By Kate O’Loughlin CEO of SuperAwesome
Gen Alpha is already rewriting the rulebook on culture, technology and brand value, and they’re doing it in ways that are distinct and fast evolving. This generation isn’t only shaping their own future but setting the stage for how brands engage with their customers for decades to come.
Any strategy to engage Gen Alpha needs to begin with a deep understanding of how they navigate culture, form connections, and shape their identities. But whether it’s because of undervaluing younger consumers or not being clear on how to approach them safely, companies often fall into the trap of operating on generalized assumptions. And given the now entirely digital and hypersonic rate of change among them, the generalization compounds missteps amid an increasingly fragmented media landscape.
Younger audiences aren’t passive consumers but active participants in defining trends, movements, and communities. Understanding not just where they spend their time, but why they engage with particular passions and fandoms, is critical for marketers looking to secure brand loyalty and build authentic and lasting relationships.
Passions and Fandoms: The Foundations of Youth Identity
We recently conducted research that highlights that kids and teens form strong emotional bonds with their interests. These aren’t just fleeting hobbies – they’re a reflection of identity and social belonging. In fact, 74% of young audiences feel more connected to brands that share their interests or engage with their passions in some way. Brands striving to foster authentic relationships with youth audiences need to ensure that brand interactions are grounded in trust and aligned with their values.
To connect meaningfully with young audiences, marketers should first distinguish between two key drivers of engagement: passions and fandoms.
- Passions are deeply personal and shape how kids and teens see themselves. Whether it’s gaming, music, sports, or creative expression, these interests influence identity and inform how young people interact with the world around them.
- Fandoms add a communal dimension to these interests, creating spaces where young audiences engage with like-minded peers. By participating in fandoms, they find a sense of belonging, co-create culture, and shape conversations within their communities.
60% of kids and teens engage with their passions daily, while 56% interact with their fandoms every day. This high level of engagement highlights the need for brands to understand these interests in order to foster loyalty and trust with young audiences.
The Role of Early Identity Formation in Brand Loyalty
While brand loyalty may seem like a consideration for adult consumers, its foundation is often laid in childhood and adolescence. Our research highlights that by age 16, many young consumers have already formed strong preferences that influence their purchasing decisions well into adulthood. This makes the early years a pivotal time for fostering trust and resonance rather than simply driving short-term engagement.
However, marketers have to approach this with care – superficial attempts to engage without genuine understanding risks alienating young audiences. Simply being present on the platforms where kids and teens are isn’t enough, brands must align with their values and the deeper motivations behind their interests.
Successfully Engaging with Youth Audiences
To create meaningful connections, marketers should consider the following principles:
- Align with passions meaningfully: Young audiences engage deeply with their interests, and brands that integrate authentically into these spaces – through storytelling, collaborations, and high-quality content – will foster stronger emotional ties.
- Recognize the power of fandoms: Fandoms are more than casual communities; they are hyper-engaged spaces driven by connection through shared identity. Marketers who understand the nuances of these groups can collaborate in ways that feel organic rather than intrusive.
- Create value-driven interactions: Kids and teens expect brands to reflect their values. This means prioritizing creativity, inclusivity, and meaningful contributions to their digital spaces, rather than just advertising within them.
The Broader Influence of Youth on Household and Cultural Trends
Young audiences are in a unique position, holding both direct purchasing power and a significant influence on household decision-making. Parents frequently turn to their children for input on entertainment, technology, fashion, and even food choices, influencing more than $500 billion of purchases in the UK and the US. Furthermore, trends that start in youth culture often ripple out, influencing broader social behaviors and shaping trends that extend beyond their own generation.
More than 8 in 10 kids and teens engage with their passions primarily online, making digital spaces vitally important for connecting with them. Understanding how youth culture influences wider trends can help brands create strategies that are not just relevant now, but also resonate in the long term.
Shifting the Mindset: From Transactional to Relational Engagement
Marketers looking to engage with kids and teens should move beyond short-term marketing tactics and instead focus on building lasting relationships based on trust, shared values, and authentic interaction. Performance and success should be measured by how well relationships are built, not just short-term sales. The brands that succeed will be those that respect young audiences as cultural contributors and active participants, rather than just consumers.
By deepening their understanding of youth passions and fandoms, marketers can foster engagement that is not only meaningful in the present but also lays the groundwork for future brand affinity. In an era where young audiences are shaping digital culture at an unprecedented pace, recognizing their role as key influencers, not just within their own generation but across broader landscapes, will be essential for long-term success.
