The WARC Podcast What marketers need to know about Gen Alpha
Aug 15, 2024
Cheryl Calverley, founder of The Den, and Harriet Kingaby, co-chair of the Conscious Advertising Network, dive deep into the world of Generation Alpha. They discuss the unique characteristics of this generation and the urgent responsibilities marketers face in their advertising practices. The guests highlight the impact of targeted ads on mental health and the need for ethical engagement strategies. They propose measures for brands to create genuine connections with Gen Alpha while emphasizing the importance of protecting children's rights in the digital landscape.
AI Snips
Chapters
Transcript
Episode notes
Gen Alpha Is Deeply Digital And Vulnerable
- Generation Alpha is highly connected and spends large amounts of time online, making them exposed to unprecedented risks from digital advertising.
- Advertisers must balance access to online spaces with protecting children's wellbeing and rights.
Build Ads With Safety And Age Design
- Adopt safety-by-design and age-appropriate design when creating and placing ads to reduce harm to children.
- Conduct child rights impact assessments and follow privacy-by-design principles for any advertising strategy.
Platforms Monetize Vulnerability
- Social media platforms monetize attention by surfacing content that preys on vulnerability, which can harm young people's mental health.
- Advertisers fund that attention indirectly and must recognise their role in the ecosystem's harms.