WHAT THE DATA SAY: 73% of teens say Mom influences brand choices more than influencers, celebrities or social media

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

GEN ALPHA’S GROWING INFLUENCE

Gen Alpha teens – young people born after 2010 who never knew a world without smartphones, social media or algorithms – are powerful and sometimes overlooked household purchase influencers, according to our new HarrisX and Allison research, the Gen Alpha Household Influence Study

• 73% of Gen Alpha teens say their mom shapes which brands they prefer far more than influencers, celebrities or social platforms – and second only to friends.
• 91% of parents say their teens influence the brands they like, so the influence runs both ways.
• For example, nearly three-quarters of parent purchases of Sephora and e.l.f. cosmetics are influenced by their teen children.
• TikTok (42%) is the top social platform influencing teen girls, followed by Pinterest (19%), YouTube (14%), Instagram (11%) and Snapchat (2%).
• YouTube leads among teen boys (35%), followed by TikTok (30%), Instagram (10%), Roblox (6%), Pinterest (4%) and Snapchat (2%).
• Millennial-aged moms are most influenced by Facebook (23%) and TikTok (23%), followed by Instagram (19%), YouTube (17%) and Reddit (2%).
• Gen X-aged moms are most influenced by Facebook (27%), Instagram (19%), TikTok (17%), YouTube (17%) and Reddit (4%).
• Gen Alpha teens’ favorite brands are Amazon (80.7), Nike (79.3), McDonald’s (77.0), Walmart (76.0), Chick-fil-A (75.2), Target (69.0), Wendy’s (68.0), Adidas (67.9), Apple (67.1) and Dunkin (62.8).
• Much lower are Birkenstock (25.9), Maybelline (30.8), L’Oreal (31.1), Lululemon (32.2) and Temu (36.7).
• See also: What young adults’ use of AI reveals about the future of skills and work

PETS WRITTEN INTO ESTATE PLANS

Americans increasingly treat pets as family – prioritizing their care in household budgets and, for many, in wills and trusts, according to Harris Poll research with the American Institute of CPAs.

• 57% of Americans own a dog, while 40% own a cat.
• 62% of dog and cat owners say they have a budget for spending on their pets.
• 69% say they would be more likely to cut spending on themselves than on their pets if they needed to reduce expenses.
• Among pet owners with a will or trust, 40% have included provisions for their pets.

CIO HAS A GAMING CHAIR

IT decision-makers are avid gamers and increasingly see gaming as a proving ground for workplace skills and technical talent, based on our Harris Poll research with Logitech.

• 83% of IT decision-makers who are gamers play every day, including 28% who play multiple times per day.
• 99% of IT decision-makers say gaming directly relates to skills they use on the job.
• 82% of IT hiring managers say they are more likely to consider applicants who list gaming experience on their resumes, citing capabilities such as multiplayer coordination and strategic execution.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Ray Day inducted into PR Hall of Fame (Ray Day, PR Week)
• Financial Resilience Edges Lower as Recession Concerns Rise (Harris Poll)
• What People Actually Want From AI (National Research Group)
• 85% of consumers want AI beauty suggestions to build confidence, not judgment (Harris Poll)
• 65% of policyholders say switching policies for better rates feels like more effort than it’s worth (Harris Poll)