A little trend watching thanks the Gen Alpha’s digital behavior (even though generations are garbage)

the bigger the platform—so athletes, celebrities, big brands, TV commercials—they have less trust in those spokespeople and those formats

&

like their favorite brands to help them learn more about their interests.

(preferences being games and how to videos)

parents of Gen Alphas say their kids have a more mature understanding and knowledge of brands than they did at the same age.

Brand is becoming more important

via emarketer