Gen Alpha: Decoding the Future's Most Influential Consumers

As we’re still pondering how to deal with gen Z, the next generation, gen Alpha, is just around the corner. Born in or after 2010, they not only upend everything we know about the older generations X and Y, but they are also very different from the next oldest cohort, gen Z. Today’s 15-year-olds and younger will revolutionise our working world and market dynamics. Simone Jocham, innovation expert at Mediaplus, explains why companies should take a close look now. 

Mia is 13 years old. Her morning routine resembles a digital choreography: half asleep, she checks the latest news from her friends, jumps from Instagram to TikTok and takes a glance at the trends of the day before she even thinks about her breakfast. It also goes without saying that Mia boards the school bus with her smartphone, holding her touchscreen firmly in her hand. For others a digital overdose, but for Mia and her peers, this is a normal start to the day. The successors to generation Z (1995–2010) are growing up in a world where smart devices, touchscreens, and apps such as YouTube, Netflix and Google Maps are as much a part of the daily routine as going to school. And that’s hardly surprising: their parents are mostly millennials (1980–1994), who lead a technology-oriented lifestyle and pass it on to their children. It’s no coincidence that the trend researchers at the WDR Innovation Hub describe it in their Future Report as the most digital, global, mobile, social and visual generation ever.  

Above all, however, they will have a major impact on the economy of the future: by 2025, generation Alpha will pass the two billion mark globally, overtaking the baby boomers. 

Pandemic as a catalyst for digital education 

The recent coronavirus pandemic has had an impact on this generation like no other. For gen Z and the generations thereafter, it represented a deep upheaval in habits. For gen A, the pandemic and its associated rules and restrictions also meant an acceleration of existing trends. It has made children more creative and resilient. Technology is more integrated into their daily lives than before, while at the same time they appreciate more what they temporarily lost and what is important to them: time with family and friends as well as physical attendance at school. This also increases their desire for screen-free time, which in turn leads to a greater preference for podcasts. Comedy, true crime and interview formats are particularly popular here. Streaming at home takes a back seat. According to a study by research institute McCrindle, this generation longs to return to the cinematic experience, which enables them to switch off in front of the big screen, without their phones, and keep pace with the latest film trends. 

Connected at an early age: gen Alpha shaped by social media and gaming 

While gen Z grew up with the Internet as a matter of course, generation Alpha was born into an even more interconnected and technology-oriented reality. They have no problems using educational apps such as ‘Tafeldiploma’ on their tablets or getting to grips with interactive gaming apps such as ‘Bluey’ and ‘Gabby’s Dollhouse’, as their tech-savvy parents set few boundaries in this regard. This is in stark contrast to generation Z, whose use of digital devices was the focus of many domestic disputes. 

In recent years in particular, generation Alpha’s interest in social media has shifted significantly – away from social interaction and towards accessing information. According to a GWI Kids study, almost 40% of gen Alpha now use social media to find out about news and current trends via memes, music and podcasts. By way of comparison: for those born before 2010, social media is primarily used for interpersonal communication and to pass the time.  

The reason for this is clear: gen Alpha is always on the lookout for fun, engaging and visually appealing content to share with like-minded people. It’s no wonder that platforms such as Discord and Reddit are experiencing a huge boom – they offer precisely this space, which is very much tailored to personal interests and communication. TikTok and YouTube also give people the opportunity to express themselves creatively and become part of the creator economy. Like gen Z, gen Alpha is in gaming fever. For 8- to 11-year-olds who do not yet own a smartphone, it is the most popular leisure activity. With games like Roblox and Minecraft, they create their own worlds and experience thrilling adventures. Until 2021, the focus was on playing together and communicating with others online. Just one year later, as the GWI Kids study shows, single-player games have become much more popular – an example of how quickly the preferences of young users change. 

