TAKEAWAY 1
Kid-fluenza
The growing influence of Generation Alpha
The power of Gen Alpha
Generation Alpha (born between 2010-2024) have surpassed all other generations, making up 24.4% of the global population comprising of 2 billion individuals worldwide, representing a staggering economic value of $5.4 trillion globally. (Sources: United Nations, 2025 & McCrindle, 2023)
Gen Alpha’s impact is unparalleled and goes far beyond own consumption to influencing family activities, household spending and more eco-conscious behavior. Family decisions on travel, dining and entertainment is significantly driven by the Alpha children.
Representing
of global population
a staggering global economic value of
66% of Gen Alpha want to buy from brands that have a positive impact on the world.
(Source: VML, September 2024, UK & US)
Alphas have grown up amidst a heightened awareness of climate change and social responsibility, influencing their insistence on quality and ethical sourcing.
While 64% of parents say sustainability takes a back seat when you’ve got a newborn, 63% of their kids care about sustainability.
By the age of 12, most children (78%) actively encourage eco-friendly behaviors in their families (like wasting less food, saving energy or choosing sustainable products/brands).
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