Brands
Report: A Brand's Guide to Gen Alpha
Report Summary
Gen Alpha (ages 0-9) is being reared during the confluence of many once-in-a-lifetime events: historic inflation, a still unresolved pandemic and ongoing tech breakthroughs. All of these elements heavily influence how their parents raise them — and how this youngest generation views the world. This report aims to introduce Gen Alpha to our readers and establishes a foundation for understanding how their behaviors and upbringing differ from that of previous generations. We did this by surveying 2,000 of their parents, asking them questions about their children’s screen time, brand preferences and purchasing influence, financial future, healthy habits, and travel plans.
Key Takeaways
- Parents believe Alphas will be better off than they were. But not in terms of mental health — call it the COVID effect.
- The lives of Alphas are deeply digital: Most Alphas (54%) own a tablet, and their future points to virtual reality.
- Alphas are already influencing purchasing: That’s especially true for food and beverages.
- Gen Alpha parents are financially preoccupied: The Great Recession is impacting millennials’ parenting style.
- Parents emphasize healthy eating. But: McDonald’s — more so than in the past, it’s a balance of vegetables and Happy Meals.
- Travel-happy parents are bringing Alphas along, and Alphas are already influencing where their families go.
Methodology
The research fueling this report was fielded Dec. 10-20, 2022, among a representative sample of 2,001 parents with children under the age of 9, and Dec. 10-19, 2022, among a representative sample of 1,000 parents with children under the age of 18. An additional survey was fielded Dec. 21-24, 2022, among a representative sample of 1,000 parents with children under the age of 9. The first survey has an unweighted margin of error of +/-2 percentage points, while the second and third surveys have an unweighted margin of error of +/-3 percentage points.
About the Authors
Joanna Piacenza leads Industry Analysis at Morning Consult. Prior to joining Morning Consult, she was an editor at the Public Religion Research Institute, conducting research at the intersection of religion, culture and public policy. Joanna graduated from the University of Wisconsin-Madison with a bachelor’s degree in journalism and mass communications and holds a master’s degree in religious studies from the University of Colorado Boulder. For speaking opportunities and booking requests, please email [email protected].
Amy He is an analyst team lead of Industry Analysis. Her team identifies trends affecting key demographics across retail & e-commerce and media & entertainment. Prior to joining Morning Consult, Amy served as the executive editor of newsletters at eMarketer. She graduated from New York University with a bachelor’s degree in journalism and East Asian studies. For speaking opportunities and booking requests, please email [email protected].
Jordan Marlatt is a lead tech analyst on the Industry Intelligence team, where he conducts research, authors analyst notes and advises clients on emerging technologies and trends. Jordan previously served as chief of staff to Morning Consult’s president and co-founder, and opened and oversaw Morning Consult’s San Francisco offices, onboarding and consulting for the company’s largest technology clients. He graduated from The George Washington University with a bachelor’s degree in international affairs and political science. For speaking opportunities and booking requests, please email [email protected].
Emily Moquin is the lead food & beverage analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises leaders in the food & beverage industry on how to apply insights to make better business decisions. Prior to joining Morning Consult, she worked at Gartner as a director analyst, covering consumers and food & beverage, and on the consumer insights team at H.J. Heinz. She graduated from Penn State University with a bachelor’s degree in advertising and public relations, as well as political science. @emilybmoquin
For speaking opportunities and booking requests, please email [email protected].
Josh Pearce previously worked at Morning Consult as a data scientist.
Lindsey Roeschke is the lead travel & hospitality analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises leaders in the travel & hospitality industry on how to apply insights to make better business decisions. Before joining Morning Consult, she served as a director of consumer and culture analysis at Gartner and spent more than a decade working at advertising agencies across three continents. Lindsey graduated from the University of Delaware with a bachelor’s degree in communications and holds a master’s degree in strategic communications from Villanova University. For speaking opportunities and booking requests, please email [email protected].
Claire Tassin is the lead retail & e-commerce analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises leaders in the retail & e-commerce industry on how to apply insights to make better business decisions. Before joining Morning Consult, Claire was an analyst at Gartner, where she conducted research on shifting consumer behaviors and expectations, as well as trends and technology relevant to marketing leaders in the retail sector. She graduated from Washington University in St. Louis with a bachelor’s degree in psychology. For speaking opportunities and booking requests, please email [email protected].
Kevin Tran is the media & entertainment analyst on the Industry Intelligence team, where he conducts research, authors analyst notes and advises leaders in the media & entertainment industry on how to apply insights to make better business decisions. Prior to Morning Consult, Kevin was a media analyst at Variety Intelligence Platform, Variety’s premium subscription service. Kevin graduated from the Haas School of Business undergraduate program at the University of California, Berkeley. @ktran223
For speaking opportunities and booking requests, please email [email protected].
Nicki Zink is an analyst team lead of Industry Analysis. Her team identifies trends affecting key demographics across food & beverage, travel & hospitality and financial services. Prior to joining Morning Consult, Nicki served as the head of digital intelligence at Purple Strategies, a corporate reputation and strategy firm. She graduated from Miami University with a bachelor’s degree in mass communication. For speaking opportunities and booking requests, please email [email protected].
Meg Bond is the director of financial services intelligence, where she conducts research, authors analyst notes and advises leaders in the financial services industry on how to apply data-driven insights to make better business decisions.
For speaking opportunities and booking requests, please email [email protected].
