Insights

Meet Gen Alpha, Today’s Generation of Kids

Meet Gen Alpha, Today’s Generation of Kids

Today’s kids are part of the generation known as Gen Alpha. Born between 2011 and 2025 (give or take a year or two, depending on who you ask), the oldest Alphas are turning 13 in 2024. The majority of their parents are Millennials (currently those aged 28 to 44). They are the most diverse generation to date. With the decline of birth rates, they’re not the biggest generation, but they will be highly influential in culture and on how their families spend money. Here are some of our insights into today’s Gen Alpha Kids:


A happy, diverse family of three is gathered together, looking at a tablet. A woman with curly brown hair and a man with a beard are on either side of a young girl with curly hair. The girl is smiling and has a thoughtful expression as she looks at the tablet screen. The man is smiling warmly as he looks at his daughter. The image is bright and appears to be a candid shot of a family bonding.

THEY ARE CO-CREATORS OF THEIR OWN EXPERIENCES

Today’s kids have a say, want a say and expect a say.

They make it their own:

Gen Alpha kids have grown up in a world where “create-your-own” is standard—the more personalized the better. They embrace everything from creating their own friendship bracelets to Roblox games and YouTube videos to online micro-communities for their most niche fandoms. Technology lets them modify products, create communities, hack games to their liking and edit videos as creatively as they want. They’ve seen the generation before them (Gen Z) innovate in this space, and, for Alphas following in their footsteps, a personalized experience is the norm. For brands, this often means letting go of control and letting kids build their brand voice along with them.

They’re key family decision-makers:

Gen Alpha kids are also co-creators of their own family experiences. Alphas are not passive recipients of their parents’ decisions; they are key decision-makers themselves. Their Millennial parents believe in making their children feel heard and validated, and that has translated to Gen Alpha having a strong voice within the family. We know that 9 out of 10 parents agree that their children influence the brands they choose (YouthBeat Research 2021). From where to eat to what clothes to buy to where to go on vacation, Alphas are used to being consulted, and, sometimes, indulged. And watch out if they don’t get their way! Not every parent of Alpha kids has mastered the art of balancing making kids feel heard with setting boundaries.

A group of young boys is sitting cross-legged on a gymnasium floor, meditating. The boy in the foreground is a young Black boy with a mohawk haircut. He is wearing a plain white t-shirt and grey shorts, with his eyes closed and his hands resting on his knees, with his thumb and pointer finger touching. There are two other boys in the background, also in white t-shirts and cross-legged, who are slightly out of focus. The floor has light blue and red lines, and the background has a grey wall and a brick wall.

THEY ARE EMOTIONALLY LITERATE, BUT NOT WITHOUT THEIR STRUGGLES

The rise of gentle parenting:

Gen Alpha is being raised in a world that is increasingly emotionally literate and where many Millennial parents are turning to “gentle parenting.” Emotions are named and accepted, vulnerability is strength, mindfulness is the key to calm and shame is seen as traumatizing, not a tool to get kids to comply. For parents of Gen Alpha, raising kids with high EQs (emotional quotient) is as important—or even more important—than high IQs. This philosophy translates to play as well: Gen Alpha kids have been introduced to the concepts of sensory play and mindfulness both at home and at school.

The realities of the modern world:

Any parent of kids today can tell you that the ideals outlined above often clash with the realities of the world in recent years (e.g. COVID-19 and the digital connectedness of today’s kids). Gen Alpha is the first generation that’s had access to iPads and tablets from birth which were often used as digital “pacifiers” in early childhood. Studies have shown that the over-use of screens at an early age and the early introduction of social media has negative impacts on kids’ abilities to self-regulate, their physical dexterity and on levels of anxiety and self-esteem. Screen use was exacerbated by COVID as parents balanced work, childcare and their own anxieties. The effects of COVID are still being felt in today’s kids, as schools report continued academic delays and record levels of behavioral issues and absenteeism, even as the world has supposedly returned to normal.

