It is well known by now that Coachella - the annual music festival held at the Empire Polo Club in Indio, California, just 30 minutes from Palm Springs and less than a two hour drive from Los Angeles - has just as much to do with brands and consumer culture as it does music, if not more.

The New York Times just wrapped its inaugural Well Festival—a day dedicated to all things mental, physical, emotional, and social well-being. With buzzworthy panels and cultural moments that resonated far beyond the wellness crowd, this wasn’t just a feel-good event; it was a blueprint for how brands can show up meaningfully in the lives of modern consumers.

Here are the top 5 takeaways and what they mean for your next campaign:

Generation Alpha is entering its tweens with their allowance money ready to be spent on more than just ice cream and candy.

Razorfish and GWI conducted a joint study this past fall of 2,300 Gen Alpha (2010-2024) kids aged 9-13, and the results may come as a surprise.

Now, even though Gen Alphas are a good few years away from full-time jobs and salaries, their purchasing power and sway in their homes are undeniable. According to the study, “61% of parents say their kids have a big influence on what their family eats, while 77% are interested in being an active participant in grocery shopping. And their impact goes beyond food––61% of parents say their kids have final say on which car they purchase.”