Is your brand ready to make the shift?
Generation Alpha—today’s 0 to 15-year-olds—already wield $100 billion in direct spending power, which is projected to reach $5 trillion by 2029, and they’re actively shaping the future of culture and commerce. At 2.5 billion strong globally, they're on track to be the largest generation in history. While many companies remain focused on Gen Z, Gen Alpha is rapidly emerging as a generation with distinct, sometimes paradoxical preferences values, next-level digital and AI fluency, and expectations thatfor participation to buildbrands authentically reflect their generational values.
Gen Alpha isn’t waiting for your brand to catch up. They’re already forming opinions, building networks, and influencing household decisions. Most innovation cycles take 12–18 months to launch—but by then, Gen Alpha will have moved again.
To help you design branded experiences for these new consumers, we’re publishing a research series, The Alpha Shift, packed with actionable insights. We profile the brands who already speak Gen Alpha’s language, and help you prioritize your next innovation and design moves based on five emerging themes that reveal how this generation engages with the world around them:
It's a Small World
Breaking free from algorithmic sameness in search of autonomy and truth
Longevity Gratification
Balancing instant rewards with long-term progress
Dual Citizenship
Living fluidly across digital and physical environments
Nano Nuanced Navigation
Shaping identity through micro-adaptations, not fixed definitions
Safety Zones
Finding resilience through connection, not predictability
