Gen alpha marketing strategy with Mintel's Diana Kelter

0:04Diana Kelter:On today's episode, I sit down with Diana Kelter, Director of Trends at Mintel, to reveal what CMOs need to know about Gen Alpha, kids aged 1 through 14, who are growing their buying power and shaping our culture. Between unpacking memes and Gen Alpha themes, you'll learn how to adjust your marketing strategy for a generation that's anti-algorithm. Why brands are friends and how they can reverse the affection deficit. And why the controversial American Eagle spot was good for their bottom line, despite the backlash. So grab your Stanley Cup and apply some Drunk Elephant. This episode has everything you need to reach the next generation.

0:54Diana Kelter:Diana Kelter is a curiosity-driven trend spotter and the North American Director of Consumer Trends at Mintel. With a background in digital marketing, she brings a unique blend of data analysis and cultural observation to uncover what's next and help brands stay ahead of the curve. Fresh off her desk are Mintel's 2026 global consumer predictions and the lifestyles of Gen Alpha report. Needless to say, we are thrilled to kick off the year with her. Diana, welcome to Question Everything. Thank you so much for having me. I am thrilled to be here. Anything that starts with curiosity, I am a game. It's just like a match made in heaven already.

1:37Diana Kelter:I love it. It is. Also, I know we are going to talk a ton today about Gen Alpha. I have three Gen Alpha girls, so I am super excited to learn a little something new, hopefully, that I can go home tonight and be like, ah, now I know what that means or why you're doing that. Diana told me all about this behavior. I also heard that you guys just launched the 2026 Global Trends report as well. So just like any hot nuggets there that you can share with the listeners? Yeah, that just launched October 9th. So really hot off the press. And we have three global predictions that we're really excited about this year.

2:17And we did a little bit of a different spin this year. We're kind of looking ahead to 2030. And then focusing on the next as the really juicy part of this report, because that's the where brands have the opportunity to shift where we're headed for 2030 and kind of shape the narrative. But the one that I think is really compelling, we have titled anti algorithm. So really highlighting, you know, algorithms are here, they're not going anywhere. But there's a lot of tension right now. And you can see it in your feeds. A lot of people feel it, where it's like, we like the convenience of things kind of being personalized for us, but it's kind of taking away our own empowerment as individuals.

2:56So we're definitely seen that. And I think a really key demographic for anti-algorithm is millennials, actually, who are the parents of Gen Alpha, which we're going to get into today. And I think they're thinking about it from their own self, how their algorithm is shaping them, but they're thinking about their children and how the algorithm is impacting them.

3:16Diana Kelter:So I think that's a perfect segue into what we're going to talk about. I love that. Okay, well, you know how this show works. I've got a game board stacked with 12 super spicy questions. You don't know what's behind them. So we'll play a little game of improv. But the power is all in your hands, my friend. So where do you want to go first? You know, my lucky number is four. So let's start with four. Let's go four. So the cozy generation or the crazy generation. Is Gen Alpha more likely to seek out simplicity and comfort or experimentation and disruption? I love this question. I will say I'm a cozy individual, but I am not Gen Alpha.

4:01I'm going to say they are definitely the experimentational disruption generation. And I think there's some key reasons why I think that. So when we look at Gen Z, they were kind of brought into social media when they were already in like middle school, high school. And so it was kind of a shift in how they were able to adapt to it, deal with it, while also still being expected to kind of live in the world that was very still traditional and structured. And that was kind of, I think, brought a lot of anxiety for them, a lot of change. And so they're kind of looking for their cozy retreats in some way to kind of adapt to that.

4:39Gen Alpha, in comparison, was born on screens. They've kind of adapted to it from the start. So they really, it's just what they know. And so in that sense, it isn't really giving them the same anxiety from that perspective that we've seen from past generations, like Gen Z specifically, that kind of had to adapt to it at like a core developmental stage. So I think that is one reason they're just kind of able to feel that straightforward aspect of how they engage and that comfort with adapting to that world. But also, I think when we look at their habits with gaming and how they're engaging with content online, they love to build and kind of make things work for them.

5:25I think they are going to kind of follow something we saw with Gen Z and social platforms. of like if a platform like Instagram, for instance, didn't have a feature they liked, they kind of make a way to hack it themselves. And then the platform itself would catch up and be like, oh, we're going to create a close friends feature because we see Gen Z's doing that already. I think Gen Alpha is going to take that to the next level and they're going to want to be understanding how things work behind the scenes. They're going to want to shape. They have that already with like the Roblox platforms and the gaming platforms.

5:55So I think they just having that structure from the start of being adapted to technology, understanding it, they're going to have a lot of power to kind of be disruptive and experimental. And I think imagination is just huge for this group. So I lean towards that more than coziness.

