7 Gen Alpha characteristics to know for 2025 

Move over, Gen Z – it’s time for Generation Alpha to take center stage. Marketers everywhere have started to pay close attention to Gen Alpha’s characteristics, eager to understand tomorrow’s consumers today. So, what sets them apart? And how will Gen Alpha’s unique preferences and behaviors shape the future of marketing?

Let’s dive into the seven key characteristics that define this generation and explore how brands can adapt to their evolving expectations.

Who are Gen Alpha?

Gen Alpha, born between 2010 and 2024, are the first generation to grow up with the internet as a constant. While their predecessors, Gen Z, were raised with the emergence of the internet, Gen Alpha have never known a world without it. So, how does this ongoing connectivity shape the way they experience the world? Read on to find out.

Top characteristics of Gen Alpha

1. Technology: They’re having an offline renaissance
2. Online spending: They’re confident consumers
3. Online privacy: They’re learning how to stay safe online
4. Brand interactions: They’re calling the shots
5. Work: They’re redefining education and careers
6. Eco activism: They’re prioritizing social issues over eco issues 
7. Media and film: They love a trip to the movies

1. Technology: They’re having an offline renaissance

Sure, Gen Alpha live and breathe technology. Unlike older generations who grew into the digital age, this generation has been immersed in tech from day one. But here’s the twist. Post-pandemic, many Gen Alpha kids are now spending more time offline. Since early 2023, the number of 8-15 year olds who meet friends after school is up 12%, while video gaming after school has dropped 6%. They might be tech natives, but they’re spending time away from screens.

2. Online spending: They’re confident consumers 

From TikTok to Instagram, social media platforms aren’t just for entertainment – they’re Gen Alpha’s go-to shopping guides.

Since 2023, there’s been an 11% rise in Gen Alpha using social media to find things they want to buy.

And they’re quickly gaining confidence in making those purchases. The number of 12-15 year olds buying online has skyrocketed by 39% since 2021. 

But it’s not just about buying – they’re also taking charge of their style, and kids who use social media for purchases are 39% more likely than average to make their own decisions on the clothes they wear. This is great news for brands like Adidas and Nike, who are seeing a new surge in interest from these young consumers. Adidas has seen a 14% boost in popularity with Gen Alpha since 2023, while interest in Nike and New Balance has grown by 18%, and Under Armour by an impressive 22%. It’s clear Gen Alpha’s a rising consumer force brands can’t afford to overlook.

3. Online privacy: They’re learning how to stay safe online

Unlike previous generations who might have been guilty of oversharing (millennials – who could forget that single night out in 2011, immortalized in a Facebook album of 200+ blurry snaps?), Gen Alpha are far more reserved about what they post online. The number of 12-15 year olds who say they post everything they do on social media has dropped by 15% since 2021. And not only are they more cautious, but they’re getting smarter about online safety too, with an 8% increase in the number of kids saying they know how to stay safe online. 

So, why are Gen Alpha so privacy-savvy? Parental influence likely plays a big role. Fewer kids now have unsupervised access to devices, and the use of parental controls has jumped from 41% in 2021 to 48% in 2024. But what does this mean for brands? Having grown up with this influence, as consumers, Gen Alpha are likely to demand stronger data protection and privacy features. As true digital natives, they’re more aware of data privacy issues and will gravitate toward brands that make safeguarding personal information a priority.

4. Brand interactions: They’re calling the shots 

Gen Alpha are becoming more independent in the way they interact with brands. Since 2021, the number of kids who say they choose which apps they download has increased by 11%, with a 12% rise in kids deciding what they eat. This means they’re taking control of their choices at a younger age. For brands, this growing independence means it’s no longer just about targeting parents – Gen Alpha are becoming important decision-makers in the household, and it’s important to engage with them too.

5. Work: They’re redefining education and careers 

Going to the cinema is a classic pastime for kids spanning generations, and it’s no different for today’s Forget the traditional paths. Many Gen Alpha kids are looking up to influencers and self-starters who’ve made it big, without following the conventional route of higher education. Of the kids who say higher education isn’t important, there’s been an 11% increase in the number who watch influencer videos since 2021. And in the US, the value placed on college is waning, with only 39% of 12-15 year-olds saying it’s important compared to 50% in 2021.

But this trend isn’t universal. In countries like France, Singapore, Germany, and the UK, there’s actually been a rise in girls gravitating toward science, with subjects like physics, chemistry, and biology gaining popularity since 2023. So while some Gen Alpha kids are exploring unconventional career paths, others are embracing traditional academic subjects, particularly in STEM fields.

What’s clear is Gen Alpha aren’t following a one-size-fits-all route. They’re forging new paths and redefining success on their own terms, so brands and educational institutions need to offer flexible opportunities to meet the aspirations of this generation.

6. Eco activism: They’re prioritizing social issues over eco issues

It looks like Gen Alpha’s passion for environmental issues might be cooling off a bit. While they still care about the planet, fewer kids are saying it’s a top priority.

In 2021, 34% said protecting the environment was important to them, but by 2024, that number dropped to 31%.

Recycling is seeing a similar dip, suggesting that for this generation, other issues are coming into focus.

One of those issues? Empowerment and representation, especially for young women. Since early 2023, the number of girls who feel confident about speaking their minds on social media has grown by 18%, while boys have seen a 5% drop in confidence. The trend continues when it comes to being true to themselves online – with a 3% rise in the number of girls who say they can freely express their opinions, while boys saw a 13% decline.

Representation is also a bigger deal for girls, with 3% more saying it’s important to see diverse people in TV shows and movies. For boys, though, this seems to be less of a priority, with 9% fewer saying they care about it compared to last year. Overall, girls are becoming more empowered and focused on inclusivity, while boys seem to be stepping back from these issues.

7. Media and film: They love a trip to the movies

Going to the cinema is a classic pastime for kids spanning generations, and it’s no different for today’s Gen Alpha. We’ve seen a 12% increase in American 12-15 year olds who say the movie theater is their favorite way to watch films – that’s 27% now choosing the cinema over other options.

But it’s not just about the big screen. Gen Alpha are also streaming audio content more than ever. Since early 2022, the number of 12-15 year olds who listen to music at least once a week has jumped by 7%. Podcasts and audiobooks are also gaining popularity, with podcast listening up 12% and audiobooks seeing a 6% rise among this audience.

Finally, more kids are tuning into TV every day, with an 8% increase in daily watchers since 2022. So whether it’s the cinema, streaming audio content, or traditional TV, Gen Alpha are fully immersed in media across all platforms.

Staying relevant with Gen Alpha

With these seven key characteristics defining Gen Alpha, it’s clear today’s kids are rewriting the rules of engagement. To stay relevant, brands need to align with the values that are important to the consumers of tomorrow. Here are our top tips: 

• Balance tech with real-life connections: While Gen Alpha are digitally immersed, they’re also rediscovering offline experiences. 
• Prioritize data privacy: With a heightened awareness of online privacy, Gen Alpha expect brands to take data protection seriously.
• Engage Gen Alpha directly: These young consumers are taking charge of their choices, and brands need to speak directly to them, not just their parents.
• Show up on multiple media platforms: With Gen Alpha’s media habits spanning movies, streaming services, podcasts, and TV, make sure your brand appears across a variety of these channels to stay top-of-mind. 

So there you have it, Generation Alpha – the first of its kind, and determined to forge their own path.