Backpacks, lockers, and brand power: Gen alpha’s cultural coming of age
Why the high school transition is a pivotal moment for brands to show up and stay relevant
Meet gen alpha: The most influential generation yet
Born between 2010 and 2025, Gen Alpha is already shaping up to be the largest, most socially conscious, and tech-savvy generation the world has ever seen. As the first generation to grow up entirely in the digital age, they are poised to change everything from consumer behavior to social activism.
Gen alpha fast facts
Gen Alpha is forecasted to be the largest generation in history, estimated at between 2 and 2.5 billion in 2025¹
Gen Alpha is also on track to be the wealthiest generation in history, with a projected economic footprint of $5.46T by 2029²
They represent a significantly different culture than what we experience today: 65% of Gen Alphas are expected to work in jobs that donʼt even exist yet³
They already have purchase influence: 81% of parents in the US say their children influence family shopping decisions⁴
What’s the opportunity?
The oldest members of Generation Alpha are turning 15. Aside from representing the future of shoppers and consumers, Gen Alpha is on the cusp of a huge life event that will have an impact on their personal identity (and brand choices) for years to come...
... entering high school.
Big life events or life stage transitions create opportunities for brands
Disruption and change can create new needs and can also be key inflection points to reflect values and establish deeper emotional connections with consumers.
The power of life events
Life-level changes go hand-in-hand with changes in brand preferences and greater openness to competitive brands⁵
Direct links between life events and changes in share of purchase across CPG categories have been proven - and these effects are bigger for lifetime “firsts”⁵
Consumers experiencing life-events also significantly increase their purchasing compared to matched groups in a steadier state⁵
High school, high stakes: A life-stage that impacts the whole family
Starting high school is a major milestone for Gen Alpha teens. It marks a shift toward greater independence, new academic demands, evolving social dynamics, and growing pressure to prepare for college—all of which make this a transformative time. But the impact extends beyond the individual teen: the entire family feels the ripple effects.6,7
Parents and caregivers are suddenly navigating new schedules, routines, and responsibilities that can stretch already busy lives. At the same time, teens are facing emotional and mental pressures that can heighten household stress—especially when paired with the biological realities of developing brains. It’s a period of adjustment for everyone under one roof.8
As a result, Gen Alpha parents will be actively seeking tools and strategies to help manage the chaos, streamline everyday life, and stay emotionally connected to kids who are beginning their journey into adulthood.
Meanwhile, teens will be working to carve out their own identities—trying to stand out, but also to fit in. They’ll be exploring what it means to express themselves but also to belong, whether it’s in the classroom, on social media, or among new peer groups.
Establishing gen alpha engagement strategies today can:
Build a place in family ritual, routines, and purchase habits that can last for years to come.
Create positive emotional connections based in solving real needs for both parents and teens
Establish roots for comfort and nostalgia associations that can be tapped in future life event periods
The gen alpha mindset: Powered by play, purpose, and progress
To engage in ways that will resonate with Gen Alphas, remember that theyʼre not just consuming culture – theyʼre shaping it. Meet them with content, tools, and experiences that will resonate.
They have a strong focus on gaming: 58% of Gen Alphas identify as gamers, and 73% of kids between 8 and 11 play video games daily⁹
Diversity is their default: Gen Alpha is the most diverse generation in history, with ~ half in the US identifying as non-white¹⁰
Their intelligence deserves a spotlight: Gen alpha is also poised to become the most educated generation in history, with roughly half forecasted to earn a university degree¹¹
Theyʼre already finding their core values Mental health, environmental issues, and social justice are already voiced as top priorities by Gen Alphas, who are also likely to stand up for fair treatment for all¹²
Play, purpose, and progress in action
The Gen Alpha mindset can be translated into a clear, action-oriented framework to guide your ongoing engagement strategy. The pillars of Play, Purpose, and Progress offer a roadmap for building real relevance with a generation that expects more from brands.
PLAY. Make it Interactive and Fun. -Gamify experiences or offers, and drive visibility in virtual and game spaces. -Lean into entertainment, customization, and co-creation. -Explore opportunities in virtual worlds. -Create experiences or rituals that can be shared with the whole family.
PURPOSE. Reflect who they are. -Celebrate cultural diversity in real and visible ways. -Help them express and explore their identities. -Support the causes they care about, authentically and consistently.
PROGRESS. Challenge & empower them -Spark curiosity with intellectually engaging experiences. -Offer real solutions for real pressures (like school stress or social dynamics). -Be ready for their scrutiny – they’re informed, they’re capable, and they’re watching.
Unlocking the alpha opportunity, summarized
The moment Gen Alpha is poised to become a significant opportunity for brands and already has significant influence over family shopping decisions.
As they start high school, brands have a rare chance to connect with Gen Alphas and their families in an emotionally charged and high impact phase of change.
The mindset This generation values intelligence, diversity, inclusivity, and empowerment. Theyʼre curious, confident, and digitally fluent, with a growing drive to express their individuality while still seeking a sense of belonging. For Gen Alpha, engagement wonʼt be passive – itʼs interactive, experiential, and rooted in values that matter to them.
The moves -Lay the groundwork now to build an emotional and practical relevance that will pay off in the long run. -Offer real value by addressing the needs that emerge with this new life-stage transition. -Engage through the Gen Alpha lens, leaning into their unique values and behaviours.
Field Notes is a short-form podcast sharing practical guidance from the world of market research and insight work. Each episode unpacks a core concept or approach to help teams navigate projects with clarity and confidence.
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