Gen Z & Gen Alpha impact parents’ brand choices — MarketingDive.com

Parents are paying attention to their children’s preferences when making purchases:

“‘What we’ve seen with Gen Z, Gen Alpha is that the strong influence at the very start of the journey leads to twice as many parents considering a brand,’ said Krithika Rosenthal, group director of strategy for GroupM’s Wavemaker U.S. agency. ‘That’s why it’s important not just to influence the parents, it’s also important to think about how we connect with the kids.‘”

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