Move over, Gen Z. Brands are already working to tap Gen Alpha as influencers.
Earlier this month, Claire’s introduced The Collab, a year-long marketing campaign featuring five Gen Zers and two Gen Alphas, the youngest of whom is seven years old. In May, the girls’ clothing brand Evsie created an ambassador program for those ages seven to 14. Meanwhile, the skincare brand Bubble lets anyone at least 13 years old apply to be a brand ambassador. The initiative is so popular that it had a waitlist of some 41,000 people as of July.
For the past several years, brands have scrambled to build a following among the highly-coveted demographic of Gen Z, people born between 1997 and 2009. From creating games for Roblox to appointing influencers on TikTok, brands jumped to be wherever Gen Z spent time and money. Now, it’s 2024 — the last year that someone can be born into Gen Alpha — and the landscape is starting to shift. As Gen Alpha grows up, gets on social media and nabs their first jobs, brands want to be right there with them. What’s more, brands are tweaking their marketing strategies to include these younger shoppers in a similar, but different way than they did with Gen Z a few years ago.
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