Amazon and Nike are the top brands in households with Gen Alpha teens, an age group that wields significant sway over household purchasing decisions, according to an early look at data HarrisX and Allison Worldwide shared with Marketing Dive.
McDonald’s was the top-ranked food brand and third-ranked brand for both teens and their parents, but, when looking at teens alone, Chick-fil-A comes in second. Walmart comes in fourth overall, but is the top-performing brand for parents, largely due to strong performance among moms, per the data.
Of the approximately 67 million Gen Alpha children in the U.S., about 16 million are ages 13 to 16. These teens are largely raised by millennials, creating a household environment where both the parents and children grew up, or are growing up, with the internet, per the report.
The parents have tremendous influence over what brands their kids like, with 80% of teens saying their parents have sway over their preferences. Moms have a greater influence than dads, with the mother being cited by 73% of teenage respondents compared to the 58% who cited the father. The relationship goes both ways. Of the parents surveyed for the study, 91% said their teens influence what brands they like, more than any other influence measured.
“When it comes to shaping what brands Gen Alpha teens like, mom is more influential than any social media platform, creator or celebrity. Brands that miss the household will miss an early opportunity to build loyalty and commercial success with Gen Alpha and their gatekeeper mom,” said Anne Colaiacovo, CEO, North America of Allison Worldwide, in emailed comments.
The teenaged CMO
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