Besides Millennials and Gen Z, there is a new generation that is quietly rising and promises to shake up the market – Gen Alpha. Although they do not possess significant purchasing power like previous generations, they have been and are quickly emerging, making it impossible for brands to ignore. Capturing the outstanding characteristics of this generation to incorporate into advertising campaigns is how Cros, Nutter Butter and LEGO have successfully conquered Gen Alpha.
Gen Alpha – Generation of Rebellion and Unique Personality
As the demographic group behind Generation Z, Generation Alpha (also known as Gen Alpha) was born after 2010 and most of them are children of the Millennials. According to the New York Times, there are more than 2.5 million Gen Alphas born globally every week (2015 data). And by 2025, Gen Alpha will reach 2 billion people, accounting for more than 20% of the global population with an estimated purchasing power of $4 trillion by 2030. With these impressive numbers, Gen Alpha is increasingly asserting its influence on the global economy.
Predicted to inherit many characteristics of Gen Z, Gen Alpha also has distinct differences compared to previous generations. As people born and raised with technology, Gen Alpha can be considered Digital Natives. Being exposed to and using technology from a young age helps this generation have a strong digital mindset and superior technology manipulation skills compared to previous generations. In addition, Gen Alpha’s characteristics are also shaped by an international and multicultural living environment. Extensive internet connectivity has allowed them to be exposed to diverse cultures around the world. From there, Gen Alpha easily accepts differences, has a more open view and is encouraged to express their personality.
For Gen Alpha, using social media has become an essential need, shaping the trend of loving humorous, fun content and promoting authenticity of this generation. With the rise of short form content formats on Tiktok, Facebook, Instagram, Gen Alpha is easily attracted by the entertainment of those videos . Generation Alpha is not only a consumer but also a content sharer and creator, so they are conquered by humorous videos, fun challenges or trendy “memes”. Unlike previous generations who are exposed to edited, “polished” images and content, Generation Alpha is easily conquered by content that is more intimate and authentic. It can be said that Gen Alpha is a unique and interesting generation following the Millennials, who are ready to create experiences and change the world.
Learn from 3 brands that have successfully leveraged humorous content to build authentic connections with Gen Alpha
Crocs – Embrace individuality and embrace a sense of humor
Crocs is famous for its “unconventional” design – the plastic sandals with ventilation holes, were initially considered “ugly” and unfashionable. However, Crocs did not try to change to fit the popular aesthetic standards, but instead recognized its unique personality and turned it into a strength. By embracing this difference, Crocs attracted young consumers, especially the Alpha generation, because of its authenticity.
In addition, the brand has succeeded in building a fun, unconventional image through meme marketing campaigns that young people enjoy. Crocs takes advantage of popular memes or creates its own memes to promote its products in a light-hearted and humorous way. Humorous, unpredictable, and sometimes “unusual” images make Crocs advertisements quickly shared and spread by young people on social networks.
Among the advertising campaigns that embody the spirit of Crocs, it is worth mentioning the collaboration with Nutter Butter. With this combination, Crocs launched a special Clog shoe model in Nutter Butter’s signature peanut brown color, along with unique Jibbitz (charm) accessories, shaped like cookies and other fun symbols. This design is not only aimed at Crocs fans but also an ideal collectible product for those who love Nutter Butter. The campaign attracted attention thanks to its creativity and nostalgia for the familiar cookie, helping Crocs continue to strengthen its image of “different fashion” and expand its appeal, especially with young users.
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Lesson for brands: Be yourself and stay true to your brand identity! As a generation sensitive to fake or flashy things, Gen Alpha is easily attracted to brands with their own identity. Therefore, brands should not try to change their personality but know how to turn it into a distinctive strength. |
Nutter Butter: Exploiting the element of surprise and appeal through the lens of absurdist humor
Nutter Butter is a famous American cookie brand, widely known for its peanut-like shape and rich peanut butter flavor. First introduced in 1969, over the decades, Nutter Butter has continued to attract fans of this cookie all over the world.
Nutter Butter has been pushing creative and absurdly humorous marketing campaigns on platforms like TikTok to reach young users. The brand has created short videos with almost unrelated and even bizarre content. These videos have no clear plot and tell random content such as the character Aidan being chased by a giant Nutter Butter cake, or scenes of objects covered in peanut butter, or other illogical images. But it is this confusion and oddity that makes viewers curious to speculate, thereby bringing in high interactions and shares on social networks.
By using “weirdcore” – a marketing style that is intentionally “bizarre” and confusing, the campaign quickly attracted attention and created a distinct mark for Nutter Butter. While this strategy is not suitable for all brands, Nutter Butter has succeeded in “catching the trend” and adapting to the preferences of modern youth, especially the Gen Alpha generation.
