So I’m in an airport lounge, waiting for my flight. I’m seated across from a mother and her daughter. The girl, no older than ten or eleven, is engrossed in her iPad. I assume she is playing games, or maybe engaging with her friends in social media. You know, kid stuff. I go back to suffering through my email. But then I overhear the girl excitedly tell her mom that, using ChatGPT, she found a hotel that had a nice pool and was “within easy walking distance to the city’s main attractions”. I discretely continue to observe as they inspect the hotel on a booking site, and then as the girl reserves it using her mom’s credit card.

Now try to imagine yourself at 10 years old making travel reservations for your family. Exactly.

This casual interaction was a glimpse into the world of Gen Alpha—a generation that seamlessly integrates technology into their lives, using AI and digital tools…not just for entertainment but for real-world problem-solving and decision-making.

For Gen Alpha, engaging with technology is second nature. They’re not just consuming digital content; they’re leveraging technology to influence everyday choices, from travel plans to the family’s broader purchase decisions.

Gen Alpha is on track to become the largest generational cohort, with over 2 billion members by 2025, surpassing Gen Z, Millennials, and Boomers. But this story isn’t just about the numbers; it’s about the growing influence of these young consumers.

Brands have long targeted children with products like toys, cereals, and games, but Gen Alpha’s impact extends well beyond these traditional kiddy categories. They are playing a pivotal role in decisions about all manner of purchases, reshaping consumer dynamics globally.

To connect with this emerging generation, brands need to understand not just who Gen Alpha is but how they interact with the world.

Of course, engaging this tech-savvy, connected group comes with its own challenges, including ethical considerations around privacy and the protection of young consumers.

In this story, we’ll explore what makes Gen Alpha unique, how they differ from Gen Z and Millennials, and what brands need to know to effectively and ethically engage with this powerful new wave of influence.

Defining Gen Alpha

Gen Alpha, born from 2010 onwards, is the first generation to grow up entirely in a digital age, making their interaction with technology deeply intuitive and fundamentally different from previous generations. They engage effortlessly with AI-driven assistants, apps, and interactive content before they can walk. They are the first generation to experience remote classrooms, streaming services and portable digital devices from birth. This generation has no memory of a world without smartphones, tablets, and digital assistants like Siri, Alexa, and Google Assistant. (For reference, the iPhone was released in 2007, the iPad in 2010 and Siri in 2011.) They have never owned a CD player.

Globally, Gen Alpha’s digital immersion is significant. For example, 72% of students globally use some form of digital device in the classroom, with many using school-provided tablets or laptops. In the U.S., 90% of children under 12 have access to a tablet or smartphone, reflecting their near-constant interaction with technology. In Australia, 83% of children aged 6-13 are frequent users of smart devices, often engaging with educational games and entertainment apps.

Gen Alpha’s influence extends beyond personal use; they are already impacting family purchasing decisions. In the U.S., 60% of parents report that their children significantly influence decisions about home technology purchases, such as smart devices and gaming consoles. Similarly, in China, nearly 60% of Gen Alpha kids help plan family travel, often using platforms like Trip.com or Fliggy to find accommodations and activities suitable for their interests. In Brazil, 40% of families consult their Gen Alpha children on car purchases, factoring in their preferences for tech features and entertainment options in vehicles. In the UK, over 75% of children under 12 regularly use voice-activated assistants like Alexa, influencing everyday choices such as meal planning or setting reminders.

Gen Alpha is also diverse and socially aware. In the U.S., 47% of Gen Alpha identify as non-white, reflecting a broader trend of increasing diversity within this generation. Many Gen Alpha children place high importance on equality and inclusivity, with 93% of 7 to 9-year-olds believing it’s important to be accepted for who they are, and 60% stating that everyone should be treated the same regardless of differences.

As they grow, Gen Alpha’s comfort with technology positions them as a powerful force in shaping future consumer trends. Brands are recognizing the importance of engaging with this digital-native generation—not just by targeting them directly, but also by acknowledging their role as key decision-makers within their households. Understanding Gen Alpha’s characteristics and influence will be crucial for brands aiming to stay relevant in an increasingly digital and diverse marketplace.

Gen Alpha: Aren’t They Just the New Gen Z?

So, how exactly is Gen Alpha different from Gen Z, another tech-savvy generation? Think of it like this: if Gen Z grew up with technology, Gen Alpha is growing up in technology.

While Gen Z (born 1997-2012) saw the rise of mobile-first platforms and learned to navigate the early days of social media, they prioritize authenticity and social justice in their brand engagement. They experienced the world shifting into a digital realm but remember a time before the constant barrage of push notifications.

Millennials (born 1981-1996), on the other hand, were the pioneers of the internet age. They grew up with dial-up and chat rooms, transitioning into a world of broadband and social connectivity. They respond to marketing that emphasizes experiences, personalization, and value-based content because they’ve watched the internet mature into an entitlement near as essential to modern human existence as water.

Enter Gen Alpha. These kids are interacting with AI, smart home devices, and personalized content as if it’s their birthright. They don’t just navigate technology—they natively expect it to cater to their every whim, from instant access to entertainment to personalized education platforms to virtually any product or service delivered to their door in days…or hours…or minutes. In Brazil, 70% of children are already using digital educational tools, and in India, tech exposure is rapidly growing, fueled by government initiatives. Gen Alpha is growing up in a world where interacting with technology is as second nature as breathing, and they expect it to be immediate, seamless, and personal.

Approaching Gen Alpha: Is It Too Early?

Brands have always targeted kids for the classics: toys, cereals, games, and candy. But now, Gen Alpha’s influence stretches far beyond the cereal aisle. Take car brands, for example. In Brazil, Honda has been crafting interactive showroom experiences to engage families, with kids steering virtual test drives. Not exactly Hot Wheels, right?

