Gen-Alpha Teens Are Quietly Becoming the Household’s Most Powerful Brand Influencers

Forget the focus group. Ask the teenager.

BY KACHELLE PRATCHER
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Inc. recently featured findings from the Gen Alpha Household Influence Study, new research from HarrisX and Allison Worldwide examining how Gen Alpha teens and their parents shape brand preferences, discovery and purchasing decisions.

In the article, “Gen-Alpha Teens Are Quietly Becoming the Household’s Most Powerful Brand Influencers,” Inc. highlights one of the study’s central findings: influence inside the household is no longer moving in just one direction. Teens are introducing brands to their parents, while parents still play a major role in determining which brands ultimately earn trust and purchasing power.

The study covered 1,500 respondents and 25 brands. Among the findings highlighted by Inc., 91% of parents say their teen shapes which brands they themselves like, while 62% of what parents buy for their Gen Alpha teens starts with the teen asking for the brand by name.

Inc. also interviewed HarrisX Founder and CEO Dritan Nesho about what is driving this shift.

“Influence at the end of the day is about relevance, and it’s about trust,” Nesho said.

As brands try to reach Gen Alpha and their parents across different platforms and touchpoints, Nesho emphasized the need for a strategy that connects both sides of the household.

“Those messages have to dance together well.”

And ultimately:

“Any strategy that misses any half of that is an incomplete strategy.”

Read Full Inc. Article Here: Inc.com