Any parent of kids today can tell you that the ideals outlined above often clash with the realities of the world in recent years (e.g. COVID-19 and the digital connectedness of today’s kids). Gen Alpha is the first generation that’s had access to iPads and tablets from birth which were often used as digital “pacifiers” in early childhood. Studies have shown that the over-use of screens at an early age and the early introduction of social media has negative impacts on kids’ abilities to self-regulate, their physical dexterity and on levels of anxiety and self-esteem. Screen use was exacerbated by COVID as parents balanced work, childcare and their own anxieties. The effects of COVID are still being felt in today’s kids, as schools report continued academic delays and record levels of behavioral issues and absenteeism, even as the world has supposedly returned to normal.

THEY ARE DIVERSE, ACCEPTING AND FEARLESSLY THEMSELVES.

Diversity is a given—all kinds of diversity

  • Gen Alpha is the most racially and ethnically diverse generation, with less than 50% categorized as non-Hispanic White. (For more details, see Brookings.)
  • From the Gen Zers coming before them, they’ll see more gender and sexuality fluidity than ever, and will likely follow suit.
  • They’re growing up in a time where acceptance and normalization of disability and neurodivergence is the standard.
  • Thanks to technology, they’ll be globally connected and globally influenced.

Acceptance and Self-Expression

As they grow up, their standard philosophy—for themselves and the people around them—will be: “You do you!” Just as their parents are raising them to feel heard, they’ll translate that into making sure they’re known for who they are, with self-expression and creativity. Cool is less about conforming and more about being themselves—diverse and unique.

And that desire for personality and expression will hold true for brands as well. Alphas will gravitate toward those who are bold about their identity: they can’t express themselves through brands if they can’t tell what they’re about. (Source: C Space Research)

A young girl with long brown hair, sitting cross-legged on a yellow sofa, is looking down at and touching a tablet screen. She is wearing a light pink frilly shirt and large, light blue and peach-colored headphones connected to the tablet with an orange cord. She appears to be focused and engaged with the content on the tablet. The background is a bright, modern living room with a green sofa and a large window.

THEY ARE DIGITAL NATIVES AND DIGITAL CAPTIVES

Digitally Immersed

As kids go from toddlerhood to elementary age, they begin to learn that devices are where everything happens: creation, education, entertainment, play, shopping and socializing. They’ll grow up as the most digitally immersed generation ever, especially in digital media that is multi-sensory: videos, smart speakers, socializing through video games, facetime, voice-to-text, podcasts and more. Brand messages that rely too much on words and reading will likely be overlooked.

Oversaturated with screens and excited for screen-free fun

But there’s a dark side to all this digital immersion. The quality of media on YouTube, Twitch and social media is often questionable. Bullying, hate speech and misbehavior are rampant. And research shows that too much screen time is bad for kids’ development as they replace self-regulation skills with quick dopamine hits.

But, given our society’s reliance on screens, devices have become inescapable and often addictive. The fact is that screen-free time is now harder for kids to get—and it’s therefore a more exciting experience! Kids still love (and need!) toys and recess and good old-fashioned play—they just don’t get them as much as children used to. Given that, digital experiences are not always the best way for brands to connect with Alphas. One of the most effective ways to create emotional connections with Gen Alpha kids is through tangible play and hands-on creativity.

Interested in hearing more about how your brand can avoid the digital noise to reach this emerging generation? Contact us!

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Sources: YouthBeat Research, KidSay Research, C Space Research, Tentpole Strategy & Insights, American Academy of Pediatrics, JAMA Pediatrics, Sapien Labs, Brookings Institution, and C3 Research.

About C3

C3 is an industry-leading design and brand marketing agency with more than 38 years of experience creating connections with customers, from families with children to Gen Zers. We provide insights, strategy, creativity and supply-chain expertise to build smart marketing programs around fully custom products, like kids’ meal toys, collectibles and other branded entertainment. We design and produce brand experiences you can touch — and that’s more powerful than a marketing message alone. A C3 product ignites a moment of joy and creates brand loyalty that lasts.