Gen Alpha also has a different relationship to money thanks to the ubiquity of digital payments, and brands are taking note. ImageNPay in the UK offers a virtual prepaid card for kids as young as 8, allowing them to personalize their cards with images from popular brands like Star Wars’ Yoda and Pokémon, making the experience engaging while teaching them money management skills. This platform also emphasizes sustainability with its plastic-free, fully digital cards, providing parents with full control through spending limits and real-time monitoring.

Samsung has focused heavily on creating smart home ecosystems, and many of its products—such as smart fridges or virtual assistants—are designed to integrate with family life, where Gen Alpha is an emerging influencer.

In Australia, Woolworths—a grocery chain—has launched an app aimed at teaching kids healthy eating. And in Japan, tech company Rakuten is integrating kid-friendly interfaces on its e-commerce platform, appealing to young influencers and their purchase decisions.

Globally, 60% of parents report their children influence tech purchases—everything from smart speakers to the latest tablets. Brands like LEGO and Roblox know this, offering gamified platforms to entice the next generation of digital decision-makers. And virtual influencers, like Japan’s “Imma,” are also swooping in to captivate young audiences through digital narratives.

Adidas’s collaboration with the gaming platform Fortnite introduces branded virtual products that young gamers, including Gen Alpha, can use in-game, blending entertainment with marketing in a way that feels natural to this tech-savvy generation.

It’s not too early to engage with Gen Alpha, but brands need to tread wisely. Right now, much of their influence is felt through their parents. But engaging early builds long-term loyalty. So while Gen Alpha may be a bit young to swipe their own credit cards, the groundwork for future brand relationships is already being laid.

Ethical Considerations and Protecting Young Consumers

Brands have already learned to be sensitive when marketing to children, with legislation in place worldwide to protect juveniles. Regulations like COPPA in the U.S., GDPR-K in the EU, and similar standards in Asia and Latin America create a framework to safeguard young users’ data and ensure ethical practices. As Gen Alpha’s influence expands into tech, entertainment, and even sustainable products, privacy concerns grow. Responsible marketing, like LEGO’s focus on non-commercial play and Apple’s privacy-first design, highlights the importance of balancing personalization with protecting children’s data.

Global regulations are also increasingly strict about how brands engage with younger audiences. Platforms like YouTube Kids and TikTok have developed restricted content modes to comply with these standards, limiting data collection and content for users under 13. Brands need to be cautious when integrating ads into educational apps or platforms heavily used by children to avoid exploitation.

Navigating this landscape requires transparency and care, especially as Gen Alpha’s influence increases. It’s not just about avoiding legal pitfalls but maintaining trust with this emerging generation of digital natives, as well as with the parents or guardians that guide them.

Preparing for Gen Alpha’s Full Market Entry

To build long-term loyalty with Gen Alpha, brands must focus on ethical, innovative, and value-driven engagement. Marketers should start by creating immersive experiences that integrate education, sustainability, and technology. For example, Fisher-Price’s AR-enhanced toys and IKEA’s sustainability workshops in Europe cater to Gen Alpha’s growing awareness of both digital and environmental spaces.

Key Recommendations for Marketers

1. Ethical Engagement: Brands that prioritize transparency and avoid exploitative tactics will gain trust. Focus on providing value while respecting privacy laws like COPPA and GDPR-K.
2. Interactive & Personalized Experiences: Gen Alpha expects interaction—even more so than Gen Z. Consider more gamified content, AR/VR platforms, or interactive apps to engage this generation in a meaningful way. L’Oréal (France): L’Oréal has developed digital beauty experiences targeting younger audiences, including virtual makeup try-ons. This innovative use of AI appeals to Gen Alpha’s desire for interactive and personalized experiences.
3. Sustainability Matters: Gen Alpha will likely demand even more from brands in terms of sustainability and ethical sourcing, so aligning your brand with authentic environmental and social initiatives is crucial. Danone’s campaigns around sustainability and health, such as its “One Planet. One Health” initiative, appeal to Gen Alpha’s growing awareness of environmental issues and health-conscious choices. Patagonia’s eco-friendly approach and Uniqlo’s recycling programs also set strong examples.
4. Early Engagement for Long-Term Loyalty: Starting early with tailored content for Gen Alpha (while respecting regulations) can establish brand loyalty that persists into adulthood. Virtual influencers, personalized content, and educational platforms are key tools in this approach. But avoid aggressive or exploitive sales tactics.
5. Global Reach: Since Gen Alpha spans a diverse global demographic, tailor your strategies regionally. For example, AR-based educational tools might resonate more in Brazil, where digital educational platforms are already mainstream, while sustainability-driven campaigns might work better in Europe.

Brands that adapt to Gen Alpha’s expectations—focusing on immersive, ethical, and sustainable experiences—will not only capture attention but also nurture lifelong brand loyalty.

Final Words

Gen Alpha is poised to be a transformative force in consumer markets, with their tech-savvy nature and influence on family decisions already shaping brand strategies. For businesses, the key to successfully engaging this demographic lies in responsibility, innovation, and building long-term relationships rooted in trust and respect.

As Gen Alpha ushers in a new era where technology, ethics, and engagement converge, brands that thoughtfully navigate this evolving landscape will set the standard for future generations.

Sources:
• Demandsage: Generation Alpha Stats For 2024
• Exploding Topics: Generation Alpha: Statistics, Data and Trends (2024)
• GWI: Generation Alpha Global Insights and Trends
• Qustodio: Report on Digital Device Usage in Education