South Africa, April 4 -- Looking back, some of our earliest experiences with brands happened while we were doing things with family. Like having birthday dinners at favourite restaurants, tagging along on shopping trips, or helping unpack groceries. Those encounters would've informed our perceptions of the brands we interacted with back then, and helped shape our loyalties - long before media exposure or independence broadened our horizons.

Gen Alpha is probably having a similar experience, but with an obvious difference: a world where digital interaction and brand engagement are woven into everyday life is the only one they've ever known. Also, their immersion in the brands is happening a lot earlier, and a lot more often.

Which got us...