In this episode of Next in Media, Mike Shields interviews Dani Mariano, CEO of Razorfish, about their research into Gen Alpha, highlighting this generation's unique media consumption habits, brand maturity, and influence on household purchasing decisions, as well as Razorfish's "creator collab" program designed to meet the evolving demands of creator-centric marketing.

💡 Takeaways:

• 👶 Gen Alpha is more "Gen Z than Gen Z" at age 10 and will fundamentally change marketing, moving beyond the "mini-millennial" or "mini-Gen Z" expectations that marketers had for previous generations.
• 🤝 Gen Alpha seeks co-creation with brands, desiring to be part of shaping a brand's future rather than just earning loyalty through transactional means.
• 👨‍👩‍👧‍👦 Gen Alpha, referred to as the "gateway generation," holds significant influence over household purchasing decisions, including major items like smart refrigerators and cars, due to their consumption of influencer content.
• 📈 Gen Alpha exhibits extreme brand maturity, favoring sophisticated brands like Nike, Apple, and Samsung at age 10, unlike previous generations who preferred typical young-people brands such as cookies and cereal.
• 🎯 Gen Alpha has twice as many interests as Gen Z did at the same age, requiring marketers to consider how influencer programs can scale and break through a high volume of content consumption.
• 📝 Razorfish utilizes an in-house "creator collab" with on-staff creators to quickly produce polished, on-brief social content for clients' organic feeds, distinct from traditional influencer programs focused on creator followings.
• 🤖 AI-powered decisioning tools, like those at Publicis Groupe, are crucial for understanding audiences at an individual level, enabling marketers to match content format with media platforms for targeted reach and efficient media strategy.

🎙 Guest: Dani Mariano

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative