Media Buying Briefing: Here’s why agencies say it’s not too early to understand Gen Alpha
For close to a decade now, the media industry — media agencies included — have focused a tremendous amount of attention and money on Gen Z. Is it too early to now focus on Gen Alpha?
Some agencies and marketers think not. The generation succeeding Gen Z will be the first entirely digital-only generation — more plugged in and surrounded by newer digital innovations like artificial intelligence, virtual and augmented reality content, and social media influencers from day one. This group is also growing up in a global pandemic, making Gen Alpha more comfortable with remote workplaces, social distancing and hybrid or virtual events and activities.
Now agencies are beginning to research and learn about this cohort born after 2010, as experts say the work will be crucial in connecting with future generations. While it is important to study Gen Alpha, this should be a “forward-looking approach,” rather than marketing to this group right now, said Josh Campo, CEO of Razorfish, an interactive agency within Publicis Groupe.