The trend: As brands target Gen Z, the emerging Gen Alpha isn’t in the spotlight yet—but should be a core focus for brands looking to sustain growth, as their digital-native habits, platform preferences, and early brand affinities will define the next wave of consumer influence.

The potential: Gen Alpha is emerging as a core consumer group.

• They’re influencing their parents’ shopping habits and driving purchases: 68% of parents to Gen Alphas are more likely to make online purchases driven by their children, while 64% are more likely to use social media to look up product reviews.
• As Gen Alpha matures, the generation is building massive market potential. Their digital habits and focus on online product discovery present long-term opportunities for brands to build loyalty and engagement from a young age.

Reaching Gen Alpha: Digital is the way to go to reach this generation.

• Nearly three-quarters of Gen Alphas are already online, with YouTube being their platform of choice. Gen Alphas recall ads they see on YouTube videos at a much higher rate than traditional formats like broadcast and VOD.
• A significant portion of Gen Alphas are already highly engaged with digital gaming. Brands can explore partnerships with platforms like Roblox, which boasts strong penetration with Gen Alpha, to reach this audience.