The Dawn of Gen Alpha

As brands, businesses, and organisations scramble to understand Gen Z and Millennials, the real game-changer is already on the horizon: Generation Alpha.

Born between 2010 and 2024, this cohort is set to become the most influential and digitally savvy generation yet. 

With a projected population of 2.2 billion by 2024 and an estimated economic footprint of $5.46 trillion by 2029, Gen Alpha isn’t just the next generation – they are the generation. 

Organisations that fail to recognise this will be left behind.

 Gen Alpha: The Digital Natives’ Evolution

Unlike any previous generation, Gen Alpha has been immersed in technology since birth. Raised on iPads and smart speakers, they’ve never known a world without social media or instant access to information.

By age 10, 58% of Gen Alphas already had their first iPhone, rising to 97% by age 12 in the UK. 

Their digital proficiency isn’t just a part of their lives; it’s a defining characteristic. This early exposure makes them more globally aware and socially connected than their predecessors.

Breaking the Mold: Gen Alpha’s Shopping Habits

Gen Alpha is rewriting the rules of consumer behaviour. Unlike previous generations who had distinct “kid” brands, today’s young consumers prefer the same brands their millennial parents trust. From Lululemon to Sephora, Gen Alpha is shopping where the adults do, demonstrating an early brand maturity that organisations must note.

  • Authenticity Over Everything: Gen Alpha values authenticity. They can see through traditional engagement tactics and are drawn to brands that reflect genuine values and transparency. This is why brands like Amazon, Apple, and Nintendo rank high among their favourites, who utilise gamification to further extend their reach.
  • Parental Influence: With significant purchasing power channelled through their parents, Gen Alpha’s engagement habits are heavily influenced by millennial values. This generation of parents emphasises sustainability, quality, and nostalgia, shaping their children’s preferences.
  • Tech-Savvy: Gen Alpha’s comfort with technology makes them more likely to engage with brands through digital channels. From voice-activated support to social media influences and FAQs built into ChatBots, their decisions are guided by tech at every turn.


Co-Designing the Future: Real-Time Feedback and Youth Insight

One of the most powerful aspects of engaging with Gen Alpha is their willingness to provide real-time feedback.

Co-designing services and products with young people is crucial for ensuring organizational relevance and innovation. Participation People’s workshops exemplify this approach, providing invaluable direct insights from young co-facilitators and incorporating real-time feedback into the learning experience. 

By engaging young people at every stage of design and user testing, organisations can save money and future pain points from the outset, ensuring their offerings resonate deeply with the target audience and are built right the first time.

Preparing for Gen Alpha’s Impact

Organisations that wish to thrive must start preparing for Gen Alpha now. This generation’s approach to sustainability, brand loyalty cultivated through millennial parents, and deep digital engagement present unique opportunities and challenges.

  • Sustainability Matters: Like Gen Z, Gen Alpha cares deeply about the environment. Organisations need to have a strong social or sustainable aspect to their identity to win their loyalty.
  • Embrace Innovation: Gen Alpha will enter the workforce in a world where AI and advanced technologies are the norm. Companies must adapt to this technological evolution to stay relevant.
  • Understand Parental Influence: As millennial parents heavily research and vet products, organisations must ensure they meet high standards of quality and safety to secure the trust and loyalty of Gen Alpha.
  • Mental Health Awareness: Gen Alpha is more likely to have a diagnosed mental health condition than previous generations, yet they are the least comfortable discussing it or seeking help. 

According to our experience, backed up by recent research from GWI, this generation’s mental health challenges must be met with empathetic support and accessible, practical resources. Brands and organisations need to integrate mental health considerations into their workforce development to connect with and support Gen Alpha meaningfully.

The Next Frontier

Gen Alpha is more than a future consumer group; they are the next frontier in engagement and influence. 

By understanding and adapting to their unique characteristics and preferences, organisations can capture their attention and secure their loyalty for years to come.

“By recognising and harnessing the transformative power of Gen Alpha, organisations can position themselves at the forefront of this generational shift, co-designing seamless and innovative services. If you aren’t embracing this generation now, your competitors will, leaving you behind in the race for future relevance and impact.”

Antonia Dixey, CEO & Founder, Participation People