For many of the clients I see as a PR consultant, thought leadership is one of the most important points of attention. Our clients do not make a difference with just a brand name, because often there is an equally well-known (or possibly even more well-known) competitor in the game. A company almost never plays alone in its market. In order to distinguish themselves, companies want to radiate reliability, expertise and vision. They do this with thought leadership campaigns: speaking out about subjects that you know about and thus meeting a specific information need, without throwing around your brand name.
For Generation Alpha, this approach, which is used much less in B2C communication, could well be decisive. This generation is not unfamiliar with targeting, retargeting and direct marketing. They japan phone number list are even getting a little tired of it: the Alphas want to get in touch with companies when it suits them, on every platform they have at their disposal at that moment. Generation Alpha is more aware of privacy and data collection than previous generations and is more critical of it. Companies that are too pushy are rejected by the consumer because they have no need for it. Marketing campaigns need to be more subtle and focus much more on the customer's world.
The approach that goes with this will be outside the comfort zone of many companies today. A dairy manufacturer sets up a YouTube cooking channel and also shows videos of lactose-free recipes. An antivirus manufacturer writes a blog about cybersecurity and does not mention its product anywhere. Of course, there are examples of companies that are already taking these steps (Nike, Red Bull, Albert Heijn), but there is still a clear focus on brand name and brand experience. In the future, it will be about making a difference as a brand, even without mentioning your name. For Generation Alpha, a bottle of water should not only quench their thirst, but also contribute to health and a green planet, for example, and all that without putting too much emphasis on it.