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The new kids on the block are digitally savvy, incredibly diverse—and they’re growing up fast.
Say hello to Gen Alpha.
Named by futurist Mark McCrindle, Generation Alpha refers to the first group of people born entirely in the 21st century. The oldest Alphas are now nearing 15 years old, and with a projected population exceeding 2 billion, they're on track to becoming the biggest and most influential generation ever.
So, what do we already know about them?
Even as kids, they’re giving us a glimpse into how they’ll live, work and shop in the future. Curious about how brands are preparing? Read on to discover more about Gen Alpha and how some companies are already shifting their marketing strategies to align with Alphas' future wants and needs.
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What are the Gen Alpha years?
If you’re wondering, “Wait, didn’t we just get done talking about Gen Z?,” you’d be right. Gen Alpha is the generation that comes immediately after Gen Z. Here’s a rough breakdown of the three most recent generations (excluding Generation Beta, which is making its debut this year):
Generation | Born between | Ages in 2025 |
Millennials | 1980 - 1994 | 31 - 45 |
Gen Z | 1995 - 2009 | 15 - 30 |
Gen Alpha | 2010 - 2024 | 1 - 15 |
Source: McCrindle. Note: Birth year ranges may vary depending on the source, as there is no universally agreed-upon standard for defining generations.
Which characteristics define Generation Alpha right now?
While there’s a fine line age-wise between the youngest Gen Zers and the oldest Alphas, members of Gen Alpha aren’t just a younger version of Gen Z.
In fact, they’re more likely to align with millennials than with the Gen Z consumer. That’s because Gen Alpha is the first generation raised by millennial parents, leading some experts to call them “mini-Millennials.”
The oldest Alphas were born the same year the iPad and Instagram were created. Some have been on the internet since the time they were born (6% of millennial parents have reportedly opened a social media account for thier baby or toddler). Today, they're immersed in a culture where AI tools like ChatGPT are mainstream, Facetiming is the equivalent to a phonecall and the metaverse is on the rise.
Another differentiator: Alphas didn’t just choose technology. It became a necessity when the COVID-19 pandemic caused months-long (and, in some regions, years-long) lockdowns globally between 2020 and 2023. With lockdowns disrupting school and play, Alphas had to rely heavily on their devices to learn and socialize.
Gen Alpha’s tech-savvy upbringing gives them a unique perspective. They don’t just consume technology—they want to engage with it, improve it and make it their own. They’re growing up in a world where avatars help them express their identity, and where real and virtual worlds collide. As they enter their teenage years and adulthood, they’ll expect these interactive, personalized experiences to be part of every aspect of their lives.
But technology is far from the only factor that sets Gen Alpha apart. This generation will blaze its own trail in several ways, considering that:
They want to be self-starters: Growing up among online influencers, many Gen Alpha kids are entertaining unconventional career routes. In the U.S., the interest in college is declining with only 39% of 12 to 15 year-olds considering it important, down from 50% in 2021.
They're familiar with AI: A whopping 94% of surveyed 13-year-olds have heard or read about AI, and 44% have used it for their schoolwork, gaming or other creative purposes. It's already becoming second nature to them, shaping their behaviors and aspirations.
They're newly "old fashioned": Despite being surrounded by tech, Alphas are showing signs of wanting to put down their screens to enjoy offline activities. Three-quarters of U.S.-based Alphas say they prefer to go outside and unplug, already mindful of their mental health. Many Gen Alpha kids are also inheriting the brand loyalties of their parents—with millenial parents gravitating to toys like Legos, Hot Wheels and Barbies.
They're confident online shoppers: Gen Alpha is no stranger to using social media to find and buy products, and the number of 12 to 15 year-olds shopping online has jumped 39% since 2021. Nearly half (49%) trust influencers as much as family when it comes to purchasing decisions.
They’re future-focused: It's predicted that 65% of Alphas starting primary school will work in jobs that don’t exist today, likely in emerging industries like AI and blockchain. The aging population and diversity in family structures (among other social, demographic and cultural shifts) will create new demands, too.
They believe in causes beyond themselves: Over 30% are already thinking about ways to make a difference and want to help people or the planet, having been exposed to global news and issues at an early age. Alphas will also represent the most diverse generation in history, according to U.S. Census data. That means they will likely hold brands to higher standards when it comes to inclusivity.
What does the future hold for Generation Alpha and eCommerce?
Right now, Generation Alpha doesn’t have any disposable income. But if you want a glimpse into what their shopping habits might look like, consider the habits of their parents.
A decade ago, people began calling millennials the “experience generation” after studies showed that 78% of them would rather spend money on an experience instead of a physical item. Now, as millennials become parents to Alphas, they’re forming tight bonds with their kids, and they want to share experiences together, including shopping.
Several years ago, 81% of U.S.-based millennial parents were already saying that their children influenced their last purchase, and 27% asked for their kids' opinions before buying a new TV, laptop, tablet or phone. More than half (56%) of parents of Gen Alpha kids say their children watch shopping content like hauls or unboxing videos.
Meanwhile, older Alphas enjoy access to teen-friendly payment apps, debit cards and driving services. And two out of every three children ages eight to 11 has access to a smartphone. That means that brands with an omnichannel and integrated marketing strategy are already ahead in meeting Alphas’ future needs.
