Children’s Day: This is how social networks and advertising impact Generation Alpha, which one is it?

Within the framework of Children’s Day in Mexico, which takes place on April 30, Getty Images, a world leader in the creation and marketing of visual content, conducted a study supported by its VisualGPS research platform to which NotiPress had access. This study focuses on the effects of advertising and social media on Generation Alpha and how brands can have a positive impact on the well-being and mental health of this generation.

Generation Alpha, born between 2010 and 2025, is the first born exclusively in the 21st century. Those born in this are considered digital natives who will reach adulthood by 2030. Notably, this generation became consumers much faster than any other generation, which denotes the great influence of society and the economy.

Information from the United Nations Children’s Fund (UNICEF, for its acronym in English) suggests, 50% of children and adolescents from 6 to 11 years old in Mexico have access to the Internet or a computer. Thus, thanks to access to information and the influence of parents, mostly millennials, Generation Alpha will not be a group of passive consumers. Well The parents of this generation, millennials, are consumers who research before buying, control the content their children consume and prefer to verify the functionality of products through tutorials and videos on networks.

This behavior is reflected in trends, such as the so-called “Sephora kids” and the emergence of child influencers with millions of followers who share their routines of “GRWM”, content that often has mentions of products and brands.

On the impact that visual content has on social networks can have on people, Renata Simões, director of Creative Content at Getty Images and expert in advertising content, commented, social networks have a negative impact on the mental health of generation Z. This shows the importance of content on networks. social in the social development of children and young people.

We believe that Brands have the opportunity to adopt a proactive role in their visual communication on social networks.. By visualizing the interests and aspirations of younger consumers through authentic, non-stereotypical images and videos, brands can counteract potentially harmful content and promote a much more positive environment on social networks,” Simões said.

In this way, VisualGPS research reported, 72% of Mexicans expect the brands where they buy to support diversity and inclusion. Additionally, 80% of people showed greater loyalty to brands that support their values. Notably, these numbers are even higher for younger generations. Given this, companies must take care of the type of visual content published on networks, paying attention to the new values ​​that consumers demand.

According to Simões, Generation Alpha is expected to be the generation with the most awareness and knowledge about diversity and inclusion so far. Therefore, brands must seek to generate more trust with their youngest consumers, through a genuine commitment to representing their interests.

As an example of the above, Simões emphasizes that by closely analyzing gender, age and ability stereotypes or by promoting a positive body image through images and videos of real people and bodies, brands can play a key role in caring. of the mental health of the Alpha generation.

Regarding this, it is essential that brands understand the importance of their role in shaping Generation Alpha’s perception of themselves and the world around them. Brands have the opportunity to positively influence the mental health of this generation through authentic, non-stereotypical representation in their visual communications. This by creating a safer and more positive digital environment.

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