Will Your Kid Have to be a Brand to Survive?

Under the Influence with Jo Piazza

Jo Piazza, Influence Inc.

Society & Culture, Parenting, Kids & Family, Personal Journals, Technology

4.3 • 787 Ratings

🗓️ 24 April 2025

⏱️ 36 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

What do you want to be when you grow up? For Gen Alpha, the answer might just be: a brand. This week, we enter the world of the Sweet Sisterhood—a so-called “content house” made up of girls aged 8 to 12 with a combined following in the tens of millions. Think ring lights, sassy videos, and moms-turned-managers. But behind the sequins and smiles is a bigger, messier question: Is this the future of childhood? Will every kid need a personal brand just to survive the job market of tomorrow? We're talking to Teen Vogue reporter Fortesa Latifi about the rise of child influencers, the growing legislation trying to protect them, and the very real existential dread of parenting in a world where social media clout might just be more valuable than a college degree. From influencer economics to the changing definition of a “job,” we ask: what are we preparing our kids for—and would it be bad for them to unplug? Read Fortesa's article in Teen Vogue here. Join our newsletter community here. Pre-order EVERYONE IS LYING TO YOU here. Visit our lovely sponsors here. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	Here's the truth about AI. AI is only as powerful as the platform it's built into. Service Now puts
0:06.6	AI to work for people across your business, removing friction and frustration for your employees,
0:12.7	supercharging productivity for your developers, providing intelligent tools for your service
0:17.6	agents to make customers happier. All built into a single platform you can use right now.
0:23.3	That's why the world works with ServiceNow.
0:26.5	Visit ServiceNow.com slash UK slash AI for people.
0:36.5	Imagine this, a mansion filled with creators and social media stars.
0:42.5	Cameras rolling 24-7.
0:45.8	Every single moment broadcast to millions.
0:50.0	Maybe you're picturing Big Brother or the real world.
0:53.7	But what if I told you that the stars of this house aren't adults or even teenagers?
0:59.8	They're actual kids.
1:02.7	Eight to 12-year-old kids.
1:05.7	Welcome to the emerging world of Gen Alpha Content Houses,
1:13.7	where the next wave of social media stardom is still in elementary school. Today we're talking about something called the Sweet Sisterhood.
1:19.0	It's a collective of young girls with about 100 million followers, and they're banding together
1:24.8	to create something like the first version of a Gen Alpha content house.
1:29.2	But it's not really a house.
1:32.2	It's more of a collective where the moms of these children bring them together to multiply their brand value.
1:39.3	I want to play you just a little clip of their announcement on Instagram Reels.
1:46.0	You guys, we are so excited. We are officially the third members of the Sweet Sisterhood.
1:50.0	A content house?
	...

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