As the spending power of younger demographics Gen Z and Gen Alpha rises, understanding the distinct tastes, preferences, and digital behaviors of these groups is essential for sustained growth. Learn the nuances of marketing to Gen Z and Gen Alpha, as well as strategies to captivate these digitally savvy audiences.

The Rising Spending Power of Emerging Demographics

The digital landscape is rapidly evolving — and this evolution is heavily influenced by the unique behaviors of Gen Z and Gen Alpha. These younger demographics are not just digital natives; they're reshaping how brands think about engagement, with a potent combination of spending power and digital influence.

Gen Z collectively commands billions in spending power — $450 billion globally to be exact. This amounts to an average $8,894 per consumer. An estimated $360 billion of this will be spent in the US alone. What’s more, Gen Z’s economic influence is only expanding as more of these individuals reach adulthood. In fact, Gen Z currently accounts for a whopping 40% of global consumers. And, Gen Zers are willing to spend their money even in the face of high financial anxiety, indicating the continuing influence of this generation.

Gen Alpha is the first generation born entirely in the 21st century. The number of Gen Alphas is expected to reach 2.2 billion worldwide by the end of 2024. What’s more, by 2025, there will be more Gen Alphas than baby boomers. Many experts predict Gen Alpha will be the largest generation. Gen Alpha, in contrast to Gen Z, has an additional $300 billion in spending power via parental influence and is expected to see rapid growth in spending power compared to other generations.

Understanding the consumer behaviors of these generations is crucial for marketers to tailor their strategies effectively.

Gen Z Consumer Habits

Gen Z,individuals born between 1997 and 2012, are currently between the age of 18 and 25 and exhibit distinct digital habits.

  • Authenticity: They prefer authenticity and relatability in brands, often seeking out companies that align with their values.
  • Social Media Usage: Social media platforms, especially Instagram, TikTok, and YouTube, are primary sources for brand discovery and engagement.
  • Video Content: For Gen Z, video content reigns supreme, with a preference for short, engaging content that can be consumed on the go.
  • Personalization: 87% of Gen Z shoppers prefer tailored recommendations. Seventy-four percent are more likely to purchase from businesses that provide them.

Mobile Marketing Strategies for Gen Z

Embrace Authenticity in Messaging

Gen Z values authenticity and transparency. Ensure your mobile marketing campaigns reflect your brand's true values and mission. Authentic storytelling that resonates with their experiences and aspirations will foster a deeper connection with your brand.

Leverage Social Media Platforms Wisely

Given Gen Z's heavy reliance on social media for brand discovery, integrating your mobile app retargeting campaigns with platforms like Instagram, TikTok, and YouTube is crucial. Utilize platform-specific features, such as Instagram Stories or TikTok challenges, to create engaging and interactive content.

Optimize for Short-Form Video Content

Short, captivating video content is the currency of Gen Z's attention. Design your mobile ads to be concise yet impactful, ideally under 30 seconds. Use visually engaging elements and dynamic storytelling to capture interest quickly.

Personalize Your Approach

With a high preference for personalized experiences, tailor your retargeting campaigns to reflect individual interests and behaviors based on their in-app activities. Utilize data analytics to segment your audience effectively and deliver customized messages that spur action.

Utilize Influencer Partnerships

Influencer marketing is a powerful tool to reach Gen Z. Collaborate with influencers who share your brand values and have a genuine connection with their audience. Influencer-endorsed retargeting ads can increase credibility and drive higher engagement rates.

Experiment with Creative Formats

Gen Z is all about experimentation and creativity. Don't shy away from trying new ad formats like playable ads, augmented reality experiences, or interactive polls. These innovative formats can enhance the user experience and make your brand stand out.

Encourage User-Generated Content

Create campaigns that incentivize users to share their experiences with your app on their social channels. User-generated content not only serves as authentic testimonials but also amplifies your reach within the Gen Z community.

Mindful Frequency and Timing

Be mindful of ad frequency to avoid overwhelming your audience. Gen Z appreciates brands that respect their digital space. Optimize the timing of your retargeting ads based on when they're most active online for maximum impact.

