Gen Alpha, who we define as those born between 2013 and 2024, is a key emerging consumer group. With the oldest members a year shy of being teenagers, their own shopping habits are solidifying—and in turn driving their parents’ digital and social shopping behaviors.

One-seventh of the US population is Gen Alpha

Just under 40% of US households have children under age 18 in 2025, per the US Census Bureau. Of those, nearly one-third have a child under 12. Gen Alpha comprises 14% of the population. Their parents are primarily millennials and Gen Zers.