When we talk about the next wave of consumers, it’s tempting to fall back on shorthand: “digital natives,” “screen-obsessed,” “the TikTok generation.” But these labels barely scratch the surface of what defines Gen Alpha consumers — the cohort born between early 2010s and 2024.
Generation Alpha now numbers close to two billion worldwide — the largest generation in history. With more than 2.8 million born globally every week, their combined economic footprint is forecast to exceed US $5.46 trillion by 2029 (McCrindle). That scale alone makes Gen Alpha audience research impossible to ignore.
But it’s not just size that matters. Unlike their Millennial parents or Gen Z siblings, Gen Alpha have been immersed in algorithms from birth. They are the first to grow up with voice assistants in the home, AI tutors in the classroom, and YouTube creators as their cultural touchpoints. At the same time, they are coming of age in a climate of disruption — the COVID-19 pandemic, escalating climate anxiety, and declining trust in institutions. All of this is shaping not just what they buy, but how they decide who to trust, where to spend their time, and how they define identity.
In this Generation Edit, we explore Gen Alpha through three lenses that matter for brands and researchers: trust, technology & media habits, and consumer identity & brand values.
Trust: how Gen Alpha decide who (and what) to believe
Trust has always shaped consumer behaviour. But for Gen Alpha, the rules have changed. Raised in a world saturated with marketing, they’ve developed what some describe as a “marketing radar” — an ability to detect inauthenticity almost instantly.
Who they trust (and don’t)
Gen Alpha place more faith in micro-influencers and niche creators than in celebrities or corporate voices. These smaller figures are perceived as authentic, relatable, and knowledgeable. As 20something.be notes, “Their world has been saturated with marketing, and they’ve learned to decode it like a second language.”
YouTube in particular stands out as a primary trust channel. Beano Brain’s research shows that YouTube has overtaken TV as one of the top news source for Gen Alpha, with more than half discovering brands there before anywhere else. For them, it isn’t just entertainment — it’s a research tool. From unboxings to tutorials, they use creators’ content to cross-check brand claims before persuading parents to purchase.
This shift reveals a profound change: trust is now bottom-up, not top-down. Authority is no longer dictated by institutions; it’s earned through perceived authenticity and peer relatability.
How trust is earned (and lost)
For brands, this means traditional endorsements and polished campaigns are unlikely to land. Performative allyship and overproduced ads are quickly rejected. Alphas are quick to embrace a trend, but just as quick to abandon it when authenticity is questioned.
Their formative years have been shaped by institutional failures — from climate inaction to political spin. The result is what some call “informed distrust”: a willingness to fact-check, cross-reference, and question. Brands can’t assume trust; they must earn it through transparency and consistency.
Implications for research
For market research, these dynamics matter:
- Recruitment works best via trusted spaces. Engaging through platforms like YouTube or gaming communities may prove more effective than generic panels.
- Transparency is key. Explaining clearly how their opinions will be used builds confidence.
- Authenticity must be designed in. Co-creation activities, gamified tasks, and environments that make them feel valued sustain engagement more than incentives alone.
Takeaway: Gen Alpha consumers trust people who feel “real,” not institutions that feel distant. Research needs to reflect that by creating safe, transparent, and authentic spaces for engagement.
Technology & media habits: why platforms matter for Gen Alpha
If Millennials were the first to embrace social media and Gen Z made TikTok a cultural powerhouse, Gen Alpha consumers are the first to live in a world curated by algorithms. This has major implications for how they consume content — and how research needs to be designed.
Why YouTube dominates
Saying that “kids love YouTube” misses the point. What matters is why. For Gen Alpha, YouTube is a multi-purpose ecosystem:
- Entertainment and learning: It offers endless content that is searchable, participatory, and personalised — a sharp contrast to one-way TV.
- Pre-purchase research: More than half discover brands here before anywhere else (Beano Brain). They don’t just watch ads; they seek out peer-led reviews and unboxings to validate brand claims.
- Parasocial trust: Relationships with creators feel personal, blurring the line between peer advice and marketing. A streamer’s endorsement can carry more influence than a TV ad campaign.
For researchers, this means YouTube isn’t just another platform; it’s where Alphas are actively shaping opinions about brands.
Beyond short attention spans
Alphas are often labelled as having “short attention spans.” In reality, they are selective, not distracted.
- They’ll spend hours immersed in long-form gaming or story-driven videos when engaged.
- They’ll ignore static, irrelevant, or text-heavy content instantly.
The lesson is simple: attention is abundant when content feels relevant. For research, this means designing tasks that pass their relevance filter.
Attitudes to new tech
Gen Alpha are the first AI natives. They’re growing up with AI tutors, voice assistants, and Roblox coding tools. This comfort with emerging technology breeds curiosity — but also scepticism towards authenticity.
They are already pushing back against AI-generated “slop” content. For research, that means while AI-powered tools may streamline processes, experiences that feel artificial or extractive will quickly undermine trust. For researchers conducting Gen Alpha audience research, this means prioritising relevance, interactivity, and experiences that feel genuinely human.