Further reading: 21 effective eCommerce marketing strategies to keep sales rolling in
How are brands connecting with Gen Alpha now?
Major brands that sell children’s products have already found innovative ways to connect with Gen Alphas and their parents. These initiatives are aimed at parents, not kids (various rules prohibit direct marketing to children ages 12 and under).
However, they offer an interesting glimpse into current successful marketing strategies and how they could have long-term staying power.
Walmart partners with Ryan’s World
YouTube kids like Ryan Haji are the Gen Alpha version of Disney and Nickelodeon stars. At age 13, he’s Gen Alpha’s first breakout star. He launched Ryan’s World on YouTube in 2015, and in 2020, was dubbed Forbes’ top-earning YouTube star. Now, his channel boasts an astonishing 38.6 million subscribers geared toward younger Alphas (kids ages two to six). He's even the star of his movie Ryan's World the Movie: Titan Universe Adventure.
It's no surprise that brands have been lining up to work with Ryan. Walmart is one of them. When Ryan was just seven years old, Walmart struck a deal with him, debuting the first line of Ryan’s World-themed toys. By 2021, Ryan's merchandise sales had generated an estimated $250 million in revenue.
Kids Foot Locker launches physical and virtual concept stores
In 2021, Kids Foot Locker opened its first brick-and-mortar House of Play concept stores in Miami to give millennial parents (and their Alpha children) an interactive experience. The store featured an array of immersive experiences, including murals designed to help youngsters create their own TikTok- and Instagram-worthy experiences. House of Play was also temporarily available in digital form in Roblox.
While Foot Locker recently announced plans to close 400 under-performing stores in North America by 2026, the company plans to open 280 more stores focused on its house of play, community and power store concepts.
Brands of all sizes embrace inclusivity and sustainability
From major retailers to small businesses, brands are connecting themselves to causes that matter to Gen Alpha and their parents. For example, in 2021, The Lego Group launched its first Lego brick made from recycled plastic. Its ultimate goal: To make all of its products from sustainable materials by 2030.
Also in 2021, major apparel retailer PacSun launched its first fully dedicated gender-neutral kids clothing brand, catching onto a trend that started with many smaller and mid-size retailers.
Related reading: The top marketing trends to embrace this year
One small business that paved the way for higher levels of inclusivity is A Tribe Called Queer. Started by creative Sabine Maxine Lopez, the company sells a line of gender-neutral, size-inclusive clothing and accessories designed to help spark conversation.
The company’s goal is to empower BIPOC and LGBTQIA25+ communities, as well as generate authentic discussions about mental health and provide a safe place for all identities. Sabine recently transitioned the company from a small business to a community-based nonprofit organization to make a stronger impact.
How can your brand connect with Gen Alpha consumers?
Whether or not your online eCommerce website sells children’s products, it’s a safe bet that you’ll interact with members of Gen Alpha in the next five to 10 years. So, now is the perfect time to start pivoting your online business toward the future and implement new ways to deepen your brand’s customer engagement. Six ways to do so:
01. Build a strong brand story
Like their millennial parents, Alphas will likely look to support brands whose beliefs align with their own. If your company participates in social causes, let your customers know. Share what you’re doing and why.
Brands that integrate this type of cause marketing strategy into their operations often benefit from improved customer retention and strong brand loyalty. But best of all, they’re showing that they’re doing the right thing.
02. Offer sustainable products
From beauty products to food items, Gen Alpha is likely to dive into the details of their purchases. They’ll likely seek assurance that you’re using the safest and highest-quality ingredients. They’ll also look for brands that use the most ethical practices in obtaining raw materials. By focusing on sustainable eCommerce practices, you can better show your authenticity and commitment to building a better world.
03. Embrace inclusivity
Look for ways to infuse a deeper level of diversity, equity and inclusivity into your company, your advertising and your product offering. Consider how Generation Alpha is the most diverse generation yet and are growing up in a world where representation and equity are non-negotiable.
To this end, Lego has done away with gendered messaging on its toys. And Nike is one of several brands launching or expanding clothing and accessories for the disability community.
04. Tap into "edutainment"
Gen Alpha is growing up in an era where learning and entertainment are deeply intertwined. They're often drawn to interactive content that expands their knowledge while keeping them engaged.
If these trends carry over into Alphas’ adulthood, then businesses that offer gamified learning experiences could be best positioned to win their affection. Use the tech at your fingertips—AI, AR and VR (as examples)—to transform ordinary experiences into immersive, educational adventures. Similarly, integrate elements like challenges, rewards or interactive features into your campaigns or apps.
05. Dive into personalization
When they’re gaming or interacting online, Alphas like to express their creativity. They’re already using platforms like Roblox to create their own avatars and build their own worlds.
So, it’s safe to say that Alphas will expect a higher degree of eCommerce personalization from the brands they support. A few strategies to try: sell customizable products, or offer personalized product recommendations that result in a more unique shopping experience.
06. Prioritize multi-device compatibility
As kids, Alphas already know how to easily switch between devices, including smartphones, tablets, laptops, gaming consoles and smart TVs. Reaching them means creating experiences that work smoothly across different devices.
Since younger kids often prefer portable devices like tablets, it’s important to make content that's easy to use on mobile as well. Designing for multiple devices isn’t just useful for tech-savvy kids—it’s also helpful for their parents who value convenience. By creating content that works well everywhere, you can connect with both kids and their families.
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