Kid-fluenza - The influence of Generation Alpha on consumer behavior

Although Generation Alpha is still young, they already have a significant influence on consumer behavior. They may not have their own income (apart from some pocket money), but they greatly impact their parents' purchasing decisions. Our European research shows that more and more children (4 to 14yrs old) are deciding for themselves what clothes they wear (64%), what they want to eat (59%), which cosmetic products they use (30%), and so on. But it doesn’t stop there: they also impact joint activities…

Millennial parents and their Alpha kids

Today's parents – often Millennials – involve their children more frequently in choices. Only 31% of European Gen Alpha parents say their child has no influence on their purchasing decisions. Going on vacation? Bet the kids will have a say in the destination (because "I want to go to Disneyland!"). Grocery shopping? There's a good chance products end up in the cart because the little one recognizes the brand from YouTube.

Brands are well aware of this and respond accordingly. Child marketing 2.0 is subtler than the TV commercials of the past. Nowadays, you see toy reviews on YouTube by peers, or 10-year-old TikTok influencers showcasing the latest sneakers. Brands often approach Gen Alpha through influencers who appeal to them – think of popular YouTubers unboxing toys. This works because Alphas build trust with these online idols.

One of the most famous Gen Alphas is probably North West, daughter of Ye and Kim Kardashian. As a TikTok star, she already started sharing her skincare routine from a very early age. A trend we see reflected in our European research with 44% of 10 to 12-year-olds influencing personal care brands. There’s a growing market of challenger brands targeting these young consumers with skincare products, like JB SKRUB, Allkinds Jelly Wash or Evereden Kids Healthy Habits Starter sets, specifically targeting Gen Alpha. But we also saw powerful campaigns by established brands such as Dove and Kiehl’s to stand up against children adopting adult skincare routines with clever advertising campaigns. Their goal is to raise awareness that our kids should stay kids and remind us of the importance of using suitable skincare.

Eco-Kidivists: Gen Alpha's environmental consciousness

Brands should consider what Alphas care about. Many companies choose to appear more environmentally friendly and socially conscious because young customers (and their parents) find this important.

In fact, 1 in 10 European Gen Alpha children have asked their parents to buy ethical or sustainable brands and eat organic.

A brand example successfully reaching these eco-kidivists is Cartoon Network’s Climate Champions, a multiplatform campaign that uses Cartoon Network’s beloved brands, animation, and fun-filled storytelling to inspire and empower children aged 6 to 12 yrs to take on daily challenges to collectively make a world of difference in the fight against climate change. From the "Toothbrush Hero" challenge, encouraging water-saving habits during teeth brushing, to the "Red Light Scavenger Hunt" prompting families to turn off standby devices, and the "Bag Up Your Bags" project advocating for reusing plastic bags, the campaign offers practical and easily achievable actions.

But authenticity is crucial: these critical consumers can easily see through fake messages, even though they are still children.

Gen Alpha's digital consumption patterns & pester power

Did you know that in 2024, Gen Alpha children named YouTube as the "coolest brand," followed by Netflix? This indicates their consumption pattern: digital entertainment and online shopping are as common to them as candy and toys. Traditional toy brands must keep up with this trend: toys come to life in apps, and dolls need their own YouTube series to remain relevant.

And although parents ultimately hold the purse strings, Alpha children have "pester power" – if they really want something, parents are more likely to buy it. In fact, companies notice that Gen Alpha's popularity directly affects sales figures. For example, the popularity of sports brands like Nike and Adidas among this youth increased by double digits in a short time, simply because the kids suddenly found these brands "cool." As a result, Gen Alpha is already seen as "the consumer of tomorrow" that you need to consider today. Some companies even involve children in product development through panels or test subjects – that's how important their opinion is.

As brands continue to adapt to this emerging demographic, it's crucial to understand and engage with these young consumers authentically. For more in-depth insights into Generation Alpha, be sure to check out our Meet Gen Alpha keynote story. And stay tuned for more updates & insights on how this generation is transforming the market landscape.