Reaching the Next Generation: Gen ZalphaSocial Media Marketing
- RougeLink
- Mar 24
- 3 min read
Young people today hold massive influence in the digital world. Brands are taking notice, hiring young creators, adapting their marketing, and finding new ways to engage with the next wave of consumers. But who exactly is this "next generation"?
It’s not just Gen Z or Gen Alpha, it’s both. Enter Gen Zalpha, the hybrid of these two digitally savvy generations. In this blog, we’ll explore who they are, why brands should care, and how platforms like Roblox are the key to connecting with them.
If you're looking for expert guidance on optimizing your TikTok strategy, don't hesitate to reach out to us, we are here to help!
Who is Gen Zalpha?
Gen Zalpha is a mix of Gen Z (born after 1996) and Gen Alpha. These kids and young adults have grown up in a world dominated by technology, social media, and gaming.
The term "Zalpha" gained popularity thanks to Kristin Patrick, CMO of Claire’s. Claire’s quickly capitalized on this demographic, and we’ll get into how later.
How Gen Z and Gen Alpha Are Alike
They Live OnlineGen Z grew up with the internet, but Gen Alpha was born into it. Both generations are digital natives, shaping trends and online culture.
They’re Passionate About ChangeFrom gender identity to social justice, both Gen Z and Gen Alpha stand up for what they believe in.
They Love GamingGaming is a huge part of their lives. Around 88% of Gen Z and 92% of Gen Alpha play games like Fortnite, Minecraft, and Roblox.
Short-Form Content RulesTikTok and YouTube Shorts dominate their media consumption, making short, engaging content the best way to reach them.
They Feel Pressured to Look PerfectSocial media has heightened beauty standards, pushing even young kids toward skincare routines and beauty trends.
Why Brands Should Pay Attention
Gen Zalpha is set to become a major economic force. Their spending power is projected to grow three times faster than other generations by 2030. By then, they’ll make up a third of all luxury consumers.
More than just shoppers, Zalphas are shaping future trends. As they grow, their digital habits will dictate the next wave of technology and consumer behavior.
How Brands Are Engaging with Gen Zalpha
Claire’s Reinvention with "The Collab"
Claire’s has transformed from a mall staple to a brand thriving in the digital world. Its campaign, The Collab, is a year-long initiative that connects with young audiences through influencers and social media.
Featuring creators as young as seven, The Collab gives Gen Zalpha a voice in Claire’s marketing, from social content to in-store experiences.
Young Creators as Creative Directors
Brands like Nerf and Too Faced have tapped into young influencers for leadership roles. Claire’s is taking it further, letting Gen Zalpha guide its creative direction.
Entering the World of Roblox
Roblox, with its 70 million daily players, is a top destination for brands targeting Gen Zalpha. Companies like Gucci, Chipotle, and NYX Cosmetics have launched virtual spaces in the game to connect with younger consumers.
Claire’s also joined Roblox with ShimmerVille, a virtual world where players can customize avatars, explore, shop, and interact. This digital experience extends into real life, with virtual items available for purchase in Claire’s stores.
For Gen Zalpha, avatars offer a safe way to experiment with fashion and identity. This explains why beauty and fashion brands are eager to create spaces in Roblox, they meet young consumers where they already are.
If you're looking for expert guidance on optimizing your TikTok strategy, don't hesitate to reach out to us, we're here to help!
Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.
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