Is your brand ready to make the shift?
Generation Alpha—today’s 0–15 year olds—already command $100 billion in direct spending power, projected to reach $5 trillion by 2029. At 2.5 billion strong globally, they’re set to become the largest generation in history. And they’re not just waiting in the wings—they’re already shaping culture, commerce, and expectations of what brands must stand for.
While many companies are still fixated on Gen Z, Gen Alpha is emerging with distinct (and often paradoxical) preferences, next-level fluency in digital and AI, and an insistence that brands authentically reflect their generational values.
For brands that want to stay relevant, this isn’t a long-term consideration—it’s an immediate imperative. Gen Alpha is already forming opinions, building networks, and influencing household decisions. Most innovation cycles take 12–18 months to launch; in that window, Gen Alpha will have already chosen the brands whose experiences align with their values.
That’s why we’ve launched The Alpha Shift, a research series designed to help you build branded experiences this generation will embrace. In this report, you’ll find actionable insights, brands who already speak Gen Alpha’s language, and a roadmap to prioritize your next innovation and design moves—organized around five essential themes:
It's a Small World
Breaking free from algorithmic sameness in search of autonomy and truth
Longevity Gratification
Balancing instant rewards with long-term progress
Dual Citizenship
Living fluidly across digital and physical environments
Nano Nuanced Navigation
Shaping identity through micro-adaptations, not fixed definitions
Safety Zones
Building resilience through connection, not predictability
