Why Generation Alpha matters to marketers now
Born between 2010 and 2024, Generation Alpha is already influencing culture and consumption
If you're still designing campaigns with Millennials and Gen Z in mind, it's time to widen your lens. A new generation is quietly growing in size, influence, and spending power, and marketers who wait too long to understand them risk falling behind.
This article explores who Generation Alpha is according to McCrindle’s study. It analyzes how they’re growing up differently, and why their behaviors are already reshaping the way brands, educators, and platforms operate. Whether you’re in media, retail, or edtech, Gen Alpha’s digital-first lifestyle demands a proactive response.
Short on time?
Here’s a table of contents for quick access:
- Who is Generation Alpha?
- The rise of the “screenager” generation
- Why their education path looks different
- Gen Alpha's projected economic power
- What marketers should know now
Patrecia Meliana
Who is Generation Alpha?
Born between 2010 and 2024, Generation Alpha is the cohort following Gen Z. Many are the children of Millennials and younger siblings of Gen Z – meaning their households are already saturated with tech, social media, and content fluency.
By 2025, Gen Alpha is expected to number nearly 2 billion globally, outpacing even the Baby Boomers in size. They’re the first generation born entirely in the 21st century, and many will live to see the 22nd. That longevity brings new expectations and new responsibilities for marketers and institutions.
The rise of the "screenager" generation
Gen Alpha entered the world alongside the iPad, Instagram, and the app economy. They’ve had screens placed in front of them since infancy – not just for entertainment, but as digital pacifiers, learning tools, and social outlets.
This “screen age” has created a generation with shorter attention spans but higher digital fluency. They’re shaping online culture even before they can vote, with early influence on content trends, gaming behaviors, and even household purchasing decisions.
From gamified learning to visual-first communication styles, Gen Alpha's norms are radically different from those of their Gen Y parents. And that shift is forcing brands to rethink how they educate, engage, and even entertain their youngest users.
Patrecia Meliana
Why their education path looks different
Gen Alpha is growing up with instant access to information – making them more self-taught and less dependent on traditional gatekeepers of knowledge. Even before high school, they’re turning to platforms like YouTube and TikTok to learn everything from coding to piano.
In fact, 42% of students say they turn to TikTok to teach themselves new skills – higher than the percentage who rely on their own parents (39%). With that level of independence, brands in edtech, publishing, and even gaming must rethink how content is delivered and how knowledge is perceived.
Expect this generation to spend more time in formal education, start earning later, and stay at home longer – all of which extends the parent-child marketing window. The implication? Multi-generational campaigns and family-centered digital strategies are no longer just a niche play.
Gen Alpha's projected economic power
Don’t let their age fool you – Gen Alpha already holds outsized economic influence through their parents, and that influence is set to grow. By 2029, their collective economic footprint is expected to reach over US$5.46 trillion.
As the oldest Gen Alphas begin entering adulthood that year, brands should be asking: are we building relevance now, or waiting until it’s too late? Those who treat Gen Alpha as a long-lead pipeline rather than a current market may miss their chance at long-term loyalty.
What marketers should know now
Here’s how to future-proof your brand for the Gen Alpha wave:
1. Think family-first, not kid-only
Because they influence household purchases and stay in the home longer, messaging must resonate with both Gen Alpha and their Millennial parents. Consider content strategies that target multi-generational engagement, not just children.
2. Build trust through tech
This generation has no memory of a pre-digital world. Privacy settings, algorithmic transparency, and ethical AI use will be non-negotiables in earning their trust. Start developing those policies now.
3. Watch the creator economy shift younger
As Gen Alpha steps into content creation at younger ages, platforms and brands must address safety, monetization, and authenticity in new ways. Think of it as the new frontier of influencer marketing.
4. Redesign learning and content flows
Whether you're in media or education, make room for microlearning, visual-first content, and interactivity. Static formats won’t hold their attention or loyalty.
Generation Alpha may still be in school, but they’re already in the boardrooms – indirectly influencing purchasing, platforms, and media behavior.
Waiting until they turn 18 is too late. The brands that succeed will be the ones who start listening, learning, and aligning with this cohort now.
