Marketing to Gen Alpha: How Brands Can Win the Next Generation of Consumers

Move over, Gen Z, Generation Alpha is stepping into the spotlight. Born between 2010 and 2024, this digitally native, socially conscious, and globally connected generation is about to enter the consumer market – and they’re even coming with their own money. As Gen Alpha teens begin landing their first jobs and making independent purchases, understanding what motivates them is critical for any brand looking to build long-term loyalty.

Who Is Gen Alpha?

Generation Alpha is the largest generation in history, expected to reach 2 billion people worldwide this year. In the U.S. alone, Gen Alpha makes up roughly 45.6 million kids and teens, over half of whom are children of color. This is the most diverse and inclusive generation yet, one that expects to see those same values reflected in the brands they engage with.

Raised on YouTube, TikTok, and Roblox, Gen Alpha spends an average of 7-8 hours a day on devices, with YouTube leading as their top discovery platform. They crave interactive, short-form, and personalized content, often turning to content creators rather than traditional ads for entertainment and brand recommendations.

Gen Alpha’s Shopping and Purchasing Trends

Unlike previous generations, Gen Alpha’s influence on family spending starts early, with 70% of parents saying their children impact household purchases. From tech gadgets and gaming gear to wellness and creative tools, this generation favors products that blend fun, learning, and self-expression.

When it comes to brand discovery, Gen Alpha lives inside these digital ecosystems. They’re most likely to find new products through YouTube videos, TikTok creators, and in-game experiences on platforms like Roblox or Fortnite. They expect immersive storytelling and gamified brand interactions, where entertainment meets engagement.

Key Gen Alpha consumer trends include:

• Mobile-first discovery: Search starts inside YouTube and TikTok, not Google.
• Creator-led trust: Mid-tier influencers and peers drive authenticity more than polished ads.
• Hybrid play: Products that merge the physical and digital, like collectible toys with AR unlocks, dominate wish lists.
• Purpose-driven purchasing: Sustainability, inclusivity, and social impact influence what “cool” means to this generation.

How Brands Can Reach Gen Alpha

To connect with Gen Alpha consumers, brands must act less like advertisers and more like participants. Create interactive short-form videos, collaborate with content creators, and experiment with gamified experiences on platforms like Roblox or Snapchat. Show up where they are in ways that feel authentic, playful, and purposeful.

It’s also equally important not to forget the parents. This generation’s purchases still pass through adult approval, meaning clear messaging around safety, privacy, and educational value helps turn interest into conversion.

Why This Matters for Brands

Generation Alpha’s spending power may still be emerging, but their influence on household and cultural trends is already massive. By reaching them early, brands can cultivate loyalty that lasts decades, provided they respect their intelligence, values, and creativity.