6:13Diana Kelter:I like that. I like that. I mean, even so I have a 10 year old, a seven year old, a four year old. And even my four year old is very savvy on a phone or any kind of device. and I know sometimes it's really frowned upon, like you let your kids on devices and shame on me maybe, but also she's also learning and she is building communities and she designs things and we work on her alphabet on devices and like old school, man, like the flashcards and things like that. You really don't even necessarily need that stuff anymore because she's really sophisticated even at the age of four. I don't know if you get asked this question a lot, But I think about it as a mom, like the dark side of that, too, and like overuse of technology.

7:00Diana Kelter:And I don't know if you have any advice or thoughts on that. Yeah, I definitely think I mean, and that's why I think we see millennials is that core generation feeling the push and pull of technology and where they still feel like they have influence to kind of control how their kids engage with technology. I think that to your point, it is here. Like it's better to have kids engage with it and understand it so they feel confident in having that digital literacy of critical thinking and understanding what's safe and what's not safe and understanding misinformation. We are entering a misinformation world and we're already all feeling that when we're online.

7:42And like, is that a real image? Is that AI generated? And so I think kids in many ways, I think parents all feel that tension. I have a six year old niece. And so sometimes she knows how to use her iPad better than me. And she just knows how to navigate it and shape it. And I think for parents, it's a bit stressful. Are we going to be able to keep up with our kids and understand how they're using these tools? So I definitely think it's definitely good to have them feel part of that world, but also talk to them and understand that we have a really great data point at Mintel. that 41 % of millennial parents who have children under age teen at home.

8:19So there might be a few Gen Zers in that data. But broadly, they said the thing that they like their kids like to engage with them around is social media conversation. So it was really highlighting like, there is this kind of opening, I think, for parents to talk to their kids about some of the social trends that are happening, understand it, create dialogue around it. Millennials have their own version of social media gen alpha is putting their own spin on it i know the six seven thing is everywhere and it means nothing but kids love it so i definitely think it's there can be

8:53Diana Kelter:opportunity to use it as conversation good good advice are let's go back to the game board let's do 10 okay number 10 in 2026 cmos need to consider the tension between efficiency and intimacy. How can brands win by appealing more to emotion rather than logic? This is another great question that ties in perfectly to some of our 2026 predictions, which another one we have is the affection deficit that I think really kind of connects with anti-algorithm because we are kind of being put in our bubbles online and we're not having those same opportunities for affection like we once did. And I think we're seeing more with like, we're talking, we're going to a kiosk instead of a barista, or we're just, we're slowly seeing those moments that give us the kind of the effort we put into engaging with one another slowly pull away.

9:56And the question is, where do we preserve those opportunities for affection? And how are we going to see that go down, trickle down to these young kids who are kind of like we've talked about growing up with the digital world at their fingertips. And I do think we always see the pendulum swing one way. So we are heading towards the dark side of optimization if things don't go changing because optimization is everywhere. We're seeing it, people just kind of pushing to get results and everyone's kind of feeling the scramble of how fast things move. and how quickly things are changing. But I think when we pull back what people are actually looking for, it's joy, it's playfulness, it's that feeling of like, unexpected delights.

10:46I think that is what people are truly craving. And are the observations we track at Mintel really demonstrate that like there's this craving form from brands of bringing that, that childhood like play to life or sensory marketing is huge right now because that makes people feel something a little bit more tangible and cozy if we go back to that word so I do think that while yes that the broader world is pushing us to be efficient and driven a good strategy that starts with emotion will get those results in hearing like if you are feeling if you create connect to feeling generally the results follow So I think we have to find that balance of where we can bring in human emotion and make people feel something and still feel like they have interest, like people have interesting things to say.

11:39And I think sometimes they want to be heard in a way that doesn't just go into the void of social media. So I definitely think now more than ever, if we want to pull back from that kind of dark side of optimization where we're losing touch with feeling and connection, now is the time to really start finding that balance of where we can bring in human emotion.

11:58Diana Kelter:I think that's really good advice for brands. Like right now, everybody's kind of working on their 2026 plans and the vision and what they want to do. And I think what a great rallying cry to bring more emotion to your marketing at a time when it feels a bit void of it. At Curiosity, we have our creative philosophy, so to speak, is what we call art and overalls. And the art is the emotion, right? And the overalls is kind of that function, the purpose. But you have to have both. You know, you can't just be all overalls all the time. You really have to bring that artistic, emotional expression to the consumer, make them feel something, whether it's humor or joy, like you said.

12:40Diana Kelter:So I think, yeah, what a great challenge for brands to think through what is that emotion that we really want to play up this year. Exactly. And I think it's a way for brands to stand out because something we talk about in anti-algorithm is there's this kind of loop everyone gets stuck in because the algorithm loves pattern and it loves predictability. predictability. So when something goes viral, the algorithm highlights that and brings attention to it. But then every brand is kind of chasing that lifestyle that it encompasses. And it's hard to stand out because it's all chasing the same lifestyle.

