Gen-Z may be all-the-rage right now, but there’s one more generation we need to discuss in our generational marketing series…Gen Alpha.

Born between 2010 and 2024, Generation Alpha is the youngest and largest generation yet, estimated to have more than two billion members worldwide. As the oldest Alphas turn 15 this year, they’re already influencing household purchases - and it won’t be long before they start entering the workforce. In other words, it’s time for marketers to start paying attention now.

Growing Up in a Digital World

Gen Alpha is the first fully digital-native generation, born into a world of smartphones, tablets, and instant access to information. While Gen Z’s formative years were shaped by the 2008 financial crisis, Gen Alpha’s defining event was the COVID-19 pandemic, which moved school, play, and social interaction almost entirely online.

As a result, their early years were marked by virtual classrooms, online activities, and small real-world social circles. Yet, this generation is now redrawing boundaries around technology. They’re actively balancing digital life with offline experiences — showing renewed interest in tangible, in-person entertainment. There’s been a 16% increase in kids adding physical toys to their wishlists since 2023, and board game popularity is up 8%. Meanwhile, fewer parents are describing their children’s internet use as “heavy.”

Despite their digital fluency, Gen Alpha is quite private online: only one in ten aged 11–15 say they post everything they do, and only two in five feel comfortable sharing their real opinions. They’ve seen the downsides of “cancel culture” and toxic online environments, so they scroll, save, and curate — but rarely engage publicly.

This generation is also more selective with the content they consume. Many are tuning out news and activism-heavy feeds in favor of lighter, more empowering topics like podcasts, beauty, fashion, and tech (especially mobile). Having technology and the internet for their entire lives means this generation has more access to information than any preceding generation - and it makes sense that they’d want to incorporate some boundary-setting to protect their mental health. Still, their Millennial parents have encouraged open dialogue on topics like mental health, body image, environmental issues, social equality and more - fostering maturity and social awareness. An article by Wix states, “They believe in causes beyond themselves: Over 30% are already thinking about ways to make a difference and want to help people or the planet, having been exposed to global news and issues at an early age.”

Gen Alpha as Emerging Consumers

Though young, Gen Alpha already wields significant purchasing influence. Seven in ten parents say they’ve made purchases based on their child’s favourite show or character. Gen Alpha are also inspired by relatable, informational or aspirational content creators - and this, too, influences household purchases. In fact, “more 12–15 year olds now say they rely on influencer recommendations to choose a snack than traditional gimmicks like collectible stickers or toys.” (GWI)

For brands looking to appeal to Gen Alpha, authenticity, entertainment, and personalization are key. Their tech-centered upbringing means they’re used to social feeds, video games (e.g. roblox) and shopping experiences that are tailored to them - and now, they expect personalization from their products and customer service experiences. At the same time, Gen Alpha is socially aware and already involved in “big” conversations from social justice issues, to mental health advocacy and more. Like their Millennial parents, they will be choosy shoppers, picking brands with strong stories and values that align with their own.

As far as reaching them online, Gen Alpha is most prominently on mobile devices. Two-thirds of 8 to 11 year olds have access to a smartphone, and their most preferred social channel is YouTube. Alphas respond best to short-form, visually engaging, or gamified content — like polls, contests, or interactive challenges. However, their quiet online presence means they aren’t likely to publicly engage with your business - so they won’t respond to calls to “like” or “share.”

How We’d Use Promo to Reach Them

If we wanted to reach Gen Alpha, we’d create online contests, games and polls to grab their attention. For example, we might launch a trivia quiz hosted by a popular Youtuber among their age group. The prize? Cool promo they can collect, personalize or use for ‘real world’ social activities from sports, to board games and beauty accessories. It’s important to note that in-store promotions are still an effective way to connect with families as they’re grocery shopping or running errands – so we wouldn’t count out an eye-catching display either!

According to GWI, “the days of advertising through parents are fading” because of their access to the internet, mobile tech and social media. However, at this stage, parents still have the last say when it comes to the products purchased in the household. Parents and kids are paying attention to the quality of your offerings, the story behind your brand, and the way you’re reaching out to them. Keep this in mind to help you reach Gen Alpha and their parents in an impactful and memorable way!