C&B team shares how brands targeting Gen Alpha need to aim to target two audiences, including their parents.
We are in the era of dual-gatekeeping.
Brands targeting Gen Alpha need to clear two hurdles: cool enough for kids and safe enough for parents.
The decision-making process is fragmented: get it wrong and the sale is gone.
Myth #1
“It’s easy to earn Gen Alpha’s trust.”
Fact #1
Only 25 per cent of Gen Alpha trust information from social media ads.
Myth #2
“Just market to the parents then.”
Fact #2
95 per cent of parents discover new brands through their Gen Alpha children first.
Myth #1
“Influence peaks in teen years.”
Fact #1
From the age of 5, children begin to influence family purchases.
The big picture
$27B
in annual spending is directly controlled by Gen Alpha.
80%
of Gen Alpha trust their parents over social media for information.
42%
of household spending is now influenced by children between 8-14.
The dual approval chain
Brands doing it right
Sincerely yours
Promotes skincare through community building.
- 60,000 teens consulted during development.
- Transparent ingredient sourcing builds parent trust.
- Father-daughter founders’ model understands the dual-audience approach.
Everden
Skin and haircare co-created with each generation.
- Formulas evolve from babies to ‘tweens’.
- Worked with 200 teens on scents and packaging.
- Researched by Stanford/
Harvard dermatologists for parent validation.
Bottom line
Brands targeting Gen Alpha are selling to two customers, not one. The comms that win are the ones that master generational marketing: offering value by selling to the families through kids.
