Brands
Gen Alpha’s Influence
Report summary
Gen Alphas are still small, but their impact is not. With the oldest Alphas (ages 0-11) on the precipice of adolescence, they are poised to inherit the youth culture spotlight given to Gen Z, and millennials before them.
The 46 million Gen Alphas in the U.S. are being raised by parents who believe their futures are brighter than any other age group. Their parenting style has their kids engaging with enormous amounts of media, and that’s leading to strong brand exposure at a young age. But they’re not just Gen Z 2.0; Gen Alpha is coming of age in a time of sweeping societal and technological change, and they’re already embracing consumerism to keep up.
Key Takeaways
- 9 is the magic number: Ages 9-11 is a crucial period for Alphas’ development — when their access to everything from money and devices to control over what they watch online begins to increase notably.
- There’s a gender divide among Alpha’s parents: Compared to moms, Gen Alpha dads are more likely to be optimistic about their kid’s finances, prioritize tech ownership and support book bans.
- Alphas are (literally) early adopters: Large portions of the young cohort own all sorts of devices. Plus, Alphas are already spending time online at rates similar to their Gen Z counterparts — and watching lots of the same content, too.
- 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.
- Alphas already have clear brand preferences: Childhood staples like Disney and McDonald’s are among Alphas most-asked-for brands, but new and unexpected names like Temu and Sephora take top spots too.
Data Downloads
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Methodology
Surveys conducted January 13-17, 2025 among 2,223 parents of Gen Alpha children (aged 0-11), and among 1,007 parents of children aged 0-18, with weighted margins of error of +/-2 percentage points and +/-3 percentage points, respectively.
About the authors
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].
