Eight years old.
That’s the new age parents think their generation Alpha kids’ knowledge of tech outstrips their own.Global communications agency Hotwire and WIRED Consulting released two studies related to generation Alpha: the impact of technology and culture on their generation, and what their parents had to say about their use of technology. The studies revealed many interesting facts about generation Alpha (children born after the year 2010), including:
- 87% of U.S. parents believe the technology their kids use now will be a benefit in their future careers.
- Over 60% of U.S. parents have followed their children onto a social network, compared to 49% of the rest of the world.
- 84% of US parents have downloaded Instagram and Facebook simply because their kids were on it.
“As a parent of generation Alpha myself, I’m experiencing first-hand how technology is just natural to today’s children. Brands need to take note of what the parents of generation Alpha have to say – both to understand how to best target family and home life today and to future- proof themselves for when generation Alpha comes of age,” said Laura Macdonald, head of consumer, North America at Hotwire.
For the past few years, I’ve researched both mom influencers and generation Alpha in great detail, with my findings included in a recent Women’s Wear Daily article on celebrity mom influencer Kim Kardashian’s daughter, North West.
Just like their mothers who control 85% of household purchases, today’s children are swayed by the recommendations of friends and online influencers. 37% of American parents say their children are most likely to ask them to buy a toy or gadget because a friend has it, while 22% say their children are most swayed by online influencers.
It’s only logical that mom influencers create independent brands for their generation Alpha children, leveraging their relationships with brands and social media marketing skills. This is why I’m not surprised by the latest trend in influencer marketing: mommy and me influencing. I’ve called today’s version of mom influencing a resurgence of the Tupperware business model, and in that same vein, online generation Alpha influencers are ‘digital’ pen pals for the 21st-century child.
Destiney Green is undoubtedly one of the biggest mom influencers in the U.S. today. Averaging over $26,000 per month in revenue from brand partnerships with companies like Target and Walgreens, she’s turned her social media presence into a successful personal brand: Mom Crush Monday. Three years ago, after realizing how quickly children were adopting technology and noticing the success of other kid influencers, Destiney created a personal brand social media page for her then two-year-old daughter Honor (of TheHonor.Code).
Today five-year-old Honor has over 7,000 followers on Instagram, and though this figure seems small compared to other kid influencers such as Ryan Kaji (of Ryan ToysReview), Honor boasts an impressive 30-day engagement score of 13%. Put into perspective, Honor is considered a generation Alpha microinfluencer- she has fewer followers than a traditional celebrity kid influencer but a very high engagement score (average engagement score range between zero and ten percent).
Destiney discusses why she felt it was important to create a personal brand for Honor, pursing influencer relationships on her behalf:
“Honor is an intricate part of my brand as a mother, so this is all she’s known. We live in a digital time, and I wanted her to get in on the magic early to begin to create a space for herself. One of the best decisions I have ever made. I’m starting to see her thrive with her public speaking and confidence.”
Honor is vocal and loves to create video content, so Destiney confirms Honor will soon add a YouTube channel to her social media presence, as brands look to evolve their communication with generation Alpha consumers.
Destiney believes her Mom Crush Monday brand is not only investing in Honor’s future but also helping Honor monetize her life for years to come.
“I have moms ask me all the time, ‘Why should I start a social media page for my child?’ My answer is this: if executed in a purposeful, strategic fashion, when the child turns 18, they will have their own business. What better gift could you give your child than generational wealth?”