Is Marketing to Gen Alpha Unethical?

Did you know that there are many brands who target teenagers, or younger children in cosmetics? For example indu, Lottie and Bubble are brands who have reached millions of fans on TikTok.

The beauty industry, always agile and attentive, now faces a unique and sensitive quandary as it looks toward the future: the ethical considerations of marketing to Generation Alpha. Currently aged 12 and under, they are digital natives born into a world of influencer culture, social media, and eco-consciousness. But at what point does marketing to them cross the line from informative to exploitative? In article, we examine the tightrope walk that beauty brands must negotiate.

Who is Generation Alpha?

Generation Alpha refers to the cohort born from 2010 to 2025. They stand on the cusp of adolescence with the oldest turning 12, a precarious period where influences are strong and identities begin to form. Data from Mintel reveals that approximately two-thirds of beauty users aged 12-14, who engage with social media, credit it with new brand discoveries. Raised amidst rapid technological change and environmental challenges, they are expected to grow up faster than their predecessors, with a marked preference for eco-friendly products – 57% of 13-year-olds, as per Mintel, choose sustainable beauty solutions.

Ethical Marketing in the Beauty Industry

The Ethical Dilemma

Marketing to children, regardless of the generation, is fraught with ethical implications. A beauty brand's strategy becomes contentious if it overly capitalizes on the impressionability and developing self-image of these young individuals. The fine ethical line revolves around intent; a brand's campaign should aim to educate and empower rather than exploit vulnerabilities or insecurities. Of course brands need to note that if they are targeting teenagers, the content will most likely reach Gen Alpha users aswell. It is very important to communicate about the products for the right audiences and make sure that for example anti-aging or highly active products do not end up in Gen Alphas hands.

Responsible Communication

Brands can approach Gen Alpha with tact and responsibility:

• Educate: Offer content that teaches skincare and beauty routines that are age-appropriate.

• Empower: Encourage confidence without tying self-worth to appearance or product use.

• Engage with Care: Navigate social media promotion with transparency, clearly distinguishing between paid posts and organic content.

Regulations and Best Practices

Regulations such as the Children's Online Privacy Protection Act (COPPA) in the US provide essential guidelines, but ethical marketing transcends legal compliance. Beauty brands should strive towards best practices that protect and nurture Gen Alpha's well-being.

For instance, attaining partnership with parents—by offering resources on how to discuss beauty and self-image—could be a step towards ethical engagement. Additionally, supporting social initiatives that foster well-being for this generation may cultivate brand loyalty rooted in shared values rather than transactional relationships.

Shaping the Narrative for Gen Alpha

Beauty brands have a tremendous opportunity not just to market to Gen Alpha, but to positively influence their narratives around beauty and self-care. Instead of employing the hard sell, brands should consider their role as mentors and positive forces in the lives of Gen Alpha consumers.

The intersection of ethics, marketing, and the tender considerations of approaching a young audience is a complex one. While the beauty industry is no stranger to debates over marketing practices, it’s essential to engage with Gen Alpha through a lens of respect and responsibility. By doing so, beauty brands not only stand to gain loyal patrons but also contribute to the healthy development of this emergent, influential generation.

In a market where awareness and authenticity are at a premium, beauty brands can carve out a space that respects the nuances of marketing to this new generation—weighing the ethical implications against the inherent desire to innovate and inspire.