Implications for research
- Mobile-first is essential. Devices like tablets and phones are their primary entry points.
- Interactivity is expected. Polls, video diaries, and gamified exercises align better than static surveys.
- Hybrid methods mirror reality. Online communities and creative digital tasks reflect how they already socialise, play, and learn.
Takeaway: Gen Alpha consumers don’t lack attention; they filter ruthlessly. Research needs to be interactive, mobile-first, and designed to feel relevant in their digital world.
Consumer identity & brand values: how Gen Alpha see themselves
Identity isn’t something Gen Alpha will “figure out later.” It’s already taking shape in the spaces they inhabit — digital, social, and cultural.
Sustainability as a baseline
For Gen Alpha, climate change is not a future challenge but a present reality. Deloitte’s Future Consumer report highlights how sustainability is embedded in their expectations. Brands failing to show genuine climate action risk losing trust; those with authentic commitments stand out.
Diversity and inclusivity as default
Gen Alpha are the most ethnically diverse generation in history (McCrindle). For them, diversity isn’t aspirational — it’s expected. Representation in advertising, research panels, and media is not an optional extra; it’s the baseline.
Trend-driven but value-aware
Alphas are quick adopters of trends, but loyalty is fragile. Beano Brain notes they can switch allegiances rapidly — enthusiasm for one product can vanish when the next craze arrives. At the same time, they show growing interest in ingredient transparency and ethical practices, suggesting that values can temper their trend-driven habits.
Fluid digital identities
From gaming avatars to social media personas, Gen Alpha are used to expressing themselves in multiple ways. Belonging in online communities can feel as important as offline belonging. For researchers, this challenges traditional segmentation: demographics alone don’t reveal the full picture.
Implications for research
- Values-led framing matters. Positioning research around themes like fairness, inclusivity, or sustainability creates stronger engagement.
- Creativity unlocks insights. Activities that invite self-expression (drawing, storyboarding, roleplay) resonate with their identity exploration.
- Segmentation needs rethinking. Recruiting by interests, values, or community affiliations may prove more effective than demographics alone.
Takeaway: Gen Alpha consumers express identity through values, diversity, and digital belonging. Research needs to capture this complexity by moving beyond traditional segmentation.
Recruiting Gen Alpha for audience research: practical Angelfish guidance
Research with Gen Alpha requires care, creativity, and ethical rigour. Drawing on our experience supporting youth and family-based studies, these principles consistently improve outcomes:
Design with safeguarding first
Clear consent, age-appropriate methods, and parental involvement are non-negotiable.
Recruit via trusted, accredited intermediaries
Gen Alpha research works best when managed by experienced, RAS-accredited fieldwork agencies who understand safeguarding and parental expectations. Professional recruiters help build trust with both children and parents.
Use creative, participatory methods
Drawing, storytelling, video diaries, and gamified tasks unlock richer insight than traditional surveys.
Keep sessions short and engaging
Attention follows relevance — not length. Break tasks into manageable, rewarding moments.
Be transparent about purpose
Explaining why their input matters builds confidence and long-term engagement.
Offer flexible, age-appropriate incentives
Choice matters. Multi-retailer gift cards let rewards reflect individual interests — from toys to gaming — while a small thank-you for parents recognises their role as intermediaries.
To learn more about recruiting Gen Alpha participants responsibly, explore our participant recruitment services at Angelfish Fieldwork.
Key takeaways
- Gen Alpha are the largest and most digitally immersed generation to date.
- Trust is earned through authenticity, transparency, and peer-led spaces.
- YouTube and gaming environments play a central role in discovery and decision-making.
- Sustainability and diversity are baseline expectations, not differentiators.
- Effective Gen Alpha audience research must be ethical, creative, and designed around relevance rather than attention span myths.
Why Gen Alpha audience research matters now
It’s tempting to think of Gen Alpha consumers as a market for tomorrow. But their influence is already shaping family spending, cultural trends, and expectations of brand authenticity today.
For brands, the opportunity lies in starting to build trust early, in the spaces where Alphas are forming habits and identities. For researchers, the challenge is designing methods that feel authentic, interactive, and values-led.
At Angelfish Fieldwork, we know that engaging Gen Alpha means meeting them where they are, with research designed around trust, creativity, and care.
Planning a project? Let’s talk about how we can help you find the participants who will make the difference.
Further reading
Explore more from our Generations Edit series:
More from Angelfish Fieldwork on Gen Alpha insight
Explore more from Angelfish Fieldwork:
- Best Practices: Market Research with Children & Young People
- 6 Ways to Recruit Children and Young People for Market Research
- Unlocking Gen Alpha: What Brands Need to Know
- Researching Sensitive Topics With Children: What You Need to Know
- Five tips for incentivising children in qual market research
- How to engage young people and kids in market research
