Horizon Media's research in "The New Media Multiverse" highlights a paradigm shift in media consumption among millennial parents and their Gen Alpha children. Unlike previous generations, these digitally native families display a collaborative approach to content and purchasing decisions, with children significantly influencing parental choices. This challenges traditional marketing methods that target individual decision-makers, urging brands to engage multiple influence points. Matt Higgins from Blue Hour Studios suggests this research reveals future trends in branding and marketing strategies over the next decade, emphasizing the importance of adapting to evolving family dynamics.
This isn't a parenting guide - it's not a guide for only kids-focused brands to do marketing... where marketing, where branding, where influence, is going for the next 5, 10, 15 years.
77% of millennial parents acknowledging that 'my child/children are more influential in determining purchases than I was to my parents.'
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