Building the Gen Alpha Connection
To effectively connect with Gen Alpha, brands need to be authentic, digitally savvy, and socially conscious, while embracing new technologies and platforms. By understanding the unique characteristics and preferences of Gen Alpha, digital natives who already have a great deal of buying power through their parents, brands can create meaningful connections that foster loyalty and drive long-term success.
As a truly 21st century-born generation, it’s essential for brands to connect with Alphas, and understand their unique preferences, challenges and experiences. According to Capitv8’s blog, “Gen Alpha Marketing: How to Effectively Connect with Gen Alpha,” it’s important to recognize Gen Alpha’s early exposure to technology particularly during the pandemic, which has accelerated their relationship with devices, virtual learning and entertainment. Captiv8 also notes other key characteristics to effectively connect with Gen Alpha:
1. Embrace Technology: Gen Alpha is growing up in a world where technology is omnipresent. To connect with this generation, it’s essential to embrace and leverage the digital tools and platforms they engage with. Whether it’s through interactive apps, games, or social media, integrating technology into your communication and engagement strategies can make the connection more authentic and relatable.
2. Tap into Household Purchasing Power: A large majority of parents say their children influence their purchase decisions. Understanding the preferences, interests, and behaviors of Gen Alpha is crucial for brands seeking to tap into this demographic. Consider creating campaigns that not only resonate with Gen Alpha but also assure parents of the brand’s safety, value, and positive impact.
3. Create Inclusive and Diverse Content: Diversity and inclusivity are said to be integral values for Gen Alpha. Ensure that your content and messaging reflect a diverse range of perspectives, backgrounds, and experiences. Representation matters, and Gen Alpha is quick to notice and appreciate brands that embrace diversity.
Keeping Brands Cool for Kids
During TMRE 2025, Ben Younie, Insight Director, Global Accounts at Beano Brain, and Audrey Birner, Insight Director at Beano Brain, will hold the session, “Coolest Brands for Gen Alpha! Who Makes the Top 100, and What Makes a Brand Truly Cool for Kids?”
This is the third year we’ve dived into answering the question: “What makes a brand truly cool for kids?” We’ve done this by gathering spontaneous mentions from hundreds of hours of interviews with kids and teens aged 7-14 in the U.S., observing firsthand what brands they are engaging with and talking about, leaning on our proprietary, longitudinal Trendspotter panel and then quantitatively measuring brand love with our unique, innovative direct-to-kids Omnibus. Who has made it into the Top 100 and what can your brand learn from the winners?
Three Key Takeaways:
- Which brands kids actually think are cool in 2025.
- A deeper understanding of what drives cool for kids.
- How brands can make a relevant connection with Gen Alpha kids. We’ve spent the last year answering this question: What makes a brand truly cool for kids?
Diving Deeper into Gen Alpha
In “Connecting with Generation Alpha,” at the Media Insights & Engagement Conference, Seth Adler of All Things Insights had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence at Paramount. Cammy, along with Sophia Ingram, Director of Marketplace Intelligence, Paramount Advertising, presented a session called “The Rise of Alpha.”
Generation Alpha, or the cohort of kids born after 2011, have already lived through many unique experiences. A new study from Paramount Advertising and Nickelodeon explores the factors impacting Gen Alpha’s identity, relationships, community, aspirations for the future and connection with media and brands.
The Digital Journey to Engaging with Alpha
Like with other generations, honing marketing and branding messages to Generation Alpha could change over time and as they age. Being adaptable in your strategies is key, as well as being open to exploring new marketing channels such as influencer and creator communities, for example. Embrace digital immersion, develop a strong presence online. Tailor content with personalized experiences and engage them with interactive content.
Gen Alpha values honesty and authenticity. Brands should be transparent in their messaging and practices. Show that your brand cares about social issues that are important to this generation, like sustainability and inclusivity. Community building is also important, as Alphas expect collaboration and social interaction with their brands. Communication is a two-way street.
As Brandastic notes in its blog, “Marketing for the New Generation: How Gen Alpha is Changing the Game,” “The future of marketing is here, and it’s got a new face—and a sense of humor—like never before. Meet Gen Alpha, the tech-savvy, meme-loving crowd born between 2010 and 2025. Even though they’re still young, Gen Alpha is already changing the digital marketing game and by 2025 their influence will only continue to grow. As brands try to get their attention, it’s clear: the old marketing playbook is out the window.” It’s time to raise your game for Gen Alpha.
Brandastic offers a few tips of its own to win over Alphas:
1. Memeify: Gen Alpha loves random, weird, and meme-inspired humor. Grab their attention by thinking outside the box and creating content that’s fun and shareable.
2. Be Authentic: Forget perfect content. Gen Alpha values authenticity and self-aware brands. Embrace your quirks and imperfections to build stronger relationships.
3. Engage and Interact: Gen Alpha loves to be part of the conversation. Don’t just push out content – invite them to share, tag, and participate. The more interactive the better.
4. Be Unpredictable: Gen Alpha is drawn to brands that take risks whether it’s trying out weird trends or embracing offbeat humor the more unexpected the better.
Video courtesy of Idomoo
