Building Brand Trust AND Loyalty with Gen Alpha and Their Millennial Parents
By day, I’m a marketer who partners with clients to strategically connect with their audiences. By night, I’m a mom of two Generation Alpha kids—observing (and sometimes questioning) how brands speak to them. At work, I talk about “reaching audiences,” but at home, I call it “targeting them.” See the shift in language? Same concept, different perspective!
I believe my work has shaped my kids’ ability to recognize marketing in their daily lives. In fact, it’s fun when I see Vimarc’s work “in the wild,” like when our Outlet Shoppes of the Bluegrass holiday ad aired. Instantly, I paused the show and pointed out to my kids how my colleagues created that spot.
Of course, I’m not naive enough to think my influence is the only reason they notice ads, recognize logos, sing jingles, etc. It reflects a broader trend among their generation—one that marketers can’t afford to ignore. But it does make me wonder: How can brands connect with this generation?
THE EVOLUTION OF SOCIAL MEDIA
As a Millennial, I know Gen Alpha is growing up in a very different world from mine. For instance, MySpace and Facebook launched during my college years, and I didn’t post on Instagram until 2013 (just before the birth of my Gen Alpha child). Now, in 2025, my IG feed is filled with influencer content and digital ads based on previous brand interactions.
This shift illustrates how brands have adapted to the evolution of social platforms. In 2013, brands focused heavily on organic content to build their community of followers. Twelve years later, those same brands leverage that community with data-driven ad targeting strategies.
WATCH OUT, WORLD: HERE COMES GEN ALPHA
This generation is the first to grow up fully immersed in digital experiences, which have shaped their expectations for instant access, interactive content, and seamless brand engagement. Here’s what else we know about them.
UNDERSTANDING GEN ALPHA: DIGITAL BEHAVIORS AND IMMERSIVE BRAND ENGAGEMENT
Unlike Millennials, who experienced the shift from analog to digital, Gen Alpha has distinct digital behaviors worth considering.
Screen time – Many Gen Alpha kids spend more time watching YouTube and playing online games than watching traditional TV.
Preferred platforms – Gen Alpha kids can easily spend hours every day on platforms like YouTube, TikTok, and Roblox. At least once a week, two-thirds of 6- to 8-year-olds search for Roblox videos on YouTube*, and over 30% of Gen Alphas watch YouTube and YouTube Shorts for more than two hours a day.**
Immersive and interactive experiences – Gen Alphas don’t just consume content—they want to engage with it.
With these characteristics in mind, let’s take a closer look at an example of a Gen Alpha behavior—one of many that brands must embrace to truly connect with this audience.
NIKE + ROBLOX = A GAME-CHANGING EXPERIENCE
In 2021, Nike announced the launch of Nikeland on the Roblox platform. My Gen Alpha son is the prime audience for this as it combines two of his favorite things: gaming and sports! While my son may not realize it, Nike is influencing his connection and appreciation of their brand without relying on conventional advertisements. This approach deepens his engagement with Nike, keeping their brand top of mind when the time comes to buy cleats, hoodies, or basketball shoes. At a very early age, he is already being influenced to recognize and appreciate Nike’s iconic brand.
WINNING OVER GEN ALPHA
We know that Gen Alpha’s brand awareness is already informing parents’ purchases on Gen Alpha’s behalf. This influence will only continue to grow in the future. Brands must go beyond traditional ads if they want to win over the Gen Alpha audience. They must be willing to build meaningful connections by creating authentic content that is interactive on platforms—like YouTube and Roblox—where this generation prefers to spend their time. Brands that can establish trust early, with both Gen Alpha and their Millennial parents, will be better positioned to secure long-term brand loyalty and relevance in the future.
Feeling like Gen Alpha could be a tough code to crack? No audience is out of reach when you’ve got the right message—delivered the right way. From Gen Alpha’s digital-first mindset to Baby Boomers’ brand loyalty—and every generation in between—Vimarc knows how to connect with diverse audiences. Let’s work together on a hyper-targeted strategy that engages, resonates, and converts your unique demographic. Ready to get started? Reach out today.
