New Report Uncovers Gen Alpha, the Generation Soon Shaping Our Lives

The new report by SAMY Alliance offers an in-depth exploration of Generation Alpha (born from 2010 onward) – shedding light on their unique cultural codes, values, and behaviours. This report, compiled through digital ethnography, expert interviews, and qualitative consumer insights, aims to guide brands in understanding this tech-savvy, globally connected generation.

Key findings indicate that Generation Alpha is redefining childhood in a hyper-connected world, blending digital and real-life experiences seamlessly. Central themes emerging from the research include their desire for authentic content, preference for community engagement, and significant influence over household purchasing decisions. Unlike previous generations, Generation Alpha exhibits a "hyper-mature" outlook, with heightened awareness of global issues, and a unique ability to adapt to rapid technological advancements.

The report outlines four defining traits of Generation Alpha:

• Up-Ageing: Accelerated maturity due to constant access to information.
• World Builders: A strong inclination toward creation and innovation.
• Emotionally Savvy: High emotional intelligence, shaping their consumption choices.
• Influencer Voice: A powerful voice that drives not only their own choices but also impacts family dynamics.

“No generation will be like its predecessors. It’s like a law of nature. And it’s about time we start looking at how the youngest generation will start shaping our ways of being”, commented Jari Lähdevuori, executive creative director of Kurio, a SAMY Alliance agency. “It’s going to be the largest and wealthiest generation. Ever. Understanding Gen Alpha is critical to all communicators, even though we wouldn’t be communicating to them, precisely. For example, many of the generational traits highlighted in our report affected our recent, multi-award-winning Finland’s Energy-Wisest School campaign – which engaged 10–20 year-olds all over Finland in a purpose-driven campaign for Caverion and Microsoft.”

Find the full report here.