Gen Alpha Consumer Habits

Gen Alpha, individuals born from 2010 onwards who are currently under the age of 17, are digital-only consumers with habits that include:

  • Early technology adoption: Gen Alpha is only the second digitally native generation, making technology a constant in their lives. Unlike older cohorts, Gen Alpha has never lived in a world without smartphones or social media. In fact, the average Gen Alpha is said to have over 100 photos of themselves posted on social media before their first birthday. What’s more, many Gen Alphas started using tablets and smartphones as young as age 3 to 5.
  • Gaming as a primary source of entertainment: With 43% of Gen Alphas using tablets before the age of 6, this generation is exposed to mobile games early in their lives. As such, gaming is a major hobby. But, whereas gaming is a source of escape and relaxation for Gen Z, Gen Alpha sees gaming as a way to express their creativity through virtual world-building.
  • YouTube Usage: The streaming video giant is the top platform for entertainment, discovery, and brand interaction for Gen Alpha. In fact, 51% of Gen Alphas are exposed to brands through YouTube (vs. 47% of Gen Zers that hear about brands from social media platforms like Instagram and TikTok.)

Mobile Marketing Strategies for Gen Alpha

Utilize Short, Engaging Video Content

Create short, engaging video content that aligns with Gen Alpha's consumption habits. Utilize platforms where short-form content thrives, such as YouTube Shorts, to capture their attention with quick, impactful messages that highlight your app's features or updates.

Foster Creativity and Expression

Develop marketing campaigns that encourage Gen Alpha to use your app as a tool for creativity and expression. Challenges, competitions, or community projects within the app can drive engagement and user-generated content, further promoting your brand.

Highlight Family-Friendly Features and Safety

Emphasize the safety and family-friendly aspects of your app in your marketing messages. Gen Alpha's digital engagement is often monitored by parents. With this in mind, highlight features that cater to parental controls and content safety to appeal to both children and their guardians.

Engage Through Interactive and Educational Content

Incorporate interactive and educational elements into your app that appeal to Gen Alpha's curiosity and love for learning. Educational games, puzzles, and activities that offer value beyond entertainment can increase app stickiness and user retention.

Personalization at Every Touchpoint

Implement deep personalization in your marketing strategies, from app design to retargeting campaigns. Use data analytics to understand Gen Alpha's preferences and behaviors. Deliver content and recommendations tailored to their interests.

Prioritize Creative World-Building in Gaming Apps

Given Gen Alpha's propensity for creativity through gaming, develop and promote features within your app that allow for personal expression and world-building. Integrating customization options and interactive storytelling can captivate this audience and encourage prolonged engagement.

Introduce Early Technology Adoption Features

Design your app with young, tech-savvy users in mind, ensuring it's intuitive for early adopters. Incorporate cutting-edge technology like augmented reality (AR) and voice activation to provide immersive and interactive experiences that resonate with Gen Alpha's expectations.


  • Gen Z and Gen Alpha represent significant emerging demographics with distinct tastes, preferences, and digital behaviors essential for sustained brand growth.
  • Gen Z values authenticity, is heavily influenced by social media, prefers video content, and appreciates personalization.
  • Gen Alpha starts using technology early, views gaming as a creative outlet, and uses YouTube extensively for entertainment and brand discovery.
  • Marketing to Gen Z should focus on authenticity, leverage social media and influencers, use short-form video content, personalize the approach, and experiment with creative formats.
  • Engaging Gen Alpha requires focusing on creative world-building in gaming apps, leveraging YouTube for brand discovery, highlighting safety and family-friendly features, and emphasizing interactivity and early technology adoption.
  • Both demographics demand innovative marketing strategies that respect their digital fluency and unique consumer habits.


Brands looking to future-proof their marketing strategies must adapt to the changing digital landscape shaped by Gen Z and Gen Alpha. Are you ready to elevate your marketing strategy to resonate with the digital generation? Schedule a meeting to explore innovative app retargeting strategies tailored to Gen Z and Gen Alpha.