Generation Alpha (Gen Alpha) refers to children born approximately from 2013 onward. They are growing up in a fully digital world and already influence their parents’ purchasing decisions — from toys to clothing and gadgets.

Key characteristics of Gen Alpha:

– they grow up in a digital environment (YouTube, TikTok, online content);

– they quickly develop their own preferences and want to participate, not just consume;

– they influence family purchases and the future consumer market;

– they are familiar with conscious consumption and second-hand culture;

– they value a balance between online and offline experiences.

What this means for brands

Brands need to be honest, useful, and interactive, combine digital experiences with real-world engagement, and communicate with both children and parents in the same language.

Source: https://www.vogue.com/