As both a creative and a mom of two Gen Alpha daughters, this moment feels personal. It's an opportunity to ask not just, "Where will their attention go?" but also, "How can we do better by them?" When brands such as Ulta Beauty are pushing Caffeine Energizing Eye Patches to 10-year-olds through toy-like products, it's surely a wake-up call to rethink how we market and communicate to our expressive, impressionable preteens who, let's call it, will become the highest-spending generation.
TikTok's short, snackable content won Gen Alpha's attention, surpassing linear TV in daily engagement in 2024. Surveys showed that 21% of Alpha kids in the U.S. used TikTok, with 89% accessing it daily. These stats underscore how deeply woven the platform has become in their lives; what they don't account for is the unmeasurable halo effect on younger Alphas receiving content by way of siblings, peers, and other applications.
Now, there's an opportunity for a reset-for brands and competitive platforms like YouTube and Instagram to not only capture the attention TikTok owns, but also to create content that is socially and morally responsible for this generation.
This moment necessitates brands to pivot quickly and reflect on their approach to engage the loyal and chronically online demographic of Gen Alpha.
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