Decoding Gen Alpha: A Primer on the Next Gen of Consumers

WE’s new research gives the scoop on how brands can connect with the next critical generation of consumers.

Move over Gen Z, there’s a new Alpha in town. As true digital natives and the “AI generation,” Gen Alpha (born 2010-2024) is already starting to redefine major industries and their ability to shape culture continues to grow.

WE Communications’ new “Alpha Intelligence” survey explores how older Gen Alpha kids (ages 10-14) and their parents are navigating our tech-driven world. Drawing on key findings from our survey, we hosted a webinar for PR and comms professionals. Below is a snapshot of what we discussed:

Flexing Their Influence

Growing up in a digital world where they have virtually unlimited access to information and content has given Gen Alpha an outsized influence in culture and at home. But they are also influenced by many — some surprising — sources.

For example, we surveyed Gen Alpha kids about who influences what they think is cool or what they like. “Friends” (69%) was by far the top response. Surprisingly, “parents” was actually next on the list (50%), followed closely by “online content creators” (46%). However, when we asked parents of Gen Alpha the same question on behalf of their kids, only 32% named themselves. So, parents are underestimating their own influence and many are actual arbiters of cool for their young kids — at least for now.

We also looked at why Alphas participate in online trends such as TikTok challenges or skincare routines. Their responses revealed that it’s because Alphas want to be in the know (43%), to be accepted by other kids (41%), and because they like to join new communities (35%). And about a third also said they just don’t want to feel left out.

Growing Up With Technology

As technology heads into innovation overdrive, it’s no surprise that tech is defining this group like no generation before. 

Parents of Gen Alpha understand the need for technology and artificial intelligence (AI) in their kids’ lives but are apprehensive about what it means. For example, 38% said they’re happy that tech tools are available to make life easier for their kids, but more than half are worried about things like safety and security. And 38% are nervous about their kids relying too much on technology. The top three areas parents think tech will positively affect their kids? School, friendship and work. Conversely, they believe that tech will negatively impact mental health, physical health and relationships.

When it comes to AI, we discovered that kids are underestimating how much they use the technology. Nearly a third (29%) of kids say they rarely or never have used AI. However, of those kids, many actually have used AI-powered platforms and tools like Siri, Alexa, Spotify and photo filters, suggesting that they are unaware that they’re even using AI.

Chasing Trends and Seeking Vibes

How can brands build real and lasting relationships with a generation growing up in an “artificial” world filled with fake images, doctored videos and parasocial relationships? According to our survey, brands need to both pop in culture and appeal to the individual if they want to connect with Gen Alpha. Eighty-four percent of kids say their favorite brands reflect their vibe and things that are important to them. And when we asked what’s more important — that a brand is popular with their friends/is trending online or that the brand reflects their personal vibe, nearly 4 in 10 (37%) kids think that both are equally important.

Where Do We Start?

Is your brand ready to engage with the next generation of consumers? Are you in a position to start connecting with them and become a beloved Gen Alpha brand? Just like other generations, Gen Alpha is not a monolith, so there’s not just one way to attract them. To get started, here are three things to consider doing right now:

1. Acknowledge that Gen Alpha is not only the future consumer but also on the “board of directors” of family purchasing decisions today
2. Provide guidance to parents and be more transparent and thoughtful about how you’re leveraging technology in your consumer-facing efforts
3. Balance your messaging and programming between appealing to the trend-chaser and the vibes-seeker

If you’re not sure whether you’re in a ready position to engage Gen Alpha and their parents, contact GenAlpha@we-worldwide.com to get our Gen Alpha Readiness Checklist for some key questions to ask within your halls.