Gen Alpha Just Wants to Be Famous?!

Move over millennials and Gen Z - the next generation is here, and they have one major goal: to be famous.

Generation Alpha, born between 2010 and 2025, is poised to become the largest and most digitally native cohort in history. By 2025, they will number more than 2 billion individuals worldwide, and their influence is already being felt across industries, particularly in consumer behaviour.

But what drives Gen Alpha? What do they want from brands? And how can marketers tap into their unique mindset? The answer lies in their digital-first upbringing, their trust in influencers, and their emphasis on purpose-driven engagement.

The Digital Natives Like No Other: The Global, Mobile + Social Generation 

Gen Alpha’s connection with technology starts early - 43% have access to a tablet before the age of six, and 58% own a smartphone by age ten. This generation expects seamless, interactive experiences, and anything less simply won’t hold their attention. This generation is more global, mobile and social than any before – have you seen a Gen-Alpha kid try to swipe a TV screen yet? But access to these platforms has also made them used to more global experiences, a UK child asking to visit a Target or Walmart store is a normal– they probably got influences by ‘Ninja Kids’ on You Tube (> 20 m followers). They are a more social generation – also being aware to have real experiences with their friends and family, being mindful and switching off, balancing on and offline social encounters – this is a key difference to their Gen-Z peers. 

Online platforms like Roblox, YouTube, and TikTok are their playgrounds, where they don’t just consume content but also create and collaborate. Unlike previous generations, who aspired to traditional careers, many Gen Alpha kids dream of becoming YouTubers, gamers, or influencers themselves. They don’t just want to watch the show - they want to be the show.

Social Media Stars Are Their Role Models 

Forget Hollywood celebrities - Gen Alpha idolises content creators. An astounding 49% trust influencers as much as their own family and friends when it comes to product recommendations. Marketers who want to connect with them must shift their strategies from traditional advertising to authentic influencer partnerships. Ninja Kids is a channel on You tube that has accumulated 23m followers with over 10bn views on their You Tube channel. This means working with micro-influencers and gaming streamers rather than A-list celebrities will pay off. More importantly, authenticity is king - Gen Alpha can spot inauthentic marketing from a mile away and will disengage if they feel they are being sold to in a fake or forced manner.

Purpose-Driven Brands Win Their Loyalty 

Beyond their digital obsession, Gen Alpha is socially conscious. 66% prefer to buy from brands that have a positive impact on the world. Sustainability, inclusivity, and social responsibility aren’t just nice-to-haves for this generation; they are non-negotiable. Brands that ignore these values risk alienating a powerful consumer base.

Companies that authentically demonstrate their commitment to environmental causes, ethical sourcing, and social justice will earn Gen Alpha’s loyalty. They want to support brands that align with their personal values and will actively call out those that don’t. 

The Billion-Dollar Influence of a Kid 

Although most of Gen Alpha are still children, their economic power is already staggering. In 2024 alone, their spending and influence are projected to reach US$1 trillion, making up 1.5% of the global consumer economy.

How is this possible? Parents today are more likely to consult their kids before making purchases, whether it’s choosing a family car, booking a holiday, or even selecting a grocery brand. Gen Alpha is growing up in a world where their preferences matter and being more aware of their choices available to them (‘Can you get this on Amazon please?’) - and marketers must take them seriously.

How Brands Can Win Over Gen Alpha? 

1. Embrace Interactive Digital Platforms
If your marketing strategy doesn’t include immersive and gamified experiences, you’re already behind. Platforms like Roblox, Minecraft, and Fortnite allow brands to create interactive experiences that feel native to Gen Alpha’s world.

2. Authentic Influencer Partnerships
Collaborate with influencers who truly align with your brand values. Gen Alpha doesn’t just follow influencers; they engage with them. The more authentic and transparent the partnership, the more effective it will be.

3. Show, Don’t Tell: Commit to Social Responsibility
Saying you care about the planet isn’t enough - you have to prove it. Brands must take meaningful action in areas like sustainability, diversity, and ethical business practices.

4. Focus on Experiences, Not Just Products
Gen Alpha is less interested in material goods and more excited about experiences but these can be on-and offline. Mercedes offers summer camps to visit their factories – while Lego is collaborating with the Natural History Museum to encourage creative thinking for sustainable solutions. Brands need to invite this new cohort in – while being honest and authentic – engaging first, selling later, this cohort wants to be entertained first.

Conclusion

Gen Alpha is rewriting the rules of consumer relationships. They are digital-first, influencer-driven, and purpose-led. Most importantly, they expect brands to treat them as active participants, not passive consumers. To stay relevant, brands must innovate, interact, and inspire. The question isn’t whether to adapt to Gen Alpha - it’s how fast you can do it.

References:
•    McCrindle Research. (n.d.). Why every organisation should be thinking about Generation Alpha.
•    Idomoo. (n.d.). Marketing to Generation Alpha: Everything You Need to Know.
•    The Shelf. (n.d.). The Future is Now: Unpacking the Stats on Gen Alpha’s Marketing Potential.
•    McCrindle Research. (n.d.). Generation Alpha’s economic footprint.
•    Basis Technologies. (n.d.). Generation Alpha: Online Habits and Media Preferences by the Numbers.
•    Exploding Topics. (n.d.). Generation Alpha: Statistics, Data and Trends (2024).

Authored by Member Pia de Malherbe, Chief Brand Officer 10 Days

Published 26 February 2025