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No. 0203
Published
Gen Alpha report: parents outrank influencers on brand preference
Why it matters
A study of Gen Alpha teens puts Amazon and Nike at the top of brand preference, but the interesting finding is the source of influence. Parents, and mothers in particular, carry more weight than creators or platforms. A useful corrective to the assumption that the youngest cohort is shaped mainly by whoever they follow. Household decisions still route through the parent, even for the most online generation measured so far.
The source
Marketing Dive
Gen Alpha report: parents outrank influencers on brand preference
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