13:13But when you do have that moment to kind of separate and find that moment of feeling, it's kind of like an unexpected delight through the consumer. And I think there's, I've been asked this from some clients, it's like, are consumers open to unexpected? We're all stressed. We're all like looking for kind of a day to go as we plan without something popping off. But when it's unexpected joy, that's different. I think people love a moment where they just get that smile during the day that they didn't expect. So there's a key distinction between unexpected chaos and unexpected joy. And I think brands that can deliver on that unexpected joy have an opportunity to win.

13:52Great. All right, let's go back to the board?

13:55Diana Kelter:Okay, let's do six. Okay. Number six, what are the best examples of brands being guests, not landlords in digital platforms and in social spaces? Yes, I get this question often is how do brands enter a space without feeling like they're bringing too much commercialization or overtaking a very community-driven space. I always like to say brands that I think do this well and authentically are in the fitness category. If you think about like running shoe brands, REI, I know gets a lot of loyalty from the way they host events in store and really own being experts in outdoor recreation. But I definitely think, I'm gonna speak on running brands because it's a little bit of a personal anecdote, But I am in a lot of run clubs in Austin, Texas.

14:49It's a big running area. And often they have running to companies from Brooks or up and coming brands join the run club and do a little promotion. You can try on the shoes for the run and use them. And it feels very authentic because they are runners themselves. They're bringing in spokespeople who are part of that community. So it doesn't feel like this outsider coming in. It's just another runner who happens to be promoting the shoe brand. And so it's an authentic conversation. It doesn't feel like just a salesperson coming in. And I think that model is what other brands need to think about when they think about who is their spokesperson, who are they sending as an ambassador?

15:33Is it someone who's authentically part of that community? And maybe they just have a love of that brand and they can be your spokesperson authentically in that space. obviously digitally I think it's the same thing I think it's about making sure you have someone who knows the language they use knows that they kind of maybe have different buzzwords they use because I think that's what a lot of people feel online is like there's some especially reddit I think it's a space where a lot of people feel intimidated by because their core communities there but I think if you have an ambassador as part of your brand who is part of that community already they can represent your brand, but also be authentic to that community.

16:14So I think it's about balancing who you have being your person, whether it's the community manager behind the scenes, or like I said, just an ambassador that you're kind of being part of your brand. I think that's a way for brands to do it authentically.

16:30Diana Kelter:Do you have an example of when it's not done well, like what can happen or a brand that has acted a little bit more like a landlord? anything come to mind? I'm trying to think of an example off the top of my head. I don't want to call out any brands, but I think if anything that comes off too salesy, I think is going to be a negative. If it's very clear that you're just coming in with kind of language that is very corporate or very traditional, like almost scripted. I think people see through that very quickly and don't feel the benefits of it. So I just think avoiding kind of corporate language.

17:16I think the community managers that I see perform the best are the ones that don't have to go through like content planning and are kind of given the freedom to just riff. Like I've just seen so much content around Duncan and how they just go kind of chaotic. And it works for their brand because people, it feels like something people would hear from like a friend, even though it's a brand, it feels like they're making people feel like if you know, you know, kind of dialect. So I think Duncan, Wendy's is kind of the originator of doing that, like, going a little off script. But I think community managers that are given that freedom to just decide what spaces they should engage in and how they engage, definitely see different results.

17:59And they can go wrong. But I think it generally gives them the freedom to kind of just be part of digital conversation.

18:08Diana Kelter:Yeah, yeah. And what I hear you saying is like, don't come in and be like, I own the place, right? Just come in and be part of the community, add value, collaborate, acknowledge, you know. Yes. Very cool. All right, let's go back to the board. Let's do eight. Number eight. With product discovery now driven by social media, what in-store experiences actually captivate and convert Gen Alpha? that's a great question I I definitely think we still see I mean I feel like years ago there would be sayings like brick and mortar is dead and ever you know and here we are we still are we are not losing brick and mortar um and I think every generation still loves the aspect of shopping and like the camaraderie that comes from that the experience of it but I think what's Specifically interesting for Gen Alpha, they are a unique generation in that I believe they've really skipped the tween stage that we've seen from as a millennial.

19:10There was a core tween stage. There was brands and stores that really catered to the tweens, whether it was limited to. Lip Smackers was kind of a beauty brand that only catered to like a millennial audience. And what was unique about the tween brands is they were specific to that generation, but they were a little bit more maybe affordable than some of the more premium brands. They were really just kind of something parents could understand that was for their children. With Gen Alpha, they kind of want what everyone else has. They are exposed to what's out there. They are exposed to all these products.

