All About Gen Alpha

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Welcome to Morning Consult’s From A to Gen Z newsletter. We put the headlines you’re reading about Gen Alpha, Gen Z and millennials into context with our high frequency survey data to help you better understand exactly how and why they’re spending their time — and their dollars. 

Last week, Morning Consult released our latest report on Gen Alpha, which explores how today’s kids’ exposure to technology, media and money is influencing the shopping habits of their families. While we’re diving deep into this data today, keep this key takeaway in mind: Gen Alpha is not just Gen Z 2.0; They're coming of age in a time of sweeping societal and technological change, and they’re already embracing consumerism to keep up.

📣🛍️ Alphas’ most-asked-for brands 📣🛍️

For each of the below industry categories (and more), we gave Gen Alpha parents a blank space to tell us what brands their child asks for most frequently. While many cross-generational childhood staples — like Barbie, Hot Wheels and Gap — made the list, so too did several brands that speak to the unique moment in Alpha’s coming of age.

For example, Chinese low-cost retailer Temu entered the U.S. market less than three years ago and is already one of the most requested e-commerce destinations, reflecting the global and rapidly changing marketplace available to kids today. Sephora’s appearance within the personal care category also underscores Alpha’s premature, social media-inspired preoccupation with all things beauty and skincare. 

▶️ Download the Gen Alpha report here to see the full list of Gen Alpha’s most-asked-for brands.  

#️⃣9️⃣ 9 is the magic number #️⃣9️⃣

Ages 9-11 is the tech introduction sweet spot for Gen Alpha. By this time, at least 3 in 4 own half of the eight technologies we tested. It’s also when their access to everything from money to control over what they watch online begins to increase notably.

That said, tablets overwhelmingly dominate Alphas’ tech stack, and they start using them early. Over half of those ages 0-2 (53%) are already in possession of one, with ownership peaking in the 6-8 age range. Tablets are also Alpha’s go-to destination for several entertainment activities, including playing video games.

▶️ To learn more about the data that powers this research, reach out to your Morning Consult contact or email [email protected]. 

👛🤑 Some purse power, lots of persuasion 👛🤑

While Alphas’ direct access to funds is still limited, they’re influencing their parents’ purchasing decisions on a near daily basis, especially when it comes to food and beverages. Nearly 3 in 4 (73%) Gen Alpha parents said their child informs at least some grocery purchases, and a similar share said the same about toys.

Alphas are also quite incessant with their shopping requests: Across most age bands, pluralities ask their parents to buy them something at least a few times every week. 

▶️ To check out more Gen Alpha trends, head here.

What Else We’re Reading

• DEI News Has Broken Through to the Public, and Is Impacting Support (Morning Consult)
• Millennials Are The Newest Members of the Sandwich Generation (Morning Consult)  
• The Cult of Baby Tech (Business Insider)
• Women’s Soccer League Signs Sponsorship With ‘Gen Z Whisperer’ Alex Cooper  (The Wall Street Journal) 

Upcoming

Mar. 19 — Webinar: Exploring Gen Alpha and Gen Z Trends. Join us next Wednesday (3/19) at 12pm ET as we discuss our latest Gen Alpha and Gen Z reports. Sign up here. 

Mar. 19 — Report: How Gen Z is Eating and Drinking. This report explores Gen Z’s evolving food and beverage preferences, behaviors and expectations. Once live, it will live on our Gen Z page.