Marketers are pouring money into figuring out the tastes and habits of Generation Alpha, kids born from 2010 through 2024.
They're learning from their millennial parents to hold brands accountable for causes like social justice and sustainability. And no prior age cohort will be as large in size or marketing power.While the oldest members of Generation Alpha are only 11, they already stand out from Gen Z in their worldliness, brand awareness and influence over household spending.
They're not just pre-consumers: Their sway and leverage over adults' purchasing decisions surpass any prior generation, market researchers say."When they have all been born [2025], they will number almost 2 billion — the largest generation in the history of the world,"It's no coincidence that Instagram and the iPad were introduced in 2010"They are very sophisticated," McCrindle, the founder and principal of McCrindle Research in Sydney, tells Axios.
They're unusually visual in how they consume content, highly networked in how they socialize, and global in their outlook and perspective. "They can send a trending hashtag, they can start a social media campaign and bring about change," says McCrindle, who published a book on Generation Alpha this year. "They’ve seen that in their own experience, in #MeToo and #BlackLivesMatter."Generation Alpha will grow up knowing that they don't need to be old enough to vote to influence the ballot box.
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