Unlocking Gen Alpha: Why Brands Can't Afford to Overlook the Next Generation of Influence

Generation Alpha, born after 2010, represents a burgeoning demographic that is rapidly reshaping the consumer landscape.

In fact, by 2025, Generation Alpha is expected to reach more than two billion, making it the largest generation in history. 

So, who are Gen Alpha? The term "Generation Alpha" was coined by social researcher Mark McCrindle, following the Greek alphabet naming convention after Generation Z. The name signifies a fresh start, symbolising a new generation poised to grow up with unprecedented technological integration and global interconnectedness.  

As the most educated, affluent, and technologically immersed generation in history, Generation Alpha's potential to lead and shape the future in innovative ways is substantial. This means that for brands, understanding this demographic is not just advantageous - it's absolutely essential for future growth and relevance.  

Need help recruiting research participants or looking for more info on how to engage with and understand Gen Alpha? That’s where we come in... 

Understanding Generation Alpha 

Generation Alpha is characterised by several unique traits that set them apart from previous generations. Firstly, growing up in a world where technology is ubiquitous, they are true digital natives.  

With over 90% of Gen Alpha having used a smartphone or tablet by the age of five, their familiarity with digital devices surpasses that of any prior generation – and this early exposure to technology means marketers need to prioritise digital channels and interactive content to effectively engage this tech-savvy generation. 

Their upbringing is marked by diversity and an early exposure to social media and environmental concerns. As a result, this generation is growing up in a time where inclusivity and sustainability are highly valued, influencing their attitudes and behaviours.  

What’s more, Gen Alpha's digital nativism means they are not just consumers of content but active participants, engaging with brands through social media, online communities, and interactive platforms from a young age. 

Finally, Gen Alpha's purchasing influence is profound. Even though they are not the direct purchasers, their preferences and opinions significantly impact household purchasing decisions. And, with an estimated 2.5 million Gen Alphas born weekly, their economic footprint is expected to reach $5.46 trillion by 2029 - that’s almost as much as the spending power of millennials and Gen Z combined! 

The Importance of Targeting Generation Alpha 

There’s no denying that brands must recognise Generation Alpha as a significant consumer group due to their growing market power and influence. After all, Gen Alpha influences $600 billion in family spending annually, making them a crucial demographic for marketers.  

Brands like LEGO, Disney, and Nike have already adapted their strategies to engage with this young demographic.  

LEGO, for instance, has combined physical play with digital experiences, integrating their bricks with apps and augmented reality to captivate Gen Alpha. Disney and Nike have also tailored their offerings to appeal to both children and their parents, ensuring their content and products resonate across generations. 

But how can you target this tech-savvy generation? Well, YouTube remains a dominant platform for Gen Alpha, with nearly 70% regularly watching YouTube Shorts and TikTok for one to two hours daily. In fact, in 2024, YouTube was named the coolest brand by Gen Alpha, according to Beano Brain, highlighting the importance of leveraging popular digital platforms to connect with Gen Alpha effectively. 

Additionally, other innovative approaches are being explored by brands to engage with Gen Alpha. For example, IKEA made headlines by opening a virtual store within the online gaming platform Roblox. This strategy demonstrates how brands are integrating into digital environments where Gen Alpha spends their time, offering immersive and interactive experiences. 

How Angelfish Can Help with Recruiting Gen Alpha Research Participants 

If you’re in need of some extra help and advice when conducting research with children and young people, look no further than Angelfish Fieldwork. 

Here at Angelfish, we offer specialised recruitment services designed to connect brands with Generation Alpha. We maintain a community of over 40,000 respondents, enabling us to target parents of children from specific generations, including Gen Alpha, for precise project launches.  

Our extensive network of engaged parents ensures that research projects aimed at Generation Alpha quickly reach the intended audience. 

And that’s not all. With a deep understanding of recruiting children for market research, our team excels at making young participants feel comfortable during validation calls and other research activities, fully explaining study information in an age-appropriate way.  

This approach allows us to gather accurate and insightful data at the recruitment stage. Plus, we are also adept at managing the specific requirements of each project, including timelines and the nuances of various research methodologies. 

Finally, we also offer feasibility assessments and a more consultative approach, from the quote stage through to project completion – which means we can ensure the best possible outcome for your research, every time. 

Recruiting Research Participants: Top Tips for Generation Alpha 

Understanding that this generation is highly interactive and technology-oriented, we employ a range of innovative techniques designed to engage young minds and gather valuable insights. Here are some key services we offer: 

1. Targeted Recruitment

We maintain records of children’s birth years within our community (with parental consent), allowing us to recruit participants that perfectly match the requirements of Generation Alpha research projects. 

2. Engaged Parents

Our extensive community of engaged parents are a critical asset. By working closely with these parents, we ensure that their children's participation is both safe and meaningful.  

3. Diverse Methodologies

While we do not conduct the research ourselves, our recruitment supports a variety of methodologies, such as toy testing, online game testing, and remote sessions. Our experience ensures that the right participants are selected for these innovative approaches, providing reliable and actionable insights. 

For more on our recruitment expertise, don't miss our blogs “10 Tips for Conducting Qualitative Market Research with Children” and “How to Engage Kids and Young People in Market Research” to learn how we can help you effectively engage and gather insights from younger demographics, including Generation Alpha. 

Expert Recruitment Advice from Angelfish Fieldwork 

Generation Alpha is emerging as a powerful consumer group that brands must pay close attention to.  

Here at Angelfish, we provide the recruitment expertise needed to effectively engage and understand Generation Alpha. Our unique relationship with Generation Alpha parents within our community ensures that we can provide brands with the right participants for their research, leading to meaningful insights. 

Want to learn more about how Angelfish can help you target Generation Alpha and harness this demographic's potential? Reach out to us directly here to ensure your next Gen Alpha study is a success! 

References: 

McCrindle, "Generation Alpha: A Snapshot of the Future" - McCrindle Report 

BBC Worklife, "Generation Alpha Spending Power and Shopping Trends" - BBC Worklife 

LinkedIn Pulse, "Understanding the Emerging Purchasing Power of Generation Alpha" - LinkedIn Pulse 

nScreenMedia, "Under-12s Spending Influence is Huge" - nScreenMedia 

Medium, "The Marketer's Guide to Generation Alpha" - Medium] 

CEEK, "Marketing to Gen Alpha" - CEEK