Generation Alpha may still be years away from full purchasing power, but its influence on household spending and brand decisions is already significant. The latest ARF Knowledge at Hand and accompanying CMO Brief examine how this generation discovers brands, uses media and AI, influences family purchases and moves between digital and physical shopping environments. The research also highlights why marketers should not look at Gen Alpha as a monolithic segment but instead consider age, developmental stage and the continuing influence of parents when building relationships with this emerging generation.
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At this event, the ARF Social Council presented research on how creators and influencers are reshaping the social media landscape and what these shifts mean for brands’ media, creative, and measurement decisions. The three speakers from Dynata, Kantar, and SmithGeiger moved from consumer behavior (who follows creators, where they spend time, and how trust translates to purchase) to marketer strategy (how creator work is being deployed and how to evaluate its effectiveness at scale) and finally to a category-specific deep dive in entertainment (what creator marketing does differently than traditional marketing for Gen Z and Millennials). Their presentations were followed by an engaging moderated discussion. All of the speakers and the moderator were either members of the Social Council or colleagues of Council members.
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