Meet Gen Alpha: Defying Predictions & Rewiring Marketing

{
  "id": "PP1148545",
  "track": "Brand & Marketing",
  "focus_area": null,
  "category": "Panel",
  "event_id": "PP1148545",
  "event_type": "panel",
  "format": "Panel",
  "genre": null,
  "subgenre": null,
  "name": "Meet Gen Alpha: Defying Predictions & Rewiring Marketing",
  "presented_by": null,
  "publish_at": "2025-09-30T16:00:00.000-05:00",
  "reservable": true,
  "reservable_id": "PP1148545",
  "reserved": false,
  "date": "2026-03-13",
  "end_time": "2026-03-13T15:30:00.000-05:00",
  "start_time": "2026-03-13T14:30:00.000-05:00",
  "message": null,
  "image": null,
  "credentials": [
    {
      "name": "Platinum Badge",
      "type": "platinum"
    },
    {
      "name": "Innovation Badge",
      "type": "innovation"
    }
  ],
  "contributors": [
    {
      "id": 77745,
      "company": "Google",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238652,
      "name": "Kevin Babcock",
      "speaker_types": [],
      "title": "Head of Creative Partnerships",
      "image": {
        "alt_text": "Kevin Babcock",
        "credit": "",
        "url": "https://images.sxsw.com/NGlmnWKeJxGqt6F_T1HSpmAUIQ8=/0x0:600x600/600x600/images.sxsw.com/48/d9de650c-6d61-49a4-a23f-73e4fb7e1ba2/pcid-1618842"
      },
      "speaker_type": "Speaker",
      "details": "Kevin joined Google in 2016 to drive strategic partnerships between Brand and Google - centered on Creative Effectiveness, AI, and the Creator Economy. Kevin and his team help drive brand marketing objectives by leveraging insights, trends, ideas, best practices and measurement to drive high performing work for Google’s biggest clients, ie. the world's largest advertisers.\r\rPrior to Google, Kevin spent 15 years working at top tier creative agencies like McCann, BBDO and Digitas, responsible for brands that have ranged from the big and complex like General Motors and McDonalds, to global stalwarts like MolsonCoors and Hilton, to challenger brands like Sprint and Sears.  Bridging the silos between Creative and Media remains one of Kevin’s biggest professional passions.",
      "links": {},
      "type": "person"
    },
    {
      "id": 48677,
      "company": "Razorfish",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2204255,
      "name": "Dani Mariano",
      "speaker_types": [],
      "title": "CEO",
      "image": {
        "alt_text": "Dani Mariano",
        "credit": null,
        "url": "https://images.sxsw.com/7lHZe8wNZNm59Tr_5Unlg7K6ElE=/600x600/images.sxsw.com/48/ba2f49a5-0551-292d-f3a9-b009cf7f6019/pcid-1261829"
      },
      "speaker_type": "Speaker",
      "details": "A dynamic business leader, Dani Mariano has spent the past decade driving transformative results for Razorfish clients while propelling the momentum of the agency in the marketplace. She is committed to discovering how Razorfish can help brands build relationships in this new digital age through valuable consumer touchpoints, and how to keep companies at the forefront of the latest technology advancements to future-proof them for what’s to come, including Generation Alpha. She empowers the agency’s team members to seek opportunities for growth that will prepare them to be the next generation of agency leadership. Under Mariano’s watch, Razorfish has received “Most Innovative Agency” recognition from Campaign US in 2024 and 2025. She was also named a member of the ADWEEK 50 list in 2025.",
      "links": {},
      "type": "person"
    },
    {
      "id": 77741,
      "company": "GWI",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238648,
      "name": "Jason Mander",
      "speaker_types": [],
      "title": "[email protected]",
      "image": {
        "alt_text": "Jason Mander",
        "credit": "",
        "url": "https://images.sxsw.com/RY5a273dXe0ZmtXGfv9_qahza_Q=/89x11:696x618/600x600/images.sxsw.com/48/e711153e-63f8-4876-b119-608b0634cddb/pcid-1618835"
      },
      "speaker_type": "Speaker",
      "details": "Jason serves as Chief Insight Officer at GWI, where he oversees the insights strategy behind one of the largest global consumer insights platforms, spanning 50+ markets and representing the views of 3 billion people. With deep expertise in generational behavior, digital culture, and consumer psychology, he translates complex data into strategic narratives. Jason is a leading voice on how emerging cohorts shape technology, media, and marketing. He has spoken at events worldwide and advises brands on building relevance through human-centered insight, not assumptions.",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": null,
    "floor": "5",
    "id": "V2031",
    "indoor_outdoor": null,
    "name": "Waterloo Ballroom 4-6",
    "parent_id": "V2024",
    "parent_venue_name": "Austin Marriott Downtown",
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "304 E Cesar Chavez St.",
      "lat_lon": [
        30.2628298,
        -97.74157
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Austin Marriott Downtown"
    },
    "root": {
      "accessible": null,
      "age_policy": null,
      "floor": null,
      "id": "V2024",
      "indoor_outdoor": null,
      "name": "Austin Marriott Downtown",
      "parent_id": null,
      "parent_venue_name": null,
      "venue_entry_info": null,
      "formats": null
    },
    "events": "[omitted 5 venue events]"
  },
  "description": "Think that Gen Alpha are just mini Gen Zs in waiting? Think again. Drawing on new global research among more than 80,000 Gen Alphas, this session will unpack the digital behaviors, subcultures, and emotional drivers set to shape the next era of brand connection. What does loyalty mean to a generation raised on creator culture, co-creation and digital experimentation? How are concepts such as trust and value evolving?  We’ll explore how cultural nuance, parenting, and technology shape their worldview, and how brands can build trust through ethical, insight-led engagement.",
  "experience_level": "Intermediate",
  "accessibility": [
    "Closed captioned"
  ],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "age_policy": null,
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": "Medium",
  "closed_captioned": true,
  "cpe_credit": false,
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "Think that Gen Alpha are just mini Gen Zs in waiting? Think again. Drawing on new global research among more than 80,000 Gen Alphas, this session will unpack the digital behaviors, subcultures, and emotional drivers set to shape the next era of brand connection. What does loyalty mean to a generation raised on creator culture, co-creation and digital experimentation? How are concepts such as trust and value evolving?  We’ll explore how cultural nuance, parenting, and technology shape their worldview, and how brands can build trust through ethical, insight-led engagement.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "MEET GEN ALPHA: DEFYING PREDICTIONS & REWIRING MARKETING",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [
    {
      "id": 2573,
      "name": "Gen Alpha",
      "created_at": "2026-02-08T12:40:16.604-06:00",
      "updated_at": "2026-02-08T12:40:16.604-06:00",
      "sort": "GEN ALPHA",
      "alpha": "G"
    }
  ],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Brand & Marketing track sponsored by Youtube",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_sales_client": null
}