MARKEtING responsibly TO Generation Alpha...
the responsibility of Marketing products to the incoming generation
Have you considered your plan for marketing to Generation Alpha? As the responsibility is BIG and the future is NOW…
As a marketer (and a tween mum!), I can’t help but think a lot about Generation Alpha. We work with a lot of young, progressive brands who naturally attract a younger market. This initially makes us excited for our brands, the creative juices are flowing and we automatically think about how they can improve visual identity, brand positioning and be competitive in this space. However, with this also comes a HUGE responsibility! And as the PR partner for our clients, this is where strategy and thoughtful, ethical PR positioning can stand brands in good stead for the future - ensuring you are a brand who has ethically marketed and thought about generation alpha as individuals - who must be communicated with thoughtfully.
What We’re Seeing in Generation Alpha's Behaviour
The kiddos born from 2010 onward are the first generation to grow up fully immersed in the digital world. Alexa is living in many of their homes - and has done for as long as they remember. With youtubers and Tiktokers at their fingertips, we’re starting to see just how differently they interact with brands, social media, and content.
It’s a bit of a wake-up call for us marketers. We’ve got a huge responsibility when it comes to how we engage with this generation. It’s not just about selling anymore - it’s about doing it in a way that’s safe, positive, and actually good for their future! This is a tricky space to navigate. But it's also an exciting one.
Tips for Marketers to Get it Right with Generation Alpha
So, with so much noise and competition for brands to sell, sell, sell - what is our approach at BBCO.? And what are we 100% committed to achieve with our clients to ensure we ethically market to the next generation? We’ve been working on this with some of our clients, and here are five things we’re focusing on to make sure our messages land in the best way possible
Create Ethical and Positive Products Rooted in Strong Values
In today's world, the consequences of weak values are clearer than ever. The rise of fast fashion and profit-driven brands has shown us what happens when ethics are sidelined in favour of short-term gain. Who you are as a brand, and what you choose to offer, is one of the most important decisions you’ll make. Whether you're building a brand from the ground up or evolving an established one, consider the impact you have on the world around you. This isn’t just a passing concern for younger generations - it’s vital to their well-being and to the future of the planet they hope to inherit. Brands that lead with integrity, purpose, and responsibility will not only thrive, they’ll shape a better world for generations to come.
Focus on Safety, Not Just Sales
It’s no secret that social media is shaping the values and messaging our younger generation are exposed to. Brands like Lush Beauty have even stepped away from platforms that might expose kids to harm. It's a tough decision that comes with consequences (like losing sales), but it shows just how much they care about their mission. As marketers, we should think about creating safe, welcoming spaces for younger consumers. You don’t have to take away platforms entirely - but having a thoughtful strategy to your messaging, being clear on your values and where you stand in community conversations is important. We can help you shape this if needed.
Be Transparent and Real
Generation Alpha can tell if you’re being fake (they are so used to raw content now). They want to know what’s really going on behind the scenes - how your products are made, where they come from, and what your brand stands for. So be open and honest, even if it means showing the imperfections. They’ll appreciate the authenticity.
Be Inclusive
This generation understand diversity, and they expect the brands they follow to understand it too. Whether it's gender, race, or culture, representation matters. Show them that you understand this deeply (from your team set-up to your choice of content creator partnerships) and that you care about reflecting the world as it really is.
Inspire and Empower
Instead of just pushing products, why not inspire and empower this next generation? Create content that makes them feel like they can do anything, stand up for causes they care about, or just be their best selves. Generation Alpha is already into social good - help them feel like your brand is a part of that positive change.
Make It Fun and Interactive - and take them offline!
Generation Alpha loves to engage, so let’s not just send out messages - let’s get them involved! Think gamified and IRL experiences/events, challenges, or interactive content that lets them get creative. When they feel like they’re part of the process, they’re much more likely to feel invested plus we’re shaping IRL connections which has never been more important than ever.
The Bottom Line: We have a responsibility as Marketers - So have a plan!
The thing about Generation Alpha is that they’re not just the consumers of tomorrow - they’re already shaping the world in ways we can’t always predict. As marketers, we need to take a step back and think about the role we play in that. It’s not just about getting their attention, it’s about doing it in a way that’s thoughtful, responsible, and ultimately better for the future.
So, as we dive into the world of Generation Alpha, let’s make sure we’re creating experiences that are empowering, safe, and true to the values we believe in. They’re watching, and they’ll remember how we treated them.
Let’s do it right.
If you would like to have a strategy session with us on your current plan and ways to interact more positively - we’d love to hear from you? Looking for an ongoing PR partner to shape the future of your brand - we’d love that too! Reach out to Rachel@brandbuildingco.uk
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