The world of consumer influence is shifting, and at the heart of this transformation is Generation Alpha—the first fully digital-native, socially conscious generation poised to redefine brand engagement. As these young consumers grow, their preferences, values, and digital behaviours are shaping household purchasing decisions more than ever before. Nearly half (47%) of UK parents now admit to “always buying the brands my children prefer”—an 8% increase in just five years.
Our latest report, The Gen Alpha Playbook: Insights and strategies for the new consumer frontier, created in partnership with Source Nine Insights, explores the emotional drivers that define this generation, uncovering the six key needs—Autonomy, Connection, Security, Meaning & Purpose, Play, and Peace—that influence their perceptions of value and decision-making. By analysing their beliefs, behaviours, and expectations, we provide brands with actionable insights to engage meaningfully with the under-15s who will shape the future of consumer culture.
With social activism, ethical consumption, and digital fluency at their core, Generation Alpha demands more from brands than ever before. From their scepticism of advertising and preference for personalised content to their growing independence and influence on household spending, this report sheds light on how businesses can adapt and connect authentically with the consumers of tomorrow.
Download The Gen Alpha Playbook now to gain a deeper understanding of this influential generation and discover strategies to future-proof your brand in an evolving marketplace.
