Claire’s assembles ‘Gen Zalpha’ influencer group to guide creativity

Assumption

New study from Visa & Opinium where they (online) surveyed 550 8-14 year olds in the UK found the following:

• Gen Alpha set to be most entrepreneurial yet — expectations for their workforce and working life very different to today.
• 76% aspire to be their own boss or have a side hustle.
• 78% have earned money in the past year (survey carried out end of August 2023).
  • 43% of which used tech to do so.
  • 26% generated income on social media, this is the most popular tool for them.
  • Some have even made millions… from fidget spinners or NFTs.
• 40% of Gen Alpha think AI, VR & Smart Assistants will be integral to their future careers.
• “Children are more than three times as likely to learn about earning money by watching digital content creators than traditional sources such as books (35% v 10%).”
• “‘TikTokers’ and ‘YouTubers’ are leading the way as sources of inspiration, as social media and content creators emerge as most influential factors in stimulating ideas (61%), vs more conventional sources of inspiration such as drawing and writing (47%), reading (34%), and playing with toys (26%).”

Meet the “appy-eaters” — study from GoHenry on Gen A’s spending habits:

• In 2023, GoHenry kids in the UK, aged 6-18 spent a grand total of £7.85 million on their top three food delivery apps: Just Eat, UberEats, and Deliveroo.
• “Given that children and teenagers will have the majority of their meals at home or paid for by their parents, the fact that they’re paying for food delivery from a young age gives us a fascinating insight into their spending priorities.”
• “For this generation of Appy Eaters, food isn’t simply fuel: it’s an event to be enjoyed with friends, discussed, photographed and shared on social media – even when they’re eating alone.”
• Kids are drawn to convenience of food apps — wider theme of “lifestlye convenience…”

Problem

Similar products/services that “validate” the problem

• gohenry — UK-based banking app for children, acquired by Acorns in Apr-23
  • Focus on 6-18 age group
  • Two main products/services
    • Prepaid debit card (topped up by parents)
    • “Financial education” app linked to card
    • and an app that parents can use to help monitor/manage kid’s account
  • 2 million customers — footprint in UK, France, Italy, Spain.
  • Combined co. has nearly 6 million customers/subscribers.
• Acorns itself has products that target children (Gen Z/A) — Acorns Early.
  • Lets parents, guardians, family and friends invest in a child’s future.
• Greenlight — offers debit card to kids, $100m in ARR as of 2021.
• Step