As the first “AI-native generation,” it’s no secret that Generation Alpha is growing up differently.
We surveyed Generation Alpha kids (ages 10-14) and their parents to understand the impact of Alphas and what influences them, including how technology and artificial intelligence (AI) are shaping them in a way we have not seen with other generations.
WE Communications’ new U.S. survey reveals the mindset of these critical consumers of tomorrow and details what brands can do to build real, authentic relationships with this generation that’s growing up in an “artificial” world.
Gen Alphas’ Influence
Gen Alpha kids (ages 10-14) wield a lot of power and influence over household decisions…and they know it.
of kids think their opinion is important when it comes to family purchasing decisions
of parents often purchase trending items their child asks for
of parents feel pressure when it comes to buying items their child requests
According to parents, kids’ preferences and opinions are influencing purchase decisions big and small:
Influences on Gen Alpha
Parents of Gen Alpha underestimate their own influence and that of online creators on what their kid thinks is cool or trending/popular.
Kids
Parents (About their kids)
of Gen Alpha kids would be unlikely to buy (or ask for) a product if they don’t see it being talked about on TikTok
Gen Alpha & Technology
Gen Alpha kids start on social earlier than parents think, but ultimately technology doesn’t replace relationships.
Parents see tech as having positive benefits for kids, but their concerns outweigh the potential gain.
38% of parents are happy tech tools are available to make life easier for kids, but 51% worry about potential safety and security.
Top 3 areas parents think tech will positively affect their child:
Top areas parents think tech will negatively affect their child:
Gen Alpha & AI
Gen Alpha kids (and parents) underestimate the role AI plays in their daily lives.
of Gen Alpha kids report they rarely/never use AI, however, many of those who say this have used AI-powered platforms
of kids trust AI, but 75% of parents are concerned about negative effects impacting their child (e.g., fake images, bullying, privacy, cheating on schoolwork, etc.)
Gen Alpha & Brands
Gen Alpha kids want a balance between trendy and personal when it comes to their favorite brands.
of kids say their favorite brands reflect their vibe and things that are important to them
of kids think that it’s equally important for a brand to be popular with their friends/trending online AND to reflect their personal vibe
of parents think a brand that speaks to a specific/niche interest of their child contributes to their love/desire to buy the brand’s products
Gen Alpha & the Future
Ultimately, kids and parents are very much aligned on their view of the future.
Kids
of kids are optimistic about their future
Parents
of parents are optimistic about their kids’ future
Interested?
To hear more about Gen Alpha and the “Alpha Intelligence” survey findings or learn whether your brand is Gen Alpha-ready, please contact [email protected].
Who WE surveyed
The “Alpha Intelligence” Gen Alpha and Gen Alpha parents surveys were fielded by YouGov on behalf of WE Communications. 546 children aged 10-14 and 522 parents of children aged 10-14 were interviewed between July 5-14, 2024. All surveys were conducted online, and figures have been weighted and are representative of their respective populations.
