Gen Alpha teens look to Mom, not influencers, for brand cues

Moms are more influential on which brands Gen Alpha teens like than online influencers or celebrities, a new study has found. Of the Gen Alpha teens surveyed in the HarrisX and Allison Worldwide survey, 80% of say their parents influence their favored brands. That includes 73% who cited their mom and 58% who cited their dad. However, brand influence goes both ways, with 91% of parents stating their Gen Alpha teens influence the brands they choose — the No. 1 influential force for parents. The study also indicates that teen girls are heavy hitters when it comes to making buying decisions. In families with girls, teens drive 67% of purchases that parents make for them, compared to 59% in households with boys.