For a while there, Gen Z was all anyone could talk about. Their tastes dictated everything from aesthetics to algorithms. But just like millennials before them, a new generation is fast on the horizon.
Gen Alpha is up next, and they have their own set of rules. For Gen Alpha, cable TV is ancient history, and board games are novelties. They’ve only ever known the scroll. And soon, their habits will drive how households spend—from groceries to streaming platforms—while setting new standards for instant access, seamless UX, and interactive media.
Estimates show Gen Alpha already influences hundreds of billions in spending annually through their parents. Ignore them now, and you’ll be behind before they hit adulthood.
How Gen Alpha scrolls
Even before Gen Alpha, attention spans were shrinking. Apps like Snapchat boomed by offering bite-sized entertainment that required zero commitment. The ease. The access. The world was heading toward a new era of consumerism, and now, in the time of Gen Alpha, it is no longer a trend — it’s the norm.
As the first generation to truly be immersed in all things fast technology, Gen Alpha demands short-form, high-stimulus media. Snapchat is almost virtually irrelevant and has been replaced by TikTok, YouTube Shorts, Roblox, and the like.
But it’s not just about quick clips. This is the first generation raised on interactive, personalized platforms. From Roblox to Minecraft to early AI tools, they expect to participate, remix, and create. For them, “algorithmic personalization” is the default. Anything that feels generic? Instantly dismissed.
This low-effort, high-reward expectation sets the bar high for all other interactions outside of a social media platform. They want visuals that pop. Content that engages. And brands that feel personal. Forget blind brand loyalty. Gen Alpha cares less about a name and more about the values. The vibes.
This may sound like a seismic shift, but let’s reframe it as an opportunity.
Gen Alpha already holds about $101 billion in direct spending power and influences nearly half of their households’ purchases. So the sooner you understand how they think, the stronger your brand position will be.
What Gen Alpha values and how to keep up
Gen Alpha comes with new rules, but not an entirely new rulebook. Here’s what they care about and how you can meet it:
Authenticity > perfection: If brand names carry less weight, perfection is well overrated, too. Flawless is boring. Real wins. A brand that consistently knows who they are and who they are not.
Our rec: You don’t need to be loud or quirky to stand out. You just need to be clear. Connect with your audience on your own terms. Skip trend-chasing; they’ll spot performative moves immediately.
Inspo: Duolingo’s unpolished TikTok is more effective than polished ads. It’s conversational, relevant, and doesn’t feel corporate.
Social consciousness is a non-negotiable: Gen Z might’ve sparked a social consciousness movement, but Gen Alpha puts their money where their beliefs are. In fact, 66% prefer brands that have a positive social impact, showing that values really make a difference.
Our rec: Don’t try to champion every issue. It undermines the authenticity they crave. Be honest about what matters to you and how you show up. And don’t bury those values on a hard-to-find page. Surface them where people can actually see them.
Inspo: Patagonia’s activism isn’t hidden. It’s front and center. They take pride in their beliefs and actually follow through with them.
Belonging beats transaction: Community runs deep with Gen Alpha. They want to feel like they’re part of something bigger. Inclusion matters in all its forms: language, accessibility, representation.
Our rec: Build something people can identify with, not just buy from. Storytelling and audience understanding are key. Design for participation, not just purchase.
Inspo: Nike’s “Play New” campaign emphasized trying over fearing failure, spotlighting community rather than a single product.
Designing for what’s next
You don’t need to overhaul everything today. But if you’re serious about staying relevant, start here:
Build flexibly. Create things that evolve as expectations do.
Expand your research pool. Test with younger users—even if they’re not your audience yet. They’re a glimpse of what’s coming.
Experience over everything. Create something people feel, not just consume.
Let users lead. Give them choice, agency, and room to explore. That’s how brand affinity forms — even for a generation skeptical of loyalty.
If Gen Alpha stumbled across your brand tomorrow, would it feel like a place they could belong or just another scroll? Tomorrow isn’t here yet, but when it arrives, every space—not just the creative world—will need to adapt. Better to get a head start than to play catch-up. Design like the future is watching — because it already is.
