This summer, our long running qualitative study Families@Home enters its 4th year. This latest instalment delves into the vibrant and rapidly evolving world of Generation Alpha’s fandom.

As we embark on this latest wave that heard from 17 children (born from 2010 onwards) and their parents, we’re reminded of the distinctive value that this longitudinal study offers. Families@Home isn’t just about collecting data; it aims to speak to kids to understand what’s on their minds, what’s big in their lives at the moment, and truly understand what life looks like for kids today.

This wave set out to explore what fandom looks like for Generation Alpha. We asked about their favourite brands and what these brands are doing that makes them so successful amongst this audience. Our study sheds light on how Gen Alpha discovers new brands and the journey that transforms a brand from a fleeting interest to a steadfast favourite.

Gen Alpha are truly a digital generation and our findings highlight the pivotal role of platforms like YouTube in fostering these brand relationships. We also spoke to parents to understand how they feel about their kids being so immersed within the digital world – a tricky dynamic to navigate for anyone in this day and age!

If you’re looking to understand or engage with this next generation of consumer, our one-pager summarises what fandom looks like for Gen Alpha.  If you’d like a more comprehensive exploration of these insights, we’d love to talk you through the results in detail – please contact [email protected] to arrange a session for you/your team.

https://redcresearch.com/wp-content/uploads/2024/09/[email protected]