Brands like YouTube and Netflix are increasingly targeting Generation Alpha—those born since 2011—with marketing videos, signalling a shift in focus following the viral success of Gen Z trends.
From promoting museums to zoos, companies are adopting strategies previously aimed at Gen Z, utilizing slang to expand their reach on social media.
One recent viral sensation featured firearms expert Mark Murray-Flutter, 65, from the Royal Armouries in Leeds. His awkward yet charming use of Gen Z phrases like “rizzler,” “main character energy,” and “Pop off, queen” in a TikTok video garnered widespread attention, boosting the museum’s online profile. However, the marketing world is now turning its attention to the next generation—Generation Alpha.
Defined as those born between 2011 and 2025, Generation Alpha is already attracting interest from advertisers due to its growing influence. Australian social researcher Mark McCrindle explained that Gen Alpha holds “brand influence and purchasing power beyond their years.”
He emphasized that they are the most “materially endowed and technologically savvy generation ever” and are set to enjoy longer lifespans than previous generations.
As more children than ever before own mobile phones, Gen Alpha’s digital presence is undeniable. A recent survey even showed that YouTube has overtaken Netflix in popularity among this group.
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Jemima Cox, head of social sciences at insights agency Canvas8, noted, “Gen Z is often referred to as digital natives, but for Gen A, technology is completely second nature.”
This generational shift comes as concerns grow about the isolation and loneliness facing young people today. Researchers at C.S. Mott Children’s Hospital recently highlighted an “epidemic of loneliness” among American youth, with nearly a fifth of parents reporting that their Gen Alpha children lack friends.
Experts warn that social media, along with political and cultural divisions, is making it more difficult for children to forge meaningful connections.
Sarah Clark, a hospital researcher, stressed the importance of friendships for children’s emotional and social development, noting that feelings of isolation can negatively impact mental health and overall quality of life.
As marketers look to capture the attention of Generation Alpha, the strategies they employ will likely evolve to address both the opportunities and challenges of this emerging consumer group.
Like their predecessors in Gen Z, Gen Alpha’s influence on brand culture is expected to grow, with platforms like TikTok continuing to play a major role in shaping their experiences and interactions with the world. ~with Daily Mail Report
