Gen Alpha is still far from achieving independent purchasing power, but this cohort already exhibits greater complexity regarding brands compared to other younger generations. A higher level of discernment applies to public figures as well, as Gen Alpha places little stock in athletes or celebrities and holds a particularly low opinion of “People on TV,” a group that ranked among the three least trustworthy by this age group. Instead, Gen Alpha values content creators and engages with content that offers “edutainment.”
These insights present challenges for the relatively established influencer marketing strategies that brands have used to win the favor of Gen Z and millennials. Gen Alpha sometimes associates the scale of a marketing campaign with a lack of authenticity. Specifically, only 14% chose a brand as their favorite due to celebrity endorsements, while just 20% did so because the company produces “really great ads.”
When ranking their preferred brands, Gen Alpha highlighted technology companies and “enablers of inspiration and creativity,” as named by Razorfish. Apple and Samsung were in the top five, along with Lego. This list contrasts sharply with Gen Z’s preferences from 2012, which leaned towards snack brands like M&M’s, Oreos, and Doritos.
Gen Alpha’s habits may seem contradictory at first glance. They are the most digitally native generation, with 62% of parents reporting that their child spends more time on social media than they did at the same age. By the age of 13, Gen Alphas own as many devices as adults, with 90% owning a smartphone. When browsing online, 58% seek information about brands, and nearly the same proportion (56%) searches for technology products.
However, this has not diminished Gen Alpha’s in-person interactions, as 62% of parents believe their child is more social than they were at the same age. The second most popular way Gen Z discovers new brands is through personal interactions in places like stores and malls.
Hacks, tutorials, and DIY videos are among the most popular content types with Gen Alpha, highlighting a sense of self-sufficiency and problem-solving. Parents’ perceptions of these connected traits are also changing.
Despite the “techlash,” two-thirds believe their child is more independently thinking than they were at the same age, and 61% view modern technology as a boost to learning effectiveness. Artificial intelligence (AI) tools like ChatGPT have become the fourth preferred learning medium among Gen Alpha, just behind teachers, reflecting their desire for quick answers. AI and ChatGPT have overtaken books in this regard, indicating that the current literacy crisis in the U.S. may persist.
“They honor quick tips, shortcuts, and useful information,” noted the Razorfish report on Gen Alpha. “Marketers need to recognize this mindset and ensure that brand education is delivered through practical content that captures their attention and satisfies their desire for quick, useful knowledge.”
Their appetite for curiosity has led Gen Alpha to have double the recognizable interests compared to Gen Z, and these interests are often not fleeting. Gen Alpha has also continued Gen Z’s preference for gaming and gamified experiences. When evaluating brand experiences they would enjoy the most, 53% of Gen Alpha mentioned games and apps that teach useful skills.