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Lesson for brands: Humor and surprise are effective “tricks” to defeat Gen Alpha. Brands need to create funny moments that are natural and random to make the audience feel interested and curious. In addition, concise content and visual images also need to be focused on to meet the tastes of Gen Alpha – people who grew up in the digital age. |
Lego and the Lego Life app: Encouraging creativity and creating a safe social media environment
As one of the most successful toy brands in the world, Lego is more than just a toy; it encourages children’s imagination and creativity. Lego is a prime example of a brand that effectively uses visually appealing and interactive content to appeal to Gen Alpha. The brand has built a strong presence on social media platforms like Instagram and YouTube by sharing engaging and interactive content that resonates with children’s interests.
In addition, Lego has also created LEGO Life – a social network where children can share their LEGO products, interact with LEGO characters, and participate in building challenges. Designed specifically for children under 13, this application is built with high security regulations to ensure children’s safety. Features such as random usernames, emoji comments, and LEGO avatars instead of real photos help limit the sharing of personal information and keep children under constant supervision. It can be said that Lego Life is a creative and engaging world, successfully attracting the attention of Gen Alpha. At the same time, building long-term attachment to the brand through creative content and safe interactions that are consistent with the values and interests of this generation.
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Lesson for brands: Brands need to understand the interactive needs of Gen Alpha to invest in applications or content on digital platforms. From there, create an interesting and safe digital environment for children to be creative, have fun and learn. Conquering Gen Alpha needs to start with the step of building trust with parents because their peace of mind is an important factor in the decision to buy products for Gen Alpha. |
What should brands keep in mind to have an effective strategy to reach Gen Alpha?
Harness the Power of Humor
As a generation that is passionate about humorous and short-form content, especially on platforms like TikTok and YouTube Shorts, brands can capture that need by creating humorous videos, telling simple but understandable stories, and allowing Gen Alpha to participate through fun challenges. In addition, brands should not ignore building cute and funny animated characters. LEGO has successfully used characters like Batman or Ninjago characters to convey humorous stories and provide fun challenges in the LEGO Life app.
Above all, the Alpha generation is still children growing up under the care and supervision of their parents, so if you want to conquer this group, understanding the psychology of parents is extremely necessary. Humorous content, both entertaining and educational, integrated into knowledge and life skills will help children absorb more positively, and at the same time, parents will be more assured.
Focus on Gen Alpha’s visuals and interactivity
Gen Alpha is easily attracted to vibrant visual elements and striking images. Brands can use vibrant graphics, cute characters, and eye-catching colors to attract attention. Or instead of just using static images, brands can create educational or entertaining stories through characters and plots like LEGO, Ninjago, or Friends animated shorts, combining action and humor for children to easily follow and experience like the characters in the movie.
In particular, the development of technology also allows the use of tools such as virtual reality (VR), augmented reality (AR), and interactive video to create unique experiences. AR is a powerful example of how Gen Alpha can connect with brands by turning every interaction into a game. Apps like Pokémon GO or the AR feature in LEGO Hidden Side allow children to interact with physical products in a virtual environment, combining the joy of play and learning.
Promote authenticity and social responsibility
Brands need to be clear about their product messages and be honest. Exaggerating about the product or making unrealistic promises can cause distrust. Beyond authenticity, Gen Alpha is also particularly concerned about social and environmental issues. To impress this generation, brands can demonstrate social responsibility through activities that benefit the community.
Being transparent about its manufacturing processes and the origin of its materials, such as LEGO’s public commitment to using recycled materials and its plastic reduction goals. In addition, they have committed to switching their products to entirely bio-based or recycled plastics by 2030. This not only creates a positive brand image in the eyes of consumers, but also affirms the social responsibility that LEGO pursues.
Respect for cultural diversity and integration skills
One factor that cannot be ignored when talking about Gen Alpha is the respect for diversity and inclusion. The development of the internet era has blurred the boundaries between countries and cultures as Gen Alpha can freely learn and experience diversity. Many brands such as Barbie have expanded their product lines to include dolls with different skin tones and body shapes, for all children. By respecting diversity and inclusion, brands can build trust and connection with Gen Alpha.
Conclusion:
The success of Crocs, Nutter Butter, and LEGO has proven that winning the hearts of Gen Alpha requires more than just providing the right products, but also connecting with their world through a digital lens. Investing in an authentic, diverse marketing strategy not only helps brands expand their market share, but also leaves a lasting impression, creating a solid foundation for the brand’s future.
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