Gen Alpha Doesn’t Want Your Brand. They Want Their Own.

The Dirt

This month’s dig starts here

While marketers are still focused on Gen Z, Gen Alpha is quietly stepping into the spotlight. Born into the digital era, this generation has never known a world without smartphones, voice assistants, or algorithm-curated content. They’ve been co-parented by YouTube and iPads, shaped by creators instead of celebrities, and they’re forming tastes and opinions in real time.

They may not be the focus of the conversation for most brands yet, but they’re already influencing what their families watch, wear, and buy. And as they age into cultural and economic impact, they won’t just be consuming—they’ll be co-creating. If your brand has a future, Gen Alpha is going to build it.

The Dig

Let’s tunnel in

Who is Gen Alpha, really?

Gen Alpha includes those born from 2010 to 2025. The oldest are tweens and early teens. They’re the children of Millennials, and the first generation born fully into mobile-first, always-on life. Their world is fluid and fast—seamlessly blending screen time, school time, and social time.

By 2025, they’re projected to number more than 2 billion globally (McCrindle). That makes them the largest generation in history—and one that’s growing up in a completely different media and marketing environment.

Adobe Stock

They don’t go online; they are online. Whether watching YouTube, building in Roblox, or asking Alexa for help with homework, they’re immersed in tech that responds to them in real time.

Despite the stereotype, Gen Alpha isn’t lacking attention—it’s just selective. If they’re not interested, they bounce. But if content hooks them, they’ll dive deep: binge videos, explore worlds, or build their own.

For brands, that means the rules are changing. This generation isn’t scanning for surface-level messages. They’re looking for something they can engage with and something they can help shape.

Don’t underestimate the power of IRL

Even though they’re digital natives, Gen Alpha craves real-world experiences. But not just any experience—ones that feel like play, not pitches. Think building stations, interactive pop-ups, or creator meetups.

These experiences are often shared with parents, and they need to be frictionless, fun, and photo-worthy. Smart brands like LEGO treat the physical world like a creative playground—not a retail space.

And yes—they’re influencing what gets bought. According to GWI, 70% of Gen Alpha parents say their children already shape decisions about experiences like entertainment and travel.

NickRewind, CC BY 3.0

From fans to founders

Their idols aren’t celebrities—they’re creators. MrBeast, PrestonPlayz, Ryan’s World: These are brands built by people who started with passion and built empires. Gen Alpha sees it, understands it, and knows it can be done.

In one recent survey, nearly a third of Gen Alpha kids (ages 12–15) said they want to be YouTubers when they grow up (Fast Company). That’s not just a dream job; it’s a reflection of what they value: creative freedom, direct audience connection, and entrepreneurial influence.

They’re beginning to understand what a brand is—not just as a logo, but as a story and a business. Thanks to platforms like YouTube and creators who share behind-the-scenes content, Gen Alpha is being exposed to the mechanics of branding earlier than ever. The seeds of brand awareness and an entrepreneurial spirit are being planted young.

That makes them hyperaware of marketing. They’ll call out what feels fake. But if it feels built for them—and with them—they’ll lean in.

The takeaway? More than any generation that has come before, you’re not just marketing to them. You’re marketing with them. Start thinking now about how you can make your brand more interactive and open to collaboration.

The Shiny Stuff We Found

They crave co-creation, not just consumption.
Gen Alpha doesn’t want to be marketed to. They want to shape the experience. Brands that invite them to play, remix, and make will earn their attention—and their loyalty.

Storytelling matters more than slogans.
They’re growing up in a creator economy, where personality trumps polish. If your message feels flat, they’ll scroll past it. But tell a story—even better, let them tell it with you—and they’ll stick around.

Creators are the new brand partners.
They trust MrBeast more than Mickey Mouse. Creators who feel real, relatable, and relevant hold more sway than legacy names. And they expect brands to collaborate like equals, not just sponsor from afar.

Brand literacy begins at an early age.
Gen Alpha isn’t learning about branding in a college course. They’re learning it from YouTube. Their favorite creators talk openly about merch, engagement, brand partnerships, content strategy—and they make it fun. That’s shifting the baseline of how this generation understands influence. For previous generations, “brand” was something you consumed. For Gen Alpha, it’s something you create, grow, and manage.

Gen Alpha may not be your target yet. But they’re already your audience.

They’re forming opinions about your tone, your values, and your relevance. The danger is that they have decided about your brand before you even know they’re paying attention.

If you want a future with Gen Alpha, you don’t need to impress them. You need to respect them. Invite them in. Make space for their ideas, their creators, their imagination.

Because they’re not just growing up in your brand’s world. They’re helping shape what it becomes.

Till next time, stay scrappy. And we’ll keep digging.

Team Baby Badger