Reaching younger audiences remains a key priority for marketers aiming to stay relevant and tap into new consumer power. Among the upcoming generations, Generation Alpha stands out—they already control about $28 billion in direct spending and influence even more through their families.
A recent study by Horizon Media’s Why Group and Blue Hour Studios, called The New Media Multiverse, provides insights on how brands can connect with both Gen Alpha and their millennial parents. It reveals that Gen Alpha prefers interest-driven content and discovery through communities, while nostalgia serves as a link between them and their parents, who are engaging with digital media in new ways.
However, marketing to Gen Alpha is no simple task. This generation—those born between 2010 and 2024—consumes more content than any before, giving them a more refined sense of taste from a young age. Millennial parents report their kids can name more than 250 brands, making it a fiercely competitive space.
These kids are basically little media strategists,” says Matt Higgins from Blue Hour Studios. “They have high brand awareness, understand marketing tactics, and hold greater influence over family purchases than any previous generation.
The New Media Multiverse used cultural analysis, social media monitoring, surveys, and interviews. Researchers reviewed over 250 pieces of content and surveyed 1,000 U.S.-based millennial parents (ages 28 to 48) with children from Gen Alpha (ages 7 to 13) in February 2025.
There’s been a shift from overly personalized content to community-led discovery, highlighting the importance of shared experiences. Unlike older generations, today’s millennial parents are more open to screen time, supporting their kids’ digital independence and helping them navigate an increasingly complex media world.