Ahead of the holiday season, it's critical that brands get in front of the right audiences to build momentum before the shopping rush truly begins. For family brands, this means understanding how Generation Alpha – the only generation thus far to grow up in the era of streaming – influences family purchasing decisions.
It’s easy for marketers to exhaust resources on Gen Z. Their buying power is increasing as they come of age, they’re regularly and loudly expressing their opinions and preferences via digital channels, and they’re the first generation to grow up alongside social media.
While Gen Z will continue...