We tend to talk a lot about Boomers, Millennials, and Gen Z, but there’s a new generation growing up—and they’re already reshaping the future. Meet Gen Alpha: born from 2010 onward, they’re the first generation raised entirely in a digital world. As a parent to a few savvy Gen Alphas myself, I often find myself wondering what their future holds. And as a marketer, I ask: how the heck are we going to reach them?
Born Digital, Raised Connected
Gen Alpha has never known a world without smartphones, tablets, or voice assistants. Their entertainment lives on YouTube channels, TikTok, and streaming platforms, not cable TV. They’re already fluent in voice search, smart toys, and immersive tech like the metaverse—all before hitting their teens.
They’ve grown up with the power to “skip” ads, swipe away content, and expect instant access to information. If a parent can’t answer a question, a request to Alexa or a quick search on their iPad can. For marketers, this means traditional advertising won’t cut it. And, speed and relevance are critical.
Millennial Parents, Millennial Values
Gen Alpha’s parents—mostly Millennials—are the gatekeepers of their children’s purchases. To reach Gen Alpha, you must also appeal to their parents. That means aligning with Millennial values: safety, sustainability, education, and authenticity.
Privacy is also a top concern for many parents. Brands that are transparent about data use and create safe, kid-friendly digital environments will earn trust and loyalty from both generations simultaneously.
The New Playground: Gaming
Gaming isn’t just a hobby for Gen Alpha—it’s a lifestyle. A staggering 94% of Gen Alpha are considered game enthusiasts, with 79% playing weekly and 62% logging over 5 hours a week. Platforms like Roblox have become new opportunities for brand engagement, offering virtual malls and branded experiences that blend entertainment with commerce.
This is where gamified content shines. Brands that create interactive, playful, and rewarding experiences will stand out in a crowded digital landscape.
Values-Driven and Socially Aware
Despite their young age, Gen Alpha is growing up in a world (and often in households) where conversations about climate change, inclusion, sustainability and social justice are front and center. They value connection, creativity, and collaboration—and they expect brands to reflect those ideals.
Encouraging user-generated content, launching interactive challenges, and building community-driven campaigns are powerful ways to engage this socially aware generation.
The Long Game: Building Brand Loyalty Early
Gen Alpha is still growing, which presents a unique opportunity: brands can start building relationships now that will last for decades. This generation will shape the future of commerce, culture, and communication.
To succeed, marketers must think beyond campaigns. It’s about creating experiences, ecosystems, and values that resonate with both Gen Alpha and their Millennial parents.
