Reaching Gen Alpha, Gen Z and millennials—key differences marketers need to know

While brands remain obsessed with reaching Gen Z, millennials are still a critical audience and Gen Alpha is rising in importance to marketers. But what works when marketing to one generation might backfire with another. So brands should tailor their messaging accordingly. For instance, marketing related to gaming works well for Gen Alpha, Gen Zers are into exclusivity and millennials crave practicality. “It's not often that a brand only wants to speak to one generation, but they also don’t want to alienate others,” said Geoffrey Goldberg, chief creative officer and co-founder of agency Movers+Shakers. “We advise brands to build elasticity into their brand expression. Think of it like having a wardrobe and you wear different pieces for different events—have different platforms or messages for each generation.” Below, a closer look at marketers should know about each generation, based on research reports and interviews with experts. Check out the latest Ad Age events and award programs Gen Alpha Born starting in 2010, Gen Alphas are true digital natives: Around half (49%) of Gen Alphas own tablets, according to Morning Consult, making it easier for them to access content and play games. Favorite platforms Since the oldest Gen Alphas are 14, many of them are not old enough to have their own social media accounts. But while most of them are not making content, they are certainly consuming it, especially on YouTube. “If you are trying to talk to Gen Alpha, pull out of cable and linear,” said Julia Moonves, senior VP of advertising sales & brand partnerships at pocket.watch, a kids’ entertainment company and digital content studio. “Put it towards YouTube, CTV, OTT and streaming. YouTube told us that over 30% of the audiences for these [kid-focused] channels are watching on living room TVs.” Also read: Pocket.watch’s Julia Moonves pioneers Gen Alpha marketing strategies Gaming platforms including Roblox and Fortnite are also popular, and Gen Alpha views them as a creative outlet and a way to socialize. A 2022 study by consumer research platform GWI suggested almost half of children between the ages of 8 and 11 talked to their friends online while they played games. More and more, younger consumers are also turning to social media as a way to shop. Another survey by GWI of social media users aged 12-15 found that “finding things I want to buy” as a top reason for using social media was up 11% in the first quarter of 2024 from the same time last year. Still, “digital natives are not digitally exclusives,” as VML pointed out in a recent report. Indeed, in-store shopping is having a bit of a resurgence with younger consumers, as Ad Age recently documented. Preferred content Like with other generations, brands are encouraged to let creators take the reins to best reach younger audiences, according to Amanda Klecker, senior VP of marketing and franchise at pocket.watch. “Kids will watch videos about a lot—pretend play, gaming, arts and crafts, cooking. Basically anything that kids can be interested in,” said Klecker. “But it should be a kid being a kid. They should enjoy making the content.” Still, this does not mean putting a 9-year-old in charge of your brief—their parents should also be involved and “it’s important for brands to vet,” she said. She notes a difference in how Gen Alpha finds content compared with millennials. “Millennials go spearfishing,” she said. “They need to fix something, there is a tactical reason for checking out a YouTube video. But kids are not like that. They want to watch a travel vlog, or learn how to draw animals.” Movers+Shaker’s Goldberg also noted that toy unboxings, seeing how something is built, or watching others play games also works well. Opinions on creators Forty-nine percent of kids trust product recommendations from influencers as much as those they get from friends or family, according to a report from influencer marketing agency Digital Voices. Experts pointed to MrBeast, DudePerfect, Ryan’s World, Toys and Colors and Kids Diana Show as popular creators. @toysandcolors.us Sasha and Max car rescues and adventures with toy ep2.#fypシ゚viral #toysandcolors #toysplay #longervideos #funny #children #fyp #cute #kids #viral@toys and colors @toys and colors @toys and colors ♬ original sound - toys and colors @mrbeast This was a struggle lol 😅 sprinting with more and more money ♬ original sound - MrBeast “Authenticity appears to be of the utmost importance to Gen Alpha, and the fact that more than one-third of them see creators as role models speaks volumes to how much authentic and relatable voices resonate,” said Josh Campo, CEO of Razorfish. Read more: How brands can work with Gen Alpha creators What else to know Gen Alpha loves gaming and uses it as a form of entertainment, learning and socializing, according to a joint report by GWI and Razorfish that surveyed over 3,000 Gen Alpha consumers. They also like concise tips, shortcuts and insights over long-winded content. The report also found that Gen Alpha has twice as many interests as Gen Z and suggests marketers should offer a variety of products and experiences, both in-person and digitally, to appeal to Gen Alphas’ range of interests. A report by Hotwire found that YouTube, Netflix, McDonald’s, Nike, Oreo, Nintendo, Roblox and Disney were just a few brands that Gen Alpha considered the “coolest” brands. Also read: 20 brands catching Gen Z’s attention Gen Z Born between 1997 and 2012, Gen Z is one of the most diverse and vocal generations. (The various organizations that classify Gen Z often have a two-year overlap with Alphas between 2010 and 2012.) Gen Zers generally want brands to take a stance on social issues, be transparent about their values and build positive communities. They are also very sensitive if brands appear inauthentic. Favorite platforms TikTok and Instagram are still Gen Z’s main platforms, with YouTube gaining ground. A recent report by Morning Consult found that Gen Z trusted TikTok, Snapchat, Spotify and Twitch more than other generations. Gen Z, however, is aware of the “doom scroll” and social media’s impacts on mental health, according to Shaina Zafar, executive at UTA Marketing Nex Gen. Platforms like Pinterest and BeReal have also become more popular as Gen Z looks for lo-fi content and to worry less about how they are being perceived by followers. Opinions