Opinion - Giraffe Insights

Future thinking… powered by real connections

Giraffe Insight’s Maxine Fox looks at strategic approaches which brands can employ to thrive in the world of Generation Alpha.

In the shifting landscape of consumer engagement, Generation Alpha provide us with a lens into the future, demanding innovation in how brands connect with them. As we look forward to 2025, with Gen Alpha set to make up a global cohort of 2.2b, brands are recognising the need for an evolution in their approach. As part of this shift, brands should remember that while technology and the digital world continues to evolve, real-life connections remain irreplaceable.

As experts in kids, youth and family research, Giraffe Insights helps brands to inform their future thinking by connecting with younger audiences. There are three key pillars of exploration that we have identified that can make the difference in ensuring brands stand out among Gen Alpha: unlocking the moments that resonate, uncovering the fundamental needs steering decisions and using language as a tool for forging lasting connections.

Here we utilise insights from our award-winning proprietary research studies to delve into these three pillars and the strategic approaches which brands can employ to thrive in the world of Gen Alpha.

Unlocking moments that matter

In the fragmented media landscape that Gen Alpha experiences, understanding why they choose to viewand not just how and what they view - is crucial for brands to instigate a lasting impact. Magic Moments are times in a child's daily routine where viewing is at its most impactful for the viewer. The Breakfast Club, Hobby Hole and Family Favourites emerge as cornerstone moments, constituting a staggering 83% of all advert recall.

The Breakfast Club

Mornings, characterised by child-led content, represent a unique space for supporting emotional intelligence. Brands can align their strategies with content that explores emotions, showcases teamwork and reflects relatable scenarios. Bluey, Paw Patrol, and Peppa Pig top the list of shows watched in this moment, playing to the need for connection and relatable narratives.

The Hobby Hole

As the afternoon unfolds, The Hobby Hole moment gains significance, especially with the rise of online viewing, and is often a solo viewing occasion for the child. Brands can tailor their content to this moment, recognising the potential for more detailed and personalised advertising. This moment represents an opportunity for brands to resonate with Gen Alpha by tapping into their individual interests.

The Family Favourites

Evenings is the time when co-viewing is most prevalent. This is a prime time for brands to address both child and parent simultaneously, maximising the persuasive impact of their message. A product seen during this moment is twice as likely to be requested by a child.

Fundamental needs steering decision making

Routine as a North Star

The significance of routine in Gen Alpha's decisionmaking process cannot be overstated. As an example of this, short-form content has become increasingly popular as it fulfils a need for quick and targeted experiences at certain points of the day. However, there is also an enduring appeal for longer form content, such as whole episodes and films, and this highlights the need for diverse entertainment experiences. Brands that understand the rhythm of Gen Alpha’s daily lives are most successful at seamlessly integrating into their routines, allowing them to become an integral part of their world.

Emotional intelligence

The need for narratives and products that support and develop emotional intelligence is a powerful motivator for Gen Alpha and their parents. The success of winning content and products among this generation lies in their ability to tap into themes around emotions, relationships, teamwork and relatability. These timeless themes are ones they consistently seek out in story arcs and role-play, transcending short-term trends.

Digitally diverse not digitally independent

While technology has introduced new opportunities for connection and support in their development, Gen Alpha feel less reliant on their digital devices than their millennial parents. Despite being born into a digital world, the role of family time and traditional play remains a key part of who they are and what they need, underscoring the timeless importance of play and exploration outside of the digital world.

Speaking the language

Language is a powerful tool that can either strengthen or weaken brand connections. Understanding how to resonate through language involves navigating the delicate balance between authenticity and relatability. It's about speaking their language without trying too hard, creating a narrative that resonates across generations.

Authenticity over mimicry

Speaking the right language involves authenticity rather than mimicry. While humour is appreciated, attempting to use the same vernacular as Gen Alpha can backfire. Brands should focus on being genuine, direct and unique in their communication. Authenticity is what Gen Alpha looks for in a brand and language is one of the strongest tools to demonstrate this.

Direct communication

Born into a world of instant connectivity, Gen Alpha values direct communication. Messages that are clear, concise and easily digestible cut through the noise and ensure that a brand's essence is conveyed without ambiguity.

Building trust through language

Language contributes to brand integrity, and trust is vital. Gen Alpha connects with brands that showcase an understanding of their values, emphasise product quality, diversity and customer connection. Building trust through language creates a foundation for longer-lasting brand connections.

Connections

The role real-life connections play in informing future thinking has never been more important. Placing research and insight at the heart of any decision-making process is the only way to truly stand out.

Unlocking moments in time, uncovering fundamental needs and mastering language are pivotal for brands aiming to create lasting connections. By strategically aligning with these elements, brands can navigate the current landscape and lay the foundation for a resilient and influential future in the world of Gen Alpha.