Collage has released research unlocking what drives Gen Alpha – their values, behaviors and digital fluency.
Born after 2013, Gen Alpha may be young, but their influence is already reshaping key consumer categories, including food, personal care, fashion, media and entertainment. As true digital natives, they are growing up in an era marked by cultural fluidity, identity exploration and rapidly evolving content consumption. To remain relevant and drive long-term growth, brands must begin building authentic connections with Gen Alpha today.
We break down Collage’s report, New Gen Alpha Trends: Tap Into the Drivers for Media, Entertainment, & Personal Care, which highlights the driving forces Gen Alpha’s purchasing behavior:
Gen Alpha Diverse & Fluent
Over 44 million strong, and growing, Gen Alpha already influences household spend and brand choices in food, fashion and personal care purchases today. Seventy-three percent of parents of this generation say their kids are the first ones to tell them about new or popular things.
“Winning with Gen Alpha requires more than demographic snapshots,” said David Wellisch, CEO of Collage, in a news release. “It demands deep, culturally grounded insight into how they think, what shapes their preferences, and how they’re already influencing the marketplace. This is where Collage offers an unmatched advantage.”
In order to grow market share with Gen Alpha consumers, retailers must:
- Understand their emerging cultural worldview
- Reach them on their preferred platforms
- Design campaigns that resonate emotionally and intellectually
- Engage Gen Alpha’s Millennial parents
Emotionally Exposed, Yet Resilient
Gen Alpha is the first generation to come of age in a world where crisis is constant and conversations about mental health and identity are not taboo but table stakes. From climate anxiety to pandemic disruption, these children are navigating a world filled with heavy themes that previous generations faced only in adolescence or adulthood.
What makes Gen Alpha unique is how they respond: they are not retreating but instead building emotional intelligence at an astonishing pace. According to the Collage report, this generation is nurtured by involved Millennial parents who encourage dialogue, reflection and resilience. Whether through emotionally rich media or real-world conversations, Gen Alpha is growing into emotionally sophisticated individuals who expect the same authenticity and depth from brands.
The Collage report found that 69% of Gen Alpha are aware of current events and issues. This may be due in part to the 54% of parents of gen alpha that have had conversations with their kids about money skills by age 10.
Digitally Fluent and Algorithm-Native
While Gen Z grew up alongside the emergence of the digital world, Gen Alpha was born into it. This generation is the first to be truly algorithm-native, where digital environments are not just tools but extensions of their identity and imagination. For Gen Alpha, platforms like YouTube and games like Roblox are not separate experiences – they are immersive playgrounds, classrooms and social venues all in one.
According to the Collage report, this seamless integration of digital life shapes how Gen Alpha engages with media and brands. They expect
personalization, instant gratification and interactive formats that adapt to their preferences. The brand experiences they seek are interactive, layered and never passive. A surprising 43% would rather have something in a game (skins, powerups, pets) than a toy in real
life. In addition, their purchase decisions come from their online experiences.
The Collage report found that 60% of Gen Alpha would rather play video games than watch videos. Because video games are so prevalent in their lives, 84% have bought or asked for something they saw in a video game or online.
How to Reach Gen Alpha Consumers
Meeting Gen Alpha where they are is less about finding the right “channel” and more about integrating into the digital and cultural ecosystems they already live in. According to the Collage report, this is a generation whose leisure, learning and social time often takes place through screens – but that doesn’t mean they are disengaged. On the contrary, Gen Alpha is highly interactive and attentive
when brands show up in the right way.
The Collage report found that YouTube is their primary mode of discovery. Video games like Minecraft and Roblox are arenas of expression. Smart assistants are everyday tools for questions, jokes and even decision-making. Every touchpoint is an opportunity to engage, but only if it reflects their need for authenticity, agency and emotional resonance.
Here are four key takeaways for brands and marketers looking to connect with Gen Alpha:
- Embrace the power of visual and interactive content
- Prioritize authenticity
- Incorporate sustainability and social responsibility
- Utilize influencer marketing and gamification
