Why deep diving into ‘Gen Alpha’ gave me hope

“Think more kid” is a great mantra to live by.

Three simple words, but a unique approach when it comes to actually understanding who kids are today and the role they play in everything from family dynamics to saving the planet.

Through longitudinal, ethnographic Trendspotters Panels in the UK, US and China, plus our range of bespoke research approaches, I’ve been deeply involved in hearing exactly what drives this generation, the rhythm of their lives, what they think is hot (or not) and how we can predict how their behaviours will shape who they will be – and equally what brands they will and won’t form relationships with.

Youth insight

Spending time with these unique and brilliant young people, I defy anyone not to come away with hope and positivity that all will come good in the end—and brands that want to form lasting relationships, need to start listening.

East or West, Gen Alpha has a brilliant sense of rebellion. Not the banner-waving marches of their Gen X grandparents, but wonderful game-changing everyday acts of rebellion to make a positive difference.

We estimate that there are 4.9 million mini acts of rebellion every week, from reminding their parents to take care of the planet to calling out adults for inappropriate comments or telling mum and dad to get off their devices.

They are changing the world by stealth through questioning the rules, asking why and living by example. This is hugely powerful. Gen Alpha’s “constructive” rebellion is, even now, catalysing societal change, an impact that could be greater than any generation before them.

Never spoon-fed

They have a more global outlook than previous generations who formed their cultural view through the soft, cool clarity of the Americana lens. As a cohort, Gen Alpha particularly love to discover or stumble upon ideas, information and entertainment for themselves – rather than have it given or spoon-fed to them. They are open to new and different cultural influences from other geographies, reinforced and supported by growing up in an era of global connectivity.

Social platforms and modes of play combine to establish Gen Alpha kids as international citizens.

This has allowed Gen Alpha to form, project and take pride in social identities based on their feelings, thoughts and interests. They explore and embrace their cultural identities unencumbered by their physical geographical location or societal norms.

Diverse passions

For Gen Alpha, Korean pop culture can be seen across the kawaii-like aesthetic (the Japanese term meaning cute or adorable), mochi and bubble tea explosion. Manga and anime have hit the mainstream. Bridgerton vibes are embraced in the US as much, or maybe more than, in the UK. Day of the Dead and Chinese New Year are celebrated across the world and the huge rise in soccer has made global superstars of Messi, Ronaldo, Mbappe and others. And of course, gaming platforms such as Minecraft, Roblox and Fortnite have become vehicles to spread cultures and symbols

For brands, this means there is a global stage to play on, where engagement and interest in celebrations are tied to interest rather than location.

Grabbing the attention of kids and teens is no easy task though. In our seminal 100 Coolest Brands Report we surveyed 120,000 youngsters aged 7-14 across the US and UK to find out exactly what makes a brand cool for this generation.

Gen Alpha is increasingly discerning – a hugely creative generation of digital masters and critical consumers with expectations and benchmarks which are often higher than those of adults. They expect depth and breadth of content – with continuous updates, spin-offs and new products – content availability on demand, full integration across platforms and speed – be that super-fast broadband or same-day delivery.

Creative capture

And they really understand brand salience. To stand out for youngsters, ‘cool brands’ must capture kids’ hearts and minds, create a sense of occasion with either friends and family or in simple daily pleasures or for key life moments such as ‘back to school’.

As the original YouTube generation, Gen Alpha are also primed to celebrate brand collaborations and they embrace brands that are brave when it comes to championing diversity or helping them navigate life stages such as puberty.

Brands looking to tap into this generation need to be visible across myriad touchpoints—from YouTube to Roblox to the physical High Street.

We would argue that with the influence they already exert in the household, Gen A is already important but, as they mature, they will become increasingly important to brands and marketers. Brands must take a sophisticated approach, focusing on authenticity, salience, and a comprehensive understanding of their end consumers' desires and needs.

Any savvy marketer should be looking at their long-term business plans and deploying our mantra: ‘think more kid.’