Keeping Up With The Alphas
In the next 5 years, Gen Alpha’s (those born between 2010 and 2025) economic footprint is expected to reach £4.32 trillion (BBC), almost as much as millennials and Gen Z combined.
They may not be earning their own money or driving themselves to the shops, but they are certainly armed with algorithms and influence. Their inherent digital connection, combined with parenting styles that prioritise independent thinking, has afforded them unprecedented impact.
72% of parents of children between 5-7 say their kids ask for specific products and brands that they see online (EMarketer). Whilst they are also driving cross generational trends, with 95% of Gen Alpha parents discovering products through their children (DKC analytics).
Below we identify 3 considerations for marketing to this cohort, and the behavioural psychology that underpins them.
1 - Don’t patronise alphas - They identify as mini millennials over tweens
A generation more brand aware and sophisticated than any other. They want to engage with the same brands as their millennial parents. With accessible and aesthetic products that help them lean into adult tastes.
The explosion of skincare trends for young consumers, and the popularity of brands like Drunk Elephant are perfect evidence of this. The brand's colourful, aesthetically pleasing packaging taps into the psychological impact of visual stimuli on young people’s desire and makes the product highly "Instagrammable."
The brand's minimalist skincare philosophy resonates with younger consumers new to the category, appealing to the desire for ease and clarity.
2 - Help them stand out whilst fitting in
As young people explore and develop their personality, they are juggling the need for social acceptance and belonging, with their desire for self-expression and status.
The Stanley Cup transformed a utilitarian item into a fashion statement, and created a phenomenon. Benefiting from the psychological principals of social proof and the bandwagon effect, the product became a symbol of status. Variety, including colour choices and accessories, allowed Gen Alpha to express their individuality and express themselves.
3 - Understand they are inherently aspirational
55% of Generation Alphas want to buy the products their favourite YouTuber is using (Digital Voices Report).
They are easily influenced by social media personalities and UGC, looking up to ‘peers’ who embody the lifestyles and values they admire.
We are in the era of viral snacking trends. With brands like Takis, Doritos and Popadilics benefiting from the self-propelling nature of combining bold flavour with visual novelty on social channels.
At Quantum, we blend psychology, creativity, and innovation to create experiences that change the way people think, feel, and act. If you’re interested in unpicking the psychology behind your consumer, category, or product then we would love to get you in touch with our behavioural insights team at hello@wearequantum.co.uk.