Today's insight is written by Emma Giles, senior programme executive, in the UK Consumer team.

Behaving authentically can feel like a tall order for marketers under pressure to push a key message out of the door. But nailing authenticity is key to future-proofing your brand and engaging Generation Alpha (those born after 2010). 

We only have to look at the backlash influencers have received for their clumsy navigation of #ad to see that our society expects and respects honest communication, which helps them to make informed buying decisions. Brands looking to connect with audiences in a meaningful way need to get wise or risk facing the same alienation many big-name influencers have experienced in recent months. 

Just last week, influencer Scarlett London faced horrendous backlash after posting a very staged photo in partnership with Listerine which was deemed ‘inauthentic’. 

Generation Alpha have grown up in a mobile-first, social media-fuelled world. They’re tech savvy at the tender age of eight and they’re turning to those they trust most for advice, guidance and recommendations – YouTubers. The stars of YouTube have mastered the art of authentic communication.

Take Toys and Me for example. At the tender age of 11, Tiana has built a massive following of more than 9million subscribers. Her enthusiastic reviews of the latest toys, gadgets and games are not only true to herself, they’re influencing your children and driving pester power. 

You know what you’re getting with Tiana and she delivers consistent authenticity in every video. Brands need to take a leaf out of Tiana’s book if they want to get onto Generation Alpha’s radar and influence the purchases their parents make. Or at the very least, find a way to work with her.

Interested in hearing more? Join us for our latest event where we will be unveiling the findings from our latest report a study into what 8,000 parents across the globe think of their children’s current use of technology, on September 25th, and we’d love for you to join us. Sign up here

By Emma Giles