It would be a mistake to dismiss them as “just kids.” Generation Alpha, the demographic born from 2010 to the present day (until 2025), is projected to be the largest in world history. Over 2.5 million members are born globally each week, and their numbers are expected to total a staggering two billion. Though the youngest among us, they wield significant purchasing power and drive many of today’s top trends in social media, entertainment, and retail. Their innate technological prowess in nearly incomparable. Here’s how marketers can connect with this formidable generation of pre-teens and children, some of whom will be young adults entering the workforce by 2030.

Unparalleled Tech Prowess
Alphas are the first cohort born entirely in the 21st century, so it’s perhaps unsurprising that they’re inherently digitally native. According to a report from strategy group Cassandra, 55% of kids between the ages of seven and 12 use social media. An additional 64% say they’d rather be a social media influencer or YouTube star than president of the United States. Technology seems to be their center of orbit, with 77% reporting that they learn best by using tech tools and 82% believing they can solve most problems if given access to technology. They’re growing up well-versed with platforms like TikTok, Minecraft and Roblox, and 58% of Gen Alpha members introduce themselves as “gamers.”

Given this penchant for tech, fashion retailer Forever 21 joined forces with Mattel’s Barbie toy brand to launch the “Barbie Summer 2022 Collection” meant to appeal to Gen Alpha consumers and their parents (many of whom are millennials). The limited-edition clothing line is accompanied by a metaverse-based experience where kids can dress their avatars in virtual garments or purchase clothes and accessories for Barbie Fashionistas -- dolls that represent the most inclusive range of body types, skin tones, and physical attributes ever created. In similar fashion, the Readyland kids’ books brand recently released a line of printed children’s books that come with integrated smart speakers and Alexa-powered voice-assisted technology. Among the world’s most interactive readying devices, these futuristic books let kids talk to characters, play games, select songs, and immerse themselves more fully into stories than was previously possible.

Purchasing Power
Though legal restrictions prevent marketers from engaging directly with children 10 years old or younger, the Cassandra study found that 94% of Alpha parents want their kids to be involved in family spending choices. “Our study shows that more than half of Gen Alpha parents say their child is somewhat or very influential when it comes to family purchase decisions,” says Kathy Sheehan, Cassandra senior VP. “They may not have their own money, but they are certainly influencing purchasing.”

A recent Amazon Prime Video campaign in France played into this paradigm by targeting both millennial parents and their Gen Alpha kids. The streamer asked Alphas to draw their own ads for “mature shows,” which were then used as Amazon’s parental control features. The kids’ show Peppa Pig is another example of a brand successfully appealing to all family members via humorous, universal story lines. The billion-dollar phenomenon has inspired Peppa Pig theme parks in Shanghai and the US, and some non-English kids are even adopting British accents or expressions. “Brand marketers who position themselves as proactive participants in bringing families closer together will benefit by inspiring the deepest and most meaningful long-term relationships,” says Mark Giovino, CEO of Allionce Group.

Idealistic Outlooks
For better or worse, the global Covid-19 pandemic shaped the lives of Gen Alpha kids and altered their perceptions of the world. Some don’t remember a time before lockdown, while environmental calamities and tragedies like school shootings are always top of mind. These factors are shaping them into a demographic that values mental health, kindness, humor, and creativity. In fact, 59% of Alphas call mental health a “big issue,” and 62% believe their schools should prioritize it over physical education. “Generation Alpha is the most socially aware generation we have studied,” says Sheehan. Between living their most critical years in terms of development through a global pandemic and carrying the weight of previous generations and their decisions on their shoulders, they are coming of age in an infinitely complex world full of infinite challenges.”

Encouraging kids to express their emotions is an effective way to reach this demographic, as evidenced by a new campaign from Danish toy brand Lego, the world’s largest toy company. It’s “Build Big Feelings” initiative recognizes that while Alphas experience the full range of adult feelings, some of its youngest members have approximately 6% of the same vocab skills. So Lego encourages young consumers to find an empty jar and “build” the emotions they’re having by using Lego bricks. Once the feeling has assumed a physical form, parents can help by recognizing and validating it. Despite the many global challenges faced so far by Gen Alphas, “they exhibit kindness, empathy, fluidity and the belief that they have also been handed what they see as the answer to a lot of these challenges—unmatched technological access and ability from a very young age,” says Sheehan. That makes them a cohort well worth watching.