on creators As the generation native to social media, Gen Z is used to having an intimate look into the lives of creators, Zafar said. “Creators can feel like a digital best friend,” she said. She pointed to Emma Chamberlain, Victoria Paris, Omar Apollo and the Mian twins as examples of popular Gen Z-focused creators. Movers+Shaker’s Goldberg added Alix Earle and Nara Smith to the list. @victoriaparis perfect hair for euro summer ♬ original sound - xxtristanxo @omar.apollo brooooo i cant stop 😩😩😩who gone match my freak???????? ♬ Nasty - Tinashe Preferred content Gen Z is used to creators using social media as a kind of digital diary, and they like to feel included. “Social media is a part of self-expression for them,” said Goldberg. “The day-in-the-lifes, the get-ready-with-mes, try on hauls, general storytelling and opening up.” At the same time, this generation can feel lonely, Zafar said. “The idea of exclusive groups are very in, which is why drops or pop-ups do really well,” she said. “And we want to feel like part of a group that is inclusive, which is a hard line to thread.” Zafar also notes that educational sub-genres have been trending, with Gen Z looking to learn about something they are not familiar with, or getting more understanding around something they already love. Also read: Inside McDonald’s subculture marketing What else to know Gen Z also wants to see brands display their values. This is the generation that cares about the environment and mental health and wants to see how companies support their employees, such as letting the social media team take a mental health day. Zafar advises brands to make more local moments as well. “Are there communities who overlap with your brand who are already doing local events? Then how can you support them? It doesn’t have to be a big experiential thing, but giving some capital, sponsoring an event that is already happening can be a great way to win over consumers.” Hotwire found that Nike, YouTube, Fenty Beauty, Apple, TikTok, the NBA and Chick-fil-A resonated with Gen Z. Hermes and Cartier were among the brands that gained ground with Gen Z in the first quarter according to the latest Ad Age-Harris Poll. Gen Z is also savvy about when brands are not walking the walk. “They are the most vocal on brands being transparent and wanting to see themselves in marketing,” said Goldberg. “They don’t like being spoken to, they like being spoken with.” Zafar says that doing your research can help achieve that. “Keep in mind the difference between cultural appreciation and cultural appropriation,” she said. “I think we make a lot of assumptions about what Gen Z wants and what they want to see, but if you want to talk to a specific community, go find primary sources in those communities. Have them consult or be part of a campaign.” “Brands may worry about getting ‘canceled,’” she continued. “But if you as a brand show that you asked experts in a certain community, you bring the receipts and be honest, that goes a long way.” Millennials Born between 1981 and 1996, millennials can feel a little misunderstood, having grown up on the “American dream,” but now finding that hard to achieve, according to Goldberg. One important distinction for marketers to keep in mind is that millennials with kids are entirely different consumers from those without kids, according to Jeff Fromm, senior advisor at online ticket broker Tickets For Less and author of several books on generational marketing. Favorite platforms Like younger generations, millennials are using TikTok, YouTube and Pinterest. Goldberg notes that brands seem to not give Pinterest a harder look. “Gen Z likes it because it's social media without the social media and the pressure to post,” he said. “Gen Z also uses it to be more active and immediate—what tattoo do I get? What hairstyle should I wear? What do I have in my closet that would make a ‘grandpa core’ outfit? Millennials use it to plan longer-term, like a wedding day or a nursery.” Also read: Inside Pinterest’s efforts to court Gen Z Opinions on creators Because millennials came of age in the financial crisis and may be struggling with debt or trying to buy a home, many turn to dark humor as a release valve. “Millennials have an affinity towards creators and brands that help them feel understood,” said Goldberg. “It’s a way to cope with not getting picked for a house, not being able to have the second kid, or navigating corporate culture.” He points to creators Corporate Natalie and Rod. Nostalgic creators such as Erin Miller resonate as well, reminding millennials of the ‘90s or early 2000s. @corporatenatalie Worst, Natalie :) My sweater is @Revolve and linked in my TT bio! #wfh #emailoutro #comedy #corporate ♬ original sound - CorporateNatalie @overthemoonfaraway she wuz a sk8er grl 🛹🤘#2000s ♬ original sound - Erin Miller Preferred content Along with humor, millennials are looking for brands to provide quality products, not necessarily overshare about their brand purpose or DE&I efforts, said Goldberg. Fromm agreed: “Useful is the new cool for millennials,” he said. “Branded content is not necessarily a bad thing, but value matters to millennials. If they want to learn more about a brand’s sustainability efforts, that should be available, but is probably secondary to a good user experience.” When it comes to brand qualities, 53% of millennials said they want a brand to be reliable, according to a GWI report. What else to know Fromm noted that millennials, including those with kids and those without, also have an eye toward experiences and want content that helps surface those. “It could be going to a baseball game or concert,” Fromm said. “Or maybe it's seeing that cool new restaurant for date night, or what places are kid-friendly.” A way that brands could win with millennials is to start internally with company perks. “We found that 72% of millennial employees wanted live events as a perk and less than one in four companies offer those according to a Harris Poll we ran,” said Fromm. “We already have pet insurance or legal advice —why not add discount tickets for events? Hotwire found that ChatGPT, Shein, Coke Zero, MLS and Apple resonated with millennials. Cannes Lions coverage See all of the Grand Prix winners here Top 5 Grand Prix campaigns

Reaching Gen Alpha, Gen Z and millennials—key differences marketers need to know

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