Meet Gen Alpha

As the first members of Generation Alpha reach their mid-teens, they’re already beginning to influence the consumer landscape in meaningful ways. Born between 2010 and 2024, this digitally native generation is on track to become the largest and most economically powerful in history, with an estimated $5.4 trillion in spending power. They’ve grown up with smartphones in hand and are learning to use AI tools like ChatGPT alongside traditional literacy skills. Their preferences, ranging from immersive gaming over conventional social media to a strong focus on mental health and sustainability, are prompting brands to adapt.