alpha. Brehnen Knight, the agency\u2019s founder and CEO, told us that marketing the app will involve showing parents how they can use the app with their children.<\/p>\n

Game on<\/h2>\n

Marketers are also using gaming and metaverse platforms, particularly Roblox, to reach Gen Alpha. Engage Youth Co. worked with the company behind online camping experience Camp Bonkers to integrate it with Roblox, letting players attend camp on the platform. Brands ranging from American Eagle to Walmart have also created experiences on Roblox.<\/p>\n

YouTube is another platform that\u2019s popular among Gen Alpha: A study conducted this year by digital agency Razorfish and research firm GWI that surveyed 500 members of Gen Alpha between the ages of 8 and 10 found that 51% \u201cfirst hear about brands through YouTube videos.\u201d<\/p>\n

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Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

This year, BloxSnacks, a fruit snack and juice brand, debuted with the help of YouTubers. Jon Lesser, CEO of BloxSnacks, described the company as \u201cthe first creator-led CPG brand made for Gen Alpha\u201d in a LinkedIn post earlier this year.<\/p>\n

Each of its flavors is tied to a specific YouTuber who has a stake in the business; for instance, its mixed-fruit variety features Aphmau, a gaming creator. BloxSnacks, which sells its products at Walmart, has made more than a million dollars in sales each month in the six months it\u2019s been available, according to Modern Retail.<\/p>\n

(Not) cut from the same cloth<\/h2>\n

As marketers increasingly pay attention to Gen Alpha, they\u2019ll find that\u2014like any generation\u2014they\u2019re not a monolith.<\/p>\n

\u201cThere\u2019s so many diverse groups of folks within the Gen Alpha community. From a sophisticated marketing perspective, you can\u2019t just plug in generalities,\u201d Knight said.<\/p>\n

Some marketers predict that, given how close Gen Alpha is to Gen Z in age, they are likely to share some of the same values: \u201cWe see a lot of similarities in the data from the generation that they\u2019re on the cusp of,\u201d O\u2019Toole said. \u201cThey\u2019re the most diverse generation in America, or they\u2019re going to be. They are a technology-native generation, and they\u2019re really strong believers in cause.\u201d<\/p>\n

For many brands, Gen Alpha isn\u2019t their target audience just yet. Take Dormify, a company that sells dorm room essentials and d\u00e9cor. Amanda Zuckerman, co-founder, president, and chief brand officer of Dormify, told us that Gen Alpha is currently a \u201csatellite audience\u201d for the company.<\/p>\n

\u201cWe have a new crop of students that are starting college every single year. Every year, the intent is the same, but maybe some of the behaviors or patterns or trends that we\u2019re seeing are different,\u201d she said. \u201cWe have to continuously evolve based upon what is authentic to that generation at any given time.\u201d<\/p>\n

Even though Gen Alpha might not be Dormify\u2019s core customer base just yet, Zuckerman said their habits are already impacting how the brand can reach them.<\/p>\n

\u201cThey\u2019re growing up on the internet. The age gap between this generation and the creators or influencers that they\u2019re following and looking up to is getting wider and wider, so they have such an understanding of what college life is like because of how online they are,\u201d she said. \u201cSo what that means for us is, it\u2019s a bigger opportunity to reach that younger audience with creators that we might already be working with.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This summer, advertising research firm Adalytics released research about YouTube, claiming the video giant may have served ads on videos targeted to kids and installed cookies on the browsers of people watching those videos, potentially in violation of a federal privacy law. Google has denied the allegations. The report underscores the restrictions marketers can face […]<\/p>\n","protected":false},"author":1,"featured_media":17216,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-17215","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nBrands are taking notice of Gen Alpha | Brandiary<\/title>\n<meta name=\"description\" content=\"This summer, advertising research firm Adalytics released research about YouTube, claiming the video giant may have served ads on videos targeted to kids\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=17215\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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