Tipped to outnumber the Baby Boomer generation, those born from 2010, otherwise known as Gen Alpha, will be the first group who will likely live long enough to see in the 22nd century.
So brands are going to need to learn to understand this latest cohort if they’re going to market to, relate to, and be relevant to them.
Paul Hickey is Head of Strategy, SAMY Alliance, and here he takes you inside the world, or worlds rather, of Generation Alpha…
Are Gen Alpha kids tech-obsessed mini adults or hapless digital zombies? News headlines are often quick to label them without digging too far, but much-needed research reveals a far richer and accurate narrative.
Shaped profoundly by their Millennial parents, Generation Alpha — the cohort born between 2010 and 2024 — is emerging with a distinctive identity, blending digital fluency with creativity, inclusivity, and emotional intelligence.
As one of the authors of the recently published Gen Alpha Handbook, I’ve been exploring the defining traits of the world’s youngest generation.
While they are undoubtedly digital natives, growing up immersed in platforms like Roblox, YouTube, and TikTok, their story runs much deeper.
Crucially for marketers, their outlook is largely shaped by Millennial parenting — a uniquely nuanced approach that blends optimism, emotional honesty, and practicality.
For those puzzled by this often-misunderstood generation, looking to the Millennial parenting blueprint provides a clear path forward. By tapping into these insights, brands can hope to forge more meaningful and authentic connections with the next wave of consumers.
The “do as you do” generation
One of the most striking distinctions of Millennials, compared to previous generations, is their parenting style has shifted away from the more authoritarian “do as I say” approach of the past.
Instead, Millennial parents tend to focus on empowering their children to embrace independence, explore creativity, and — as best they can — confidently navigate a complex and changing world (how else to get through lockdowns, understand climate change, or grapple with revolutionary tech like AI?).
Furthermore, they lead by example, fostering emotional intelligence and adopting a mindful approach to both digital and real-life experiences.
This shift in parenting has fuelled Gen Alpha’s defining traits: creativity and adaptability.
They are genuine builders, both in the digital and physical worlds. From crafting intricate universes on Minecraft to dabbling in home experiments inspired by TikTok, they tend to see everything as a tool for self-expression.
This vast freedom to explore, combined with a steady stream of positive reinforcement, has also fostered an entrepreneurial spirit in Gen Alpha.
Many, our research discovered, already dream of turning hobbies into careers, reflecting their parents’ value on purpose-driven success. Many have made it a reality already thanks to the rise of social video platforms and UCG monetisation capabilities..
For brands, this opens an unique door. By creating platforms for experimentation, from customisable products to creative digital tools, brands can offer Gen Alpha the chance to co-create and personalise experiences, deepening engagement.
Companies like LEGO, which has evolved to blend physical play with digital innovation, exemplify this trend by offering tools for limitless imagination.
But it’s potentially the tip of the iceberg in what can be done, and the rise of transformative technologies such as AI — which provide powerful creative tools never seen before — should provide the springboard to take this much further in the coming years.
Balancing digital and real-world play
Despite what many people think, Gen Alpha is not just about screens. While they certainly live digitally connected lives, they also enjoy — breathe a sigh of relief — physical activities.
Indeed, nearly half of Gen Alpha prefers playing outside to watching YouTube videos, reflecting their Millennial parents’ emphasis on balance.
Gen Alpha are as likely to be found riding bikes or experimenting with arts and crafts as they are streaming their favourite content. Sometimes they’ll do both at the same time.
But what marketers should take away from this is the need (and opportunity) to exist in both worlds, and look for ways to make useful bridges between them.
Happiness and emotional intelligence as success markers
Millennial parents, shaped by the pressures of economic uncertainty and a hyperconnected world, place a high premium on happiness and mental health.
For their children, this translates to a redefined notion of success. Where older generations prioritised grades, job titles, and material wealth, Gen Alpha is learning that emotional intelligence, authenticity, and relationships often matter more.
This parenting approach aligns closely with Gen Alpha’s penchant for inclusivity. They are the first generation to grow up with diversity and equality as a baseline, not always a fight.
From calling out online bullying to supporting brands that champion sustainability and representation, they are already proving to be socially conscious advocates.
This means that brands need to hardwire transparency, ethics and purpose-driven messaging into their DNA to really cut through with Gen Alpha today.
Campaigns that want to make deep and lasting connections — those they hope will be looked back on with deep nostalgia later in life — must not only align with their values but also involve them directly.
Consider initiatives like Headspace’s collaboration with Sesame Street and Penguin Random House, which teaches mindfulness through relatable narratives.
This type of meaningful engagement builds trust and loyalty, which sets a path for turning young audiences into long-term brand champions.
The Millennial blueprint
Whatever strategy brands choose to adopt when considering Gen Alpha, there’s no wriggle room on making assumptions.
For those actively targeting them now, then it’s important to look to the forces that shape their worlds and development, which is why Millennial attitudes are such a rich ground for discovery.
Yet even for brands that consider Gen Alpha beyond their immediate scope, understanding this generation is essential.
Before long, they will emerge as key drivers of cultural, social and economic trends, making early insights invaluable.
Grasping who Gen Alpha is today provides a foundation for understanding them in the future.
There is still much to learn, and nothing is necessarily fixed, especially if we consider powerful new trends that are beginning to emerge in their already influential Millennial parents, such as the widening gender divide between liberalism and conservatism.
Yet this makes it even more important for us to continuously deepen our understanding of the young people who will ultimately shape our shared future.