19:45So we've seen the Sephora Gen Alpha conversation about how they loved the same products that any consumer was using in the beauty space. Drunk Elephant was obviously a big one. And so they are kind of watching what everyone else from probably people in their 20s to their 30s is using and how it trickles down to be of interest for them. We've seen it with like the Stanley Cup, all these different aesthetics. But I think what really is impactful from an in-store experience is that aesthetic focus. They are a generation. I have a report presentation that I do around Gen Alpha that's called Living in the Aesthetics and how they are a generation exposed to the power of aesthetics in just a different way than past generations have because it's shaping them through the value it holds.

20:37It's a sense of value when something has a premium aesthetic. It's connected to wellness. There's a different connection to how it connects to their sense of confidence. And it just is something much deeper for them of how it's showcasing status, currency in their school room. Like, oh, if you have this color or this product. So I think from an in-store experience, if brands can tap into the power of aesthetics, that's really going to stand out. not just from a shopping experience, but in terms of the products they gravitate to, and just really thinking collaboratively. I think Gen Alpha is going to be a generation that doesn't think in silos.

21:20They're not going to go shopping for one category and expect just that category. I think there's going to be a lot of blurring of lines of how they shop online and in store, we're already seeing this with like sensory being a bridge. So a prod, a scent they love in there, maybe soap. They also are experiencing in their, the food they consume. And I know they're probably not doing laundry, but we're seeing that with laundry care. Like it just carries over into all these different areas of their life. And so I think sensory aesthetic is just something that's going to captivate them.

21:58Diana Kelter:I mean, I can validate all of this. Drunk elephant, now Lululemon. I'm like, oh my goodness, how did we get here so fast? You're only 10. But I mean, they're seeing it in school. They're seeing it online. Yeah. And they kind of have skipped that middle phase. And my daughter will even say the phrase, that's so aesthetic. I'm like, she uses it in that way. If she sees something that matches her need, she'll say like, that's so aesthetic. So it's actually become a descriptor for her of something that she likes or enjoys or appreciates. Yeah, that's fascinating. Fascinating. So I imagine like product design and things like that are all impacted by this trend as well.

22:40Yes, definitely. I think because I think that's well, that's what's interesting, because I think for Gen Alpha, it's the product design and aesthetic that they're gravitating to. So because I don't think kids know about retinol or actually what's in these skincare products. But they knew they needed that specific type to fit in like they needed the mini jar or they needed the kind that had this branding outside that's what they were focusing on but from gradually parents started to think like whoa like actually this is dangerous for your skin or maybe you don't need like hyaluronic acid at eight so that's where we saw brands now we're in the beauty space where they're kind of trying to cater to that aesthetic playfulness that gen alpha is craving but also cater to parents who want to make sure they're getting products that are age appropriate.

23:30So we've been seeing a big shift from like Kiehl's and some other beauty brands where they have the playful like headbands and the fun packaging, but it's just like hygienic, hygiene focused items like sun care or face wash. So really helping them feel like they're still getting the aesthetics, but then parents feel a little bit more secure. Like, okay, this isn't going too deep. Yes. Yeah. Agree. All right. great let's go back to the board let's do question one the oversaturation of ai chat bots and agents

24:05Diana Kelter:has gen alpha craving messy real human contact how should cmos take note yes this this is a question that i actually had a really interesting conversation around yesterday um kind of like the the balancing act of AI acting like a friend for not just young people, but for all of us, the way we kind of are thinking about AI in a different way. Our data at Mintel said 29 % of consumers familiar with AI have used it in the past three months for companionship or kind of that friendship lens. By and large, we still see consumers view AI as like a tool, a resource, not a friend. But I think that percent is really important to take note of, because that's the people who are admitting they're using it as companionship.

24:59I think there's a lot of people who are, but there's still that stigma of saying like, in some cases, oh, I use AI as my therapist. Like I think people are still realizing how to balance that kind of way we're looking to AI for what we would traditionally view as a personal role in our lives that we were treated as a friend or a therapist or a parent. But I think from a human perspective, I think what we need to stress, and I think brands have a key role to play in this, what I was hearing from the conversation yesterday was people saying it's just more efficient to get results from like an AI, whether it's chat to BT or any kind of chatbot you're using.

25:39If you ask a question, and it's more immediate, and you you sometimes feel like that's actually a really good answer. It's a lot less biased than a human would be. And so people really love that. But what we're not giving space for is reflection and time to process and think and take the time to let your brain kind of wander a little bit. So I definitely think there is an opportunity for brands to give, promote what it means when you let that space exist. Because right now we're viewing it as a negative. If you're not moving fast, you're falling behind. But is there room to kind of balance that reflection period that we're all losing?