PRIME: the most mentioned brand in my house but it’s highlighted worries for me.

Prime is the marketing phenomenon of recent years and the brand resonates particularly with Generation Alpha (born after 2010). These are the kids who are growing up in the fallout of covid lockdowns and live in a world dominated by social networks, steaming and tech. Is this why modern marketing is failing them?

As a parent, this craze for Prime is the worst I’ve seen yet. For those who have escaped and have no idea what I’m going on about - Prime is a hydration drink created by prominent influencers Logan Paul and KSI.

These two are huge on social media and their devoted followers have been consumed with consuming the latest status symbol. “The desperate frenzy to snag a bottle is less about the actual drink than the cultlike community that has popped up around it, marketing experts say.” - The Washington Post.

The power of influencers - KSI and Logan Paul.

“In the next 10 years, all the biggest brands will be made by creators,” said Mae Karwowski, CEO and founder of influencer marketing firm Obviously. “They understand the medium. They understand what their customers want.”

This is a marketing nightmare because influencers such as KSI and Logan Paul don’t understand the responsibility they have on the brainprint of Gen Alpha. Marketing has the power to impact behaviours, worldviews, identities, and habits of society. And this is especially vital when the target demographic are still developing and establishing themselves.

We need marketers who can relate to this generation but we really need marketing, media and creative professionals who have the skills to help influence and deliver the change we need to see across brands, organisations and society.

What we need are influencers who are there to inspire and drive change in society - we need to curb consumerism and grow citizenship. Do these people exist? I'm yet to find them.

And one last note on Prime - it’s another f***ing plastic bottle!