Gen Alpha: Who they are and why you should care

Generation Alpha, born roughly between 2010 -2024, are the new force in town you need to pay attention to. Often seen as adept navigators of a digital world dominated by smartphones, social media, and AI, Gen Alpha isn’t just a "tech-savvy" generation—they are the first generation truly born into a digital world, according to industry players MARKETING-INTERACTIVE spoke to.

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This generation is also being raised by millennial parents who are more open to positive, inclusive parenting approaches such as gentle and respectful parenting. As such, this results in a whole generation that is more assertive, confident, and influential in their decision-making from an early age, said Haniza Ramli, data and insights director, Media.Monks. 

Using examples from his own life, Leung Chung, creative partner, Sunny Idea Hong Kong, said that as a father to Gen Alpha’s, he is acutely aware of how highly curious they are and their love for interactive learning. “Their focus shifts quickly, much like how adults multitask among different jobs and applications at one time. They express strong opinions about various topics and brands, and they care about social and environmental issues from a very young age,” he said.

Unique digitally savvy traits of Gen Alpha

What sets them apart is their unique digital upbringing, said Emmanuel Sabbagh, chief strategy officer, TBWA\Asia. While they've never known a world without smartphones or the Internet, the twist is that their parents are acutely aware of the risks associated with excessive screen time and its effects on neuro-cognitive development.

As a result, these children are being raised with a more balanced relationship between the physical and virtual worlds, allowing them to navigate both seamlessly and make the most of each, he said.

Adding on, Monks' Ramli shared that screens aren’t something this generation needs to learn to use, but a natural extension of their everyday life. In fact, in markets such as Hong Kong, Gen Alpha, like the Gen Z's before them, rely largely on social media as search engines to seek localised video content, spend considerable time on music, and actively safeguard their data privacy, according to OMD HK’s Youngster report.    

How should marketers reach out to them? 

Given the characteristics of Gen Alpha, Sabbagh suggested brands should connect with them via two ways: 

• Move beyond standardisation: Brands need to have the empathy to recognise and respond to the Gen Alpha. For example, Kellogg’s in the US partnered with Autism Speaks to create sensory-friendly packaging for their Rice Krispies Treats, featuring "love notes" with different textures like smooth, bumpy, and soft, promoting inclusivity. 

• Empower them to create: Gen Alpha have a growing number of opportunities to explore their passions, thanks to micro-influencers and niche communities. They want platforms where they can create, co-create, and showcase their talents.  

Agreeing with Sabbagh was Syahriza Badron, general manager, FCB Shout, who said Gen Alpha expects authenticity, interaction, and personalisation. With access to endless information and the confidence to express themselves, Gen Alpha is armed with impressive negotiation skills. Empowered and well-informed, they know exactly how to get what they want.

“These children have grown up with custom everything—from playlists to recommendations—and they’re not going to respond to one-size-fits-all messages. What’s important? Be real, be engaging, and be ready to co-create. It’s not about pushing a product; it’s about building a relationship,” she said. 

Brands can also tap into the segment via digital engagement such as gaming, social media and short-form videos, alongside offline and hybrid engagement, said Monks’ Ramli.   “This generation’s brand maturity is also worth noting. While previous generations grew up with distinct 'tween' brands, Gen Alpha is much more likely to gravitate toward mature brands that align with their parents’ preferences,” she said. 

“Instead of shopping at tween-specific stores, they’re entering the same spaces their parents frequent—Lululemon, Sephora, Target—and expect to be treated with the same respect as adults,” she added. 

The power of Gen Alpha

When it comes to marketing dollars, Gen Alpha is expected to drive US$5.46 trillion in economic activity by 2029, with over 2.8 million members being born globally each week, according to Basic Technologies. Beyond this, this group of youngsters are also capable of making money on their own, by being an influencer or online selling, said Terry Tsang and Joyce Li, director and group account director, Narrow Door.

“We can drive conversions by shaping their preferences and brand awareness utilising the most popular social platforms among Gen Alpha, such as YouTube and Tiktok. Brands must foster loyalty by focusing on personalised online experience,” he added. 

Looking beyond the individual level, Gen Alpha is also shifting how parents think. According to a survey by Canvs8’s 2024 APAC Gen Alpha Snapshot, 85% of APAC parents said their children explicitly ask for products they see online, reflecting the immense influence Gen Alpha has on household decision-making.  

Gen Alpha is seen as leaders that could influence family discussions about traditionally adult topics such as social justice and environmental responsibility, said TBWA\Asia’s Sabbagh.  “Despite growing up in a time of climate anxiety and political unrest, they remain optimistic and are determined to make a positive impact. To connect with Gen Alpha, brands need to tap into their desire for a better future,” he added.  

In APAC, parents remain highly involved in filtering their children's purchasing decisions, particularly when it comes to balancing their children’s desires for trendy products with the parents’ own values, such as sustainability and quality, said Monks’ Ramli. 

“Brands in APAC often market family-centric messaging that appeals to both generations—for instance, brands such as Ziggy Zaza cater to eco-conscious parents while creating fun, sustainable clothing that appeals to children. This balance between parental influence and child preferences is critical to conversion success in this region,” she added. 

Sunny Idea HK's Chung said that marketers need to start thinking of interactive content that captures their attention in short bursts. “It’s also important to align messaging with their values, as they tend to favour brands that support causes they care about, which resonates with both them and us as parents,” he added.

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