Preparing for Gen Alpha: Anticipating the Next Wave of Digital Natives

In our previous exploration of Gen Z's digital preferences, we explored their evolving expectations towards digital advertising, highlighting the importance of authenticity, engagement, and shared values. While brands are adapting to meet Gen Z’s demands, it’s now time to shift attention to Gen Alpha—the next generation of digital natives who are not just following trends but reshaping them. With Gen Alpha expected to reach two billion people by 2025, their influence on the digital landscape is only set to grow.

So, Who is Gen Alpha?

Dubbed the “iPad kids”, Gen Alpha comprises those born from around 2010, the same year Instagram made its debut. This generation has never known a world without the internet, tablets, or smartphones. From early childhood, screens have played an integral role in their daily lives, acting as entertainment, learning aids, and even pacifiers.

Unlike Gen Z, who experienced the rise of social media and smartphones during their formative years, Gen Alpha is growing up in a fully digital environment. This makes them true digital natives, seamlessly navigating a world where technology is second nature.

What Are Their Consumption Patterns Like?

Think of everything we know about Gen Z—but dial it up.

Gen Alpha isn't just consuming content—they're shaping it. From a young age, they're actively participating in the digital world, whether it's by creating videos, customising avatars, or jumping on viral trends. Unlike previous generations, they expect more than just passive entertainment. For them, content is a tool for expression, creativity, and connection.

Their digital landscape is global and diverse, spanning platforms like TikTok, Xiaohongshu (RED), and various streaming services. Real-time engagement and instant feedback are key; they thrive on interaction, whether through gaming, social media, or virtual communities.

How to Effectively Reach Gen Alpha?

1.????? Video is Their Language

For Gen Alpha, platforms like TikTok, Reels, and YouTube are their go-to for entertainment and information. But it’s not just about watching—this generation loves content with a purpose. They gravitate towards content that provides practical utility like life hacks, DIY tutorials, and educational tips. To effectively reach them, brands need to prioritise visual storytelling that is both informative and entertaining.

A good example of this is the trend of testing viral TikTok hacks. Whether it’s trying out new gadgets, makeup tips, or popular recipes, these videos don’t just entertain—they also inform, hitting the mark with Gen Alpha’s preference for content that has both utility and fun.

2. Lean Into What They Love: Integrated and Playful Approaches

Gen Alpha has grown up with ad-blockers, meaning traditional ads don’t faze them. Instead, they respond to native advertising that naturally fits into the content they’re already enjoying. And here’s the secret: play is their currency. This generation thrives on gamification, where fun and engagement are front and centre. Platforms like Roblox?perfectly captures this balance of social interaction, discovery, and challenges. Brands like?E.l.f. Beauty?and?Forever 21 have tapped into this by creating immersive virtual experiences where Gen Alpha can explore products and customise avatars. These spaces allow them to engage with brands in a way that feels natural and aligned with their interests, bridging the gap between their digital and real-world experiences.

3. Use Real, Relatable Influencers

When it comes to influencers, Gen Alpha seeks authenticity, but on their own terms. They’re drawn to those who feel genuine, whether it’s a content creator or an AI-generated persona. These influencers don’t just reflect Gen Alpha’s values; they tap into their unique sense of self-expression. It's less about celebrity or follower count and more about relatability and shared experiences.

A prime example of this is the rise of the 'Drunk Elephant generation,' where pre-teens became fascinated with the beauty brand Drunk Elephant, known for its luxury skincare products. How did this happen? Social media and influencer marketing.

With over 58% of young teens on TikTok daily, it's no surprise they're exposed to beauty influencers using these products—often wanting to emulate their favourite creators or even their 'cool mums.' The result? 10-year-olds asking for $55 eye creams and anti-wrinkle serums—products traditionally targeted at an older demographic, yet now influencing the shopping habits of Gen Alpha.

Are You Ready to Connect with Gen Alpha?

To effectively engage with Gen Alpha, brands must embrace evolving technologies, focus on interactivity, and continually adapt their strategies. By creating immersive, personalised experiences and leveraging real, relatable influencers, brands can stay at the forefront of digital creativity and forge meaningful connections with this next wave of digital natives.

If you’re ready to authentically engage with this dynamic generation, connect with us to see how we can help you innovate and connect with this audience.