The Youth Lab

10 THINGS ABOUT GEN ALPHA

A 2 year old and a 12 year old are part of the same Gen Alpha tribe, so by lifestage alone they have very different priorities. Given this, the below insights speak to what - in general terms - separates them from their older counterparts, Gen Z.

1. Gen Alpha doesn't separate the digital world from the real world.

Older Gen Z (the oldest being born 30 years ago in 1996) would have some sense of life "online" and "offline". But for Gen Alpha, there’s no real difference between the two. They move seamlessly between digital and physical worlds, learning, socialising and creating, often without distinguishing between online and offline life. Watching YouTube, chatting through Roblox (where roughly half of all U.S. children under 16 use the platform monthly), learning a skill and hanging out with friends can all happen in the same space.

2. The pandemic accelerated their digital habits

During lockdowns, devices became classrooms, playgrounds, social hubs and sources of comfort. Many of the oldest members of Gen Alpha experienced key developmental years through a screen, attending school remotely and maintaining friendships digitally. This normalised digital spaces as places where real life happens. And with the pandemic now a fading memory, a growing number of parents are pushing back against screen saturation, seeking to reconnect children with the physical world through outdoor play, unstructured exploration and real-world experiences. [check out Cruinniú na nÓg note at end of email for examples of how to get busy with creative play this weekend in Ireland!].

3. Social media is their TV, search engine and teacher

For many of Gen Alpha, YouTube occupies the role that TV once did, but with one crucial difference; it’s participatory and personalised. They don’t just watch anything. They follow their own interests, creators and communities. They also use TikTok for entertainment, learning new skills and hacks, and discovering new interests. While older Alphas are iPhone lovers, their younger peers are tablet-first - from watching their favorite videos on tablets in the backseats of cars, to customising their home screens and expressing themselves through apps, avatars and digital aesthetics.

4. Their interests are niche

Algorithms allow them to go deep, rather than broad. Someone interested in Minecraft isn’t simply watching Minecraft – they’re watching tutorials, creator videos, challenges, they’re getting deep into the lore and immersing themselves in the community. Their identities are often built around their interests.

5. They are creators…and are into creators [big time]

One of Gen Alpha’s defining characteristics is their desire to participate. They don’t simply consume culture, they remix it, customise it and build within it. Whether creating worlds within Roblox, posting content online or engaging with communities, participation is often valued higher than passive consumption. They expect experiences that allow them to shape the outcomes, rather than simply observing them. They’re also heavily influenced by creators, especially those closer to their age. They see creators as relatable, accessible and authentic. And given the high value they put on transparency, creators who connect digital content with real-world experiences often have a powerful influence on how they learn, explore interests and form opinions. For Alphas, education is no longer just what they learn in school. Curiosity is satisfied instantly through creators and their broader digital experiences, in ways that are totally personalised to them.

6. Their humour is a product of the digital world they grew up in
From surreal memes, meta-ironic jokes, and general brainrot that is nonsensical (some of Alpha’s collective favourites being "6-7", Ballerina Cappuccina and Skibidi Toilet), Gen Alpha’s humour reflects the digital environments in which they have grown up. Shaped by endless scrolling, remix culture and algorithm-driven content, it is fast-paced, highly referential and often deliberately absurd. Nothing new in the sense that kid humour has always been rooted in absurdity, but with Gen Alpha that absurdity is shared globally.

7. Their attention span is shorter, and it’s more selective

Gen Alpha has grown up in a world of infinite choice. They switch seamlessly between screens. They swipe something away when it’s not relevant, but they can also devote their attention to games, creators and communities they care about. AI chatbots are speeding up answers to their questions, catering to their most personalised needs. To hold their attention, Gen Alpha needs to see their interests and sensibilities represented, and their questions and needs serviced in real time. We predict in time that they’ll lead the charge as professional taste curators.

8. They are growing up entrepreneurial & savvy shoppers

While previous generations grew up wanting to be athletes, actors or musicians, Gen Alpha are growing up watching their favourite creators building businesses from their bedrooms. Many already understand concepts such as monetisation, personal branding and influence. They’re seeing content creators doing absurd, whacky and sometimes dangerous activities to earn a buck (or millions!). According to Business Insider, ‘the options to start earning are regularly in their faces’. According to research of 1,000 Gen Alpha parents by DKC agency - ‘The Rise of The Gen Alpha Economy’ - “a staggering number of Gen Alphas are already earning an income. In total, 95% are making money.” Some earn money by doing chores for their families, and others are using the internet to sell or resell items, driving second-hand marketplaces like Vinted, etsy and eBay.

9. They are influencing up

Gen Alphas are pester power pros. Exposed to so much online, they’re the first to see what’s new, what’s trending, and what is going to give them shopping cart kudos and ‘haul’ glory. Welcome to the power of convincing Mom & Pop to open their minds and wallets to whatever is on their Wishlist. According to DKC, Alphas ability to sway family budgets is significant:

• 52% of parents are more likely to try new or different foods
• 38% are more likely to travel to new vacation destination
• 33% are more likely to watch new and different sports

10. Growing up with "algorithmic cosmopolitanism", they’re global in outlook

For Gen Alpha, culture is global by default. Their tastes, interests and aspirations are shaped by platforms, and algorithms that expose them to the same creators, brands and trends as their peers around the world. They can be as familiar with an American creator, a beauty retailer from France, or a Korean skincare trend. Their exposure to global brands spans everything from entertainment and retail to gaming, sport and travel, making them far more comfortable with what can seem foreign or unfamiliar to older generations. YouTube, Apple, Disney, MrBeast, Sephora, Shein, Temu, Amazon, Lululemon, LEGO and Ryan's World are all part of their everyday repertoire. Relevance is determined less by geographic proximity and more by presence within their digital ecosystem.

WRAP-UP

The biggest mistake that brands, businesses and organisations can make is treating Generation Alpha like younger versions of Millennials or even Gen Z. This generation expects participation, authenticity and value. They are more likely to engage with experiences than advertisements. They want to be part of a conversation, not talked at. They engage with creators and communities. The challenge for engagement isn't figuring out how to get into their feeds; it's understanding the worlds they already inhabit and showing up in ways that add value rather than demand attention.

Most importantly, they are still children (teenagers) – still finding themselves, and their interests.. Brands have a responsibility to engage thoughtfully - deciding to not engage at all, or to engage with caution - prioritising creativity, transparency and wellbeing over attention at any cost.

BRAND TAKE-OUTS

For many brands, responsible behaviour is not engaging with Gen Alpha directly, but looking to understand them to understand the general direction of travel. Thinking of what Gen Alpha prioritises unlocks insight for where marketing is headed:

Self-expression is key to identity: Gen Alpha are creators - they want to participate and collaborate. Future-proofing brands should think beyond traditional campaigns and think “how can we invite participation?”

Creators are more influential than traditional brand advertisers: Gen Alpha’s outlook is heavily shaped by creators. The question is no longer whether to work with creators. It’s how to build meaningful, long-term partnerships that feel authentic to the brand, and therefore feel authentic to this audience.

Think global beyond local: Growing up as algorithmic cosmopolitans their outlook is shaped by global culture. In seeking to understand future consumers, shoppers, employees and citizens think how digital ecosystems are creating a generation with shared cultural references that transcend geography.