Now is the time for brands to build relationships with Gen Alpha: The generation is worth over $28 billion in direct spending, with billions more indirectly.
Article
| Aug 12, 2024
Gen Alpha is on track to become the largest generation. Banks must start building relationships with children today to convert them into customers as they grow up.
Report
| Apr 16, 2024
Report
| Mar 26, 2024
Gen Alpha is “very savvy when it comes to brands,” said Dani Mariano, president of Razorfish. But the young generation has different attitudes toward technology and learning than their older counterparts. They’re open to learning from brands, especially when creators are involved. And they’re eager to interact with others, both on and offline. Here are five key stats from Razorfish’s recent report on Gen Alpha.
Article
| Jun 25, 2024
Today’s podcast episode of The Banking & Payments Show discusses why financial literacy is so important in younger generations (Gen Z and Gen Alpha), not only for individuals but also for financial institutions and society. In ‘Headlines,’ we examine Gen Z’s low functional knowledge of personal finances and then shift gears for the ‘In Argument’s Sake’ segment to debate whether improving financial literacy among young people is outdated. Listen to the conversation as host, Rob Rubin, welcomes our analyst Maria Elm and Sumit Arora, Global Head of Consulting at Persistent Systems, to the podcast.
Audio
| Jun 11, 2024
Self-reported spending is down 6% among US teens (which includes Gen Alpha and Gen Z consumers), but they are still shelling out on beauty, according to Piper Sandler’s latest Taking Stock with Teens survey.
Article
| Apr 12, 2024
Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha’s social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.
Article
| Mar 28, 2024
South By Southwest was last week, and AI and VR were all the buzz. Gen Alpha is growing up with these technologies, which means the next generation of consumers will not just be used to AI and VR—they’ll expect to see it. Here are three takeaways from our analyst regarding tech trends at the event.
Article
| Mar 20, 2024
More like this:. 5 key stats on Gen Alpha: Brand impressions, learning opportunities, and online attitudes. Teens ramp up spending on beauty, pull back on shoes, apparel. Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox. Kids and AI: From usage to education and risks.
Article
| Aug 2, 2024
“For Gen Alpha, growing up with AI is going to be the norm,” said Flores-Marquez. “The fact that it's just already so intuitive and incorporated into their world is fascinating to me.”. 3. AI perils exist, but kids may be more vigilant. Social media was quickly used as a bullying tool, and AI has unfortunately followed suit.
Article
| Jul 8, 2024
A rundown of the top trends and takeaways for advertisers from public policy- and privacy-related conferences held in early April.
Report
| Apr 24, 2024
Disney has a youth problem: YouTube is increasingly the destination for children's content, which doesn't bode well for the House of Mouse.
Article
| Jul 16, 2024
Still, the habits of this youngest generation—Gen Alpha—are largely centered around one platform. Nearly every US kid uses YouTube. YouTube is the go-to social platform for Gen Alpha. Sundar Pichai, CEO of YouTube parent Google, was noticeably absent from the January 31 Senate hearing.
Report
| Mar 8, 2024
Walmart’s campaign targets Gen Alpha by incorporating kids’ slang and fashion trends, and features Taylen Briggs, an elementary school-aged TikToker. Viewers can shop the 250 back-to-school products featured via a YouTube link or Roku’s text-to-shop feature. Pinterest also played a significant role this back-to-school season.
Article
| Aug 9, 2024
As digital natives, Gen Alpha and Gen Z have grown up with accelerated brand familiarity, fueling trends such as “Sephora kids.” This early affinity to adult brands may also be why several of the top 25 coolest brands aren’t directly geared toward children, including Amazon, Nike, and Target. This was originally featured in the EMARKETER Daily newsletter.
Article
| Aug 28, 2024
Product safety issues could derail Chinese ecommerce platforms’ growth ambitions: Shein and Temu are struggling to keep products with high levels of toxic substances—as well as those hazardous to babies and children—off their marketplaces.
Article
| Aug 16, 2024
Forecasts
| Aug 23, 2024
Source: EMARKETER Forecast
Forecasts
| Aug 23, 2024
Source: EMARKETER Forecast
Forecasts
| Aug 23, 2024
Source: EMARKETER Forecast
Forecasts
| Jun 12, 2024
Source: EMARKETER Forecast
Has holiday creep crept over the line? Brands risk turning off consumers by launching Christmas countdowns in August and offering pumpkin spice lattes before kids head back to school.
Article
| Aug 23, 2024
Sometimes, consumers don’t behave how we expect. Despite their digital-native status, Gen Zers still shop in-store, while baby boomers are all about new-kid-on-the-block Temu. And though they’re still mostly children, Gen Alphas are making their mark on the retail landscape.
Article
| Feb 12, 2024
In today’s episode, host Bill Fisher is joined by analysts Paul Briggs, Paola Florez-Marquez, and Minda Smiley to discuss the role that social media platforms are being asked to play in protecting children online. Is regulation, and subsequent heavy fines, about to force them to get more serious about this?
Audio
| May 28, 2024
Chart
| Jun 27, 2024
Source: Razorfish; GWI
Chart
| Jun 27, 2024
Source: Razorfish; GWI