Unlocking Growth by Centering Gen Alpha in the CPG Path to Purchase
The Challenge
A leading CPG brand was experiencing flat year-over-year growth among Millennial-led households. While traditional parent-targeted strategies had performed well in the past, recent shifts in household engagement revealed an emerging influence dynamic. The insights team wanted to understand how evolving parent-child relationships – particularly with Gen Alpha – were reshaping purchase behavior.
The Approach
Collage tapped into its proprietary family dynamics research, which revealed that 73% of parents say their Gen Alpha children are the first to spot what’s new, often finding products through YouTube, gaming platforms, and social influencers. Recognizing the need to understand this influence further, Collage segmented the insights by Hispanic and other multicultural consumers, uncovering how culture intensifies Gen Alpha’s impact on purchase decisions.
Through deep dives into cultural traits, passion points, shopping drivers, and Audience Profiles, the brand discovered the media behaviors, values, and product discovery patterns that unify parents and children. For example:
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