Marketing Cheat Sheet: Gen Alpha

Gen Alpha General Audience Overview

  • Gen Alpha currently includes all children born in or after 2010. (McCrindle)
  • 2.8 million Gen Alphas are born around the globe each week. (McCrindle)
  • Most are under 12 years of age, but the oldest of them will become teens in 2022. (McCrindle)
  • They will number more than two billion by 2025, making them the largest generation in history. (McCrindle)
  • Millennial parents are the gatekeepers to brands their Gen Alpha kids experience. (Poole)
  • Digital spaces are essential, as Gen Alpha is the first generation who will never know a world without smartphones, tablets and streaming services. (Poole)
  • Their early lives have been dominated by home-bound entertainment due to COVID. (Poole)
  • 61% already own a tablet, and 49% have a smartphone. (The Drum)

Food and Beverage Trends 

  • Gen Alpha is being taught to prioritize health and wellness and parents are spending big money to committed ensure their children eat right and exercise. (Forbes)
  • Growth and development and children’s immune system are top food and beverage considerations. (International Food Information Council
  • Children living in urban/suburban areas are more likely to consume single vitamin/mineral supplements, nutrition supplement drinks and other dietary supplements vs. those living in rural/small town areas. (International Food Information Council
  • 96% of parents in the U.S. feel it is important their children know how to cook or bake but only 33% cook with their children weekly. (Forbes)

Toys, Games, and Entertainment Trends 

  • Not only is Gen Alpha more likely to grow up overindulged, but they are also the most materially endowed and technologically literate generation to date. (Forbes)
  • Generation Alpha uses video games from a young age and it impacts their mindset in terms of being active participants to solutions. (Forbes)
  • A survey found that 70% of parents say they have made purchases influenced by their kids’ favorite show or character. (Forbes)

Health, Hygiene, and Wellness Trends 

  • 44% of parents report that their children are helping clean more than before the pandemic. (SC Johnson)
  • Millennial parents seek out a lot of information about the products they buy and expose their kids to. (Poole)
  • Gen Alpha will develop very similar preferences as their millennial gatekeepers because it’s all they know. (Poole)
  • Millennial moms make 85% of purchasing decisions for their families. (Slingshot)

Looking for more? Check out our marketing cheat sheets for Gen Z and Millennial Parents, as well as our blog for more insights and data. 

Connect with parents today. 
From sampling to education and cause marketing, ITK Collective can connect your brand with parents through grassroots influencers and education professionals. Contact us today to see how we can help.

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