How you can thrive in 2025…by targeting Gen Alpha

We often forget that Gen Alpha – those born since 2010 – are growing up in a world designed and built by adults. They are exposed to thousands of brands that are integral to their lives  – although  not explicitly designed for them – at a younger age than any generation before them. This has produced a generation of incredibly brand-savvy and discerning young individuals.

In addition, Gen Alpha are encouraged to participate in family life as stakeholders and opinion formers more so than any other previous generation, and as a result have a huge influence on not just family purchases but also on the entire family ethos.

Their individuality is also celebrated by their parents, who encourage them to stand up for their beliefs, giving them more sway on family decisions than other youngsters before them.

We also know that this generation is digitally native and adept at navigating rapid technological advancements and a fast-changing world, so grabbing and retaining the attention of this youngest cohort of consumers is no easy feat.

This means brands need a more sophisticated approach than they might have expected to help them stand out to this important and influential demographic.

So, what do brands looking to connect with this generation need to know as we look towards 2025?

Gen Alpha are activists
Gen Alpha are hyper aware of the importance of doing the right thing. And our seminal white paper Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation revealed that 53% of Millennial parents believe their Gen Alpha kids will “help solve the problems caused by previous generations” such as climate change. It is showing a more democratic form of parenting is also influencing Gen Alpha’s view on political standing, as 24% of kids in the UK have taken part in a march or protest.

The challenge for brands and authorities here is how to respond to this, and engage a generation that may see your brand as part of the problem.

Put simply – brands looking to connect with this generation need to step up and lean into this desire for change authentically. There is a clear expectation that brands will take responsibility for minimising their own impact – 43% of kids would be more inclined to buy brands that make all their products better for the environment, and 46% would shift their money to brands that help to support kids around the world.

For brands thinking about how to start, a quick tick box approach nodding to a surface level initiative won’t work. But consistency and authentic messaging is a good place to start.

Gen Alpha are entrepreneurs
With the digital world at their fingertips providing endless opportunities, and with Millennial parents’ encouragement to “find their thing”, it’s no surprise that Gen Alpha are the entrepreneurial generation.

They are hyper aware of their environment. And there is no pulling the wool over their eyes regarding economic hardships. As a result, we are seeing tweens and teens running their own reselling businesses across platforms such as Vinted, Etsy and Depop so they can raise their own funds to purchase the latest console or skincare product. In fact 31% of UK kids and 35% of US kids have already made money from interests or hobbies.

Brands that enable kids and teens (with the support of their parents) to explore this entrepreneurial spirit via things like reselling platforms or online courses have the opportunity to win lifelong brand advocates.

Gen Alpha have a sense of self
Parents are placing huge importance on mental health, self-worth, and being open with feelings – and it shows in the values of Gen Alpha. Kids and teens are super understanding of self-worth and have an appreciation for human happiness.

A whopping 59% of UK kids and 55% of US kids agree that “It’s important to be happy the way you are”.

We are seeing this reflected in the brands kids are reaching for. Kids are looking for brands that are accepting and friendly, and offer the chance to discover their own individual identity. Think Nike and its personalised trainers, or Crocs and its Jibbitz. These work because kids have both an inherent need to fit in with their peers and a desire for individuality; personalisation offers the best of both worlds.

Gen Alpha are digital masters, but safety is key
Gen Alpha are the most digital savvy generation. While Millennials and Gen Zs are raised with technology, Gen Alpha are born with it. Kids become active online younger, and generally for longer, across all age groups, with some being able to do so away from communal areas in the family home. Understandably then, online safety is a hot topic, both at home and in schools.

This means that Gen Alpha is aware of their online safety and expect brands to be too. It’s why YouTube ranked above TikTok in this year’s Beano Brain 100 Coolest Brands report. And why social media platforms slid down the table. Brands looking to win trust from this demographic must make safety their top priority and look beyond just the regulatory baseline.

Gen Alpha fight stereotypes
Gen Alpha don’t share the same views rooted in stereotypes as older generations. In fact, they actively challenge gender biases and are not afraid to point out inappropriate biases from adults, including sexism. And the same goes for brands attempting to target them through stereotypical advertising and marketing practices. Pink is for girls blue is for boys just won’t cut it.

So, brands must invest in getting to know this cohort, and I mean really getting to know them, beyond broad tropes. Where do they spend their free time? What are they talking about? What are their needs and wants?

Basic advertising and marketing is table stakes for getting the attention of Gen Alpha, so for 2025, brands need to get creative, stop viewing the world through an adult lens and be prepared to ‘think more kid’.

Helenor Gilmour is director of strategy at Beano Brain