Gen Alpha isn't falling for your old marketing tricks

The landscape of marketing is shifting at lightning speed, and at the heart of this change is Generation Alpha—those tech-savvy, creative kids born from 2010 onward. While marketers are still busy figuring out Millennials and Gen Z, Gen Alpha is quietly (and sometimes not so quietly) shaping how brands engage with them. If you thought you could apply the same strategies that worked with their older siblings, think again. Gen Alpha isn't falling for the old tricks.

Who is Generation Alpha?

Before we get into why they’re different, let’s take a closer look at who we’re talking about. Generation Alpha is the first generation born entirely in the 21st century, growing up in a world where iPads and voice assistants have always existed. They’ve never known a world without YouTube, TikTok, or smartphones. For them, technology isn’t just a tool—it’s a part of their everyday lives. According to Razorfish and GWI, their relationship with brands is reflective of this reality, and it’s turning traditional marketing on its head.

They’re not buying what you’re selling (literally)

One of the most striking insights from the Razorfish study is that Gen Alpha doesn’t care about celebrity endorsements. Only?14%?of them are influenced by celebrities, a stat that would have been unthinkable in the days when Michael Jordan sold us sneakers or Beyoncé made us crave soft drinks. Gen Alpha has grown up in a world saturated with ads and knows the game well. They’ve seen the influencer bubble swell and are far less impressed by famous faces selling products.

What does get their attention? Brands that inspire them. This generation values creativity, innovation, and learning—if a brand can teach them something, they’re all in. Companies like LEGO and Nike aren’t just brands to them; they’re creative partners, platforms for self-expression. It’s no longer enough to throw a recognizable face at a product. Brands need to align with their interests and values if they want any chance of making an impression.

Trust in influencers? Not so fast.

The traditional idea of “influence” is crumbling under the weight of Gen Alpha’s skepticism. While Millennials and Gen Z have been captivated by influencers, Gen Alpha is more cautious.?Only 21%?of them look up to athletes or celebrities, preferring content creators who can give them educational, engaging content. Gone are the days when slapping a famous name on a product was enough to drive sales.

Take a look at the rising popularity of platforms like YouTube and TikTok, where “edutainment” thrives. Gen Alpha loves learning, but they want it to be fun. They’re tuning in to science experiments, how-to videos, and educational games that teach them useful skills. When they’re online (and they’re online a lot), they’re not just consuming—they’re absorbing, learning, and even creating.

In a way, it’s a paradox: the most digitally native generation is also one of the most socially conscious. They value experiences and education over flashy celebrity endorsements. As a marketer, this means it’s time to rethink the traditional influencer strategy.

The digital native with a real-world edge

Gen Alpha’s comfort with technology is undeniable. Parents report that?62%?of them are more social than previous generations, and they’re balancing online interaction with in-person experiences. While they use the internet to research brands, products, and ideas, they still want face-to-face interactions.

This hybrid of online exploration and offline engagement means brands need to craft seamless omnichannel experiences. They’re not just clicking on ads; they’re also discovering brands at school events, through hands-on activities, or via interactive experiences that bring the digital and physical worlds together. If you’re only focusing on digital ads and celebrity partnerships, you’re missing out on a huge chunk of what makes Gen Alpha tick.

Gamified learning: their love language

It’s no surprise that Gen Alpha has embraced gaming in a way that other generations haven’t. For them, gaming isn’t just a way to pass the time—it’s a powerful educational tool. According to the Razorfish study,?53%?of them prefer games and apps that teach useful skills. They want to learn, and if they can have fun while doing it, even better.

This has led to a boom in “gamified” experiences, where brands like Duolingo and Minecraft are creating interactive environments that encourage learning through play. It’s not enough to simply entertain Gen Alpha—you have to engage them on a deeper level. This means content that challenges their problem-solving skills and stimulates their creativity.

What this means for marketers: Authenticity is key

So, how do you market to a generation that doesn’t care about celebrities, avoids traditional influencers, and is more interested in learning than buying? The answer lies in?authenticity?and?education.

1. Offer value beyond the product: Gen Alpha wants to learn. They’re curious, and they appreciate brands that can teach them something new. Whether it's a how-to video, an interactive app, or even an in-person workshop, they want value that goes beyond the product itself.
2. Be authentic: Forget the glossy, overproduced ads. Gen Alpha craves realness. They can spot an insincere message from a mile away, so it’s essential to craft narratives that feel genuine and resonate with their experiences. Brands like Patagonia, which focus on sustainability and real-world impact, are winning their trust.
3. Embrace content creators: While they may not trust traditional influencers, Gen Alpha loves content creators who blend entertainment with education. Partnering with creators who offer tutorials, challenges, or behind-the-scenes content can help you tap into their world.
4. Leverage gamification: If your brand can incorporate gaming elements into its strategy, you’re golden. Look at how Nike’s fitness challenges or educational games like Kahoot! keep Gen Alpha engaged. The trick is to make learning fun and interactive.

The road ahead

Gen Alpha’s preferences are shaking up the marketing world, forcing brands to rethink their approach. What worked for Millennials and Gen Z won’t fly with these kids, and that’s a good thing. As they grow older and their buying power increases, they will demand more from brands—more creativity, more authenticity, and more value.

Brands that embrace this challenge and adapt to Gen Alpha’s needs will come out on top. They’ll win not just customers, but loyal advocates who will engage with their content, share it, and—most importantly—talk about it.

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References

Razorfish, & GWI. (2023).?The new rules of marketing: How Gen Alpha is changing the game. GWI.