Twinkle, twinkle little consumers – why brands should court kids as young as 3 to win current and future sales

Kids in Generation Alpha don’t have any money, are too young to leave the house alone and in many cases can’t even read yet, but brands already need to understand what makes them tick.

Children in Generation Alpha are still mastering basic skills at pre-school and primary school, yet they’re already a major force in their own homes, influencing parents’ shopping decisions and using technology in way that’s as effortless for them as flicking through a picture book.

Martin Oxley, Managing Director at Buzzback, told the MRS Kids & Youth Research 2022 conference that kids aged between three and ten, dubbed Gen Alpha, are distinct from the generations who have gone before them in their habits, preferences and attitudes.

Gen Alpha’s influence on parents 

He urged marketers to think sooner rather than later...

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