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What Fashion Needs to Know About Gen Alpha’s Social Media Restrictions

At least 15 US states have enacted policies regulating cell phone usage among teenagers and children, pointing to the youth mental health crisis and other potential harms of incessant access to the internet. For marketers, the laws pose a barrier to reaching young consumers as well as an opportunity to get to know this cohort better.
A group of young children gathered around a phone screen
Lawmakers across the US are proposing and passing legislation that would restrict children’s access to their phones and to social media platforms. (Shutterstock)
By
BoF PROFESSIONAL

If there is a term that is associated with Gen Alpha, the cohort of young people born after 2010, it would be “chronically online.” Parents, teachers and children’s advocates have long voiced concerns about the psychological repercussions of such behaviour, and finally, the government is stepping in.

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Further Reading

The New Backlash Against Social Media, Explained

Social networks are being blamed for the worrying decline in young people’s mental health. Brands may not think about the matter much, but they’re part of the content stream that keeps them hooked.

How Tweens Took Over the Beauty Aisle

Gen Alpha has become increasingly captive with beauty, but as their preferences and purchasing power changes, beauty labels need to find the right mix of messaging and product to keep them coming back for more.

About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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