Kids aren’t passive consumers anymore. They’re co-authors. Alphas gain real influence at home and in culture. Brands start designing for participation, not passivity.
Chris Danton
Chris Danton
Garrett Clark
Sora
Sincerely Yours
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They embrace self-selected digital hermit-dom. Not completely, but often. As Alphas' agency expands online, the countermove is retreat. Post-social media worlds emerge where teens make the rules away from prying eyes. And quiet, analog, real-time experiences and interests rise. They are doing it not for the feed but for the fun. Think long, slow experiences like movies, golf, chess, the list goes on. But don’t be fooled, they won’t be playing it in your old-school ways.
When it comes to Gen-Z/Gen-Alpha, influencers will take a back seat to community. There's been a lot of recent backlash for over-consumerism and being out of touch with the general state of the economy (see: Jaclyn Hill), so we'd love to see more brands do PR trips with regular consumers they gather through public UGC instead of paid creators.
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