Progressive, but not so independent: the effect of helicopter parenting 

But real life is not a game. Intensive media use leads to challenges in everyday activities. Generational researcher Rüdiger Maas has observed increased restlessness and a lack of concentration in gen Alpha. The frequent use of digital devices to support learning reduces frustration tolerance. But Maas also blames the generation’s millennial parents. Like helicopters, they hover over their overprotected offspring; like snowploughs, they rigorously sweep aside problems and challenges for their children. A wide range of activities and experiences together nip boredom in the bud. The result? Children often don’t know how to occupy themselves and how to solve conflicts independently. Maas therefore believes that, despite their technological expertise, this generation will be less independent and capable. 

The megatrend of sustainability is overshadowed by climate fatigue 

At the same time, the progressive attitude of generation Alpha is strongly influenced by their parents, who place great importance on diversity, equality and inclusion. These factors will therefore be important characteristics that today’s young people will use to choose their future employers. The importance of environmental issues is taking a back seat. As recently as 2021, they were at the top of the gen A and gen Z agendas, but, according to the latest GWI figures, interest among younger people is now waning. This is because they feel overwhelmed. Too many problems, too few solutions. Nevertheless, climate change remains present and is reflected in commitments to carbon-neutral living, not taking flights and reduced meat consumption. Despite climate fatigue, generation Alpha is interested in experiencing nature and engaging in outdoor activities: a counterpoint to the digital world. 

The future of generation Alpha is therefore shaped by a multitude of complex and contradictory trends. Psychological stresses such as anxiety disorders and depression will increase. But these challenges are also accompanied by chances: research agency McCrindle predicts that gen Alpha will have a longer life expectancy and a world full of opportunities. 

For generation Z, economic uncertainty and political dissatisfaction have already led to an observable shift to the right. Many young people feel abandoned by the established parties and are looking for clear, simple solutions, which is what the far-right German AfD party promises them, as indicated by the representative survey ‘Jugend in Deutschland 2024’. We need to start by opening up opportunities for gen Z, but also for gen Alpha, who are already important opinion leaders. 

Purchasing decision-makers of tomorrow, but also of today  

The pandemic has led to a more even distribution of decision-making power in households: children have a say in shopping. With the increase in online retail, gen A has begun to manage its pocket money independently. This trend towards early financial education is being recognised and harnessed by major brands: companies like IKEA and Disney are adapting their marketing strategies to create intergenerational content that appeals not only to parents, but also to the youngest members of the family. 

This is paying off: younger children develop strong brand loyalty at an early age, especially when it comes to everyday consumer products such as food, snacks and entertainment, but also games. Gen A is setting its own trends and influencing pop culture. According to Morning Consult data, 46% of older members of generation Alpha are already requesting specific brand products. Apps such as ‘GoHenry’ are picking up on this trend. British parents use the app to monitor their children’s financial activities and provide basic financial knowledge.  

Companies need to rethink 

As we can see, gen Alpha ticks completely differently. In a world in which this generation is becoming an influential economic factor, it is essential for companies to focus their strategies on the needs and expectations of this young consumer group: 

1. Create attractive digital experiences:  

For tech-savvy gen Alpha, the Internet is a natural living and learning space. Companies should therefore offer not only entertaining, but also educational, digital content in order to appeal to the interests of children through their drive to play and learn. Such offerings can help to establish a positive brand perception at an early stage and build long-term relationships.  

2. Convey authenticity and transparency:  

Generation Alpha is growing up with an intuitive understanding of the digital world, which requires a high degree of authenticity and transparency. Brands that embed these values in their communication and business practices create trust and a positive image.  

3. Offer personalised experiences and products:  

Responding to individual preferences is key to reaching generation Alpha. Customising products and experiences – not only to age and taste, but also to personal interests and current generational trends – not only strengthens customer loyalty, but also fosters brand loyalty. Personalisation can be reflected in everything from customised educational apps to bespoke toys and clothing.  

In short, gen Alpha is not just observing the digital transformation, but spearheading it. Their early familiarity with digital technologies and their growing importance in the marketplace are forcing companies to rethink traditional marketing approaches and respond dynamically to new needs. It is no longer enough to just sell products. The challenge is to create content that not only informs, but also inspires and excites. Ultimately, it’s about building genuine relationships and delivering experiences that are as dynamic and personal as the generation itself.