How to advertise for a generation that cannot use the phone

The Gen Alpha is the most "chronically online" generation ever. Born from 2010 onwards, they can be defined as the first true digital natives, having come into the world at a time when the Internet was already accessible to everyone. For this reason, now parents, governments, and experts are doing everything they can to limit the use of social platforms among young people. In the United States, it has become such a prevalent issue that 15 states have already implemented legal measures on the matter. The state that has already imposed an effective ban is Florida: Republican Governor Ron DeSantis signed a bill last March that bans the use of mobile phones in schools. Countries like Australia, Malaysia, Pakistan, France, and Singapore have announced their intention to propose similar restrictions on the use of phones and social media for children. Last year, Australia issued a ban on the use of mobile phones in public schools. Although Gen Alpha is increasingly forced to distance themselves from social media, they are considered the generation with the most brand loyalty ever: by the age of 13, they already developed strong preferences for brands and influencers. In a future where it seems young people may become more disconnected, how will brands adjust their marketing to capitalize on their incredible loyalty?

The "witch hunt" against social media stems from obvious concerns that have been ongoing for almost a decade. In an op-ed published last June in the New York Times, the U.S. Surgeon General, Dr. Vivek H. Murthy, called for the creation of "warning labels" for social media, declaring that we are living in a situation of severe emergency regarding the rise of mental health issues linked to social media among younger generations. Although studies on the subject have produced mixed results, the reality, as shown by a survey from Common Sense, is that nearly half (42%) of American children own a smartphone by the age of 10; and almost all (91%) have one by the age of 14. To counteract the excessive use of social media, fourteen states have filed lawsuits against TikTok in the United States this week. The platform's algorithm is at the center of the controversy, which customizes the "For You" feed based on users' interests. The accusations involve the app's design, which is feared to be addictive for children, with features such as infinite scrolling, push notifications with sounds, and face filters that promote unattainable beauty standards.

Social media platforms have had to respond accordingly. Just last month, Instagram launched “Teen Accounts”, making profiles private for users under 18 and blocking notifications during nighttime hours, allowing parents to monitor their children's contacts and interests. TikTok has set an automatic 60-minute limit for users between the ages of 13 and 18, extendable with parental consent, and has limited interactive features for younger users, prohibiting those under 13 from posting or commenting. Additionally, TikTok has made profiles of users under 15 private to further protect their privacy.

But how should brands react if the new chapter of social media history drives away the next generation of consumers? The only solution may be to return to traditional marketing models. If social channels become truly impractical, brands will have to reach Gen Alpha through the traditional channels most used by the generation, such as Twitch and Roblox, where young people spend hours consuming game content. At the same time, why are brands so intent on marketing their products to tweens? The main criticism of new social media is that it constantly exposes new generations to topics and interests that are not relevant to them. From starting a skincare routine at age 12 to idolizing problematic streamers, perhaps it wouldn't be so bad to bring the new generation back outside.