That is according to a new report from PR agency Hotwire and Wired Consulting, which is designed to help practitioners consider how to market products to 'generation alpha' - those born from 2010 onwards.
Trends such as an increased use of voice technology and internet-enabled toys, coupled with people from this group not immediately engaging with advertising, will force brands to adopt increasingly reactive approaches, the report says.
Brands will also need to be more subtle in the way they communicate with generation alpha, talking to them "on their terms and focusing on helping them at their point of need", the report adds.
Emma Hazan, global head of consumer at Hotwire, said: "In order to reach generation alpha, brands must build emotional connections over time in order to survive. If you're not seen as meaningful to this audience, then you might as well not exist.
"Proactive communications will have to change to entertain people in a memorable way and keep them coming back for more. We must focus on tightly targeted placement of our reactive communications so we make an impact when generation alpha needs answers - the winners will be those that can be persuasive yet concise, and importantly, be the most visible on Google."