Concerned about mental health, interested in in-person experiences, and aware of the value of self-expression. These are some of the traits that, according to the research firm GWI, define the Alpha generation, which encompasses people born from 2010 onwards. Although this is the youngest generation, their way of seeing the world is already shaping entertainment or consumption, and knowing it will be decisive for brands’ strategies.

The company has recently shared seven keys to understanding the behavior of this social group. Its conclusions derive from the results of a research carried out on more than 21,500 internet users between 8 and 15 years old. in 18 markets, including Spain; and with which GWI has sought to get closer to how they think, feel and do.

Some of the findings align with what was revealed by a report carried out by Samy Alliance at the end of 2024, and which defined this generation by its early maturity, its influence on household consumption habits; their pioneering in the use of digital tools to develop creativity or the value they attach to well-being and emotional intelligence.

Seven points to keep in mind about Generation Alpha

They seek mental calm

Members of this generation have been born into a permanently connected world, but also one that has learned to prioritize mental health. In this sense, compared to their predecessors, which are opting for an almost total disconnection from the online environment, the Alphas filter out the noise.

According to GWI, compared to 2021, fewer young people are keeping up with the news or showing an active interest in environmental causes. It’s a survival instinct in that, in an overwhelming world, they choose to focus on content they can control.

Thus, podcasts have surpassed news in their interest ranking; while beauty, makeup and fashion are climbing positions compared to today. For its part, technology is a top-level interest, to the detriment of computers, perhaps as a result of a market that has shifted towards smartphones, software as a service (SaaS) and subscription models.

They want in-person fun

Generation Alpha is digital-first, but that doesn’t mean it’s exclusively digital. According to the research, young people like in-person activities and experiences, such as meeting friends on weekends, plans to go to the movies or vacations in the natural environment. This is also seen in the entertainment arena, with increases of 16% and 8% from 2023, respectively, for physical toys and board games on children’s wish lists.

It is a reflection of this generation’s search for balance between the online and offline environment. The data indicates that 40% of young people between 12 and 15 years old say they take breaks from their devices, a sign of their awareness of the time spent online and interest in exploration, movement and connection in person.

Cinema is back in fashion

In line with the above, many members of the Alpha generation prefer movies to streaming. This has experienced a positive trend in recent years, after a period marked by coronavirus restrictions. Now, 28% of young people aged 8 to 15 say that cinema is their preferred way of watching movies.

This is because it offers a more immersive environment than what can be found at home, as well as an offline and social experience that feels special, and not as everyday as watching a movie at home. For brands, this situation provides opportunities to connect with young people in the environment, whether through planning a traditional advertisement, sponsorships, merchandising or special activations.

Gap in career ambitions

GWI research points to a disparity in the perception that boys and girls have of the work environment. Although they have embraced the discourses of empowerment and believe in being able to do any job they want, they do not have the same confidence, especially in those sectors traditionally linked to the female figure, such as teaching, art or communication.

This reflects that efforts to empower girls are having a real impact, worth celebrating, but also indicates the work to be done on equality. Employer brands can find opportunities in supporting young men in areas where they are less represented.

They use social networks passively

Although it is the most digital generation to date, the Alfas are moving away from the original use conceived for social networks. Compared to just a few years ago, fewer 12- to 15-year-olds use social media to share opinions, post updates, or talk about their interests or concerns. Only 1 in 10 say they publish everything they do, and only 2 in 5 feel they can express what they really think online.

The trend may find its causes in the rise of cancel culture, viral phenomena or awareness regarding the operation of the algorithm. The consequence is that young people are more likely to use their profiles as digital “moodborads” and less as a space to share their current affairs.

For brands it means that, with respect to this generation, they have to look for entertainment more than interaction. They must earn the trust and time of the Alpha generation with useful, inspiring, aesthetic and emotionally resonant content.

They value self-expression

The Alpha generation finds elements for their expression in beauty and fashion, both physically and online. But as interest in presenting yourself to the world following your values ​​and principles grows, the risks of exposing yourself and being exposed to certain content also increase.

There are increasingly more aware of the impact they have on new generations, and they approach them with speeches focused on the safety of products or emotional and psychological support so that they develop properly.
Along these lines, content creators play a relevant role in the discovery of new products and brands, but they must embrace their responsibility, not just the ambition to sell.

They influence spending

Despite their young age, Generation Alpha influences household consumption. They choose the products that are part of the shopping basket, what to watch on streaming platforms or what leisure plan to enjoy on the weekend. Additionally, they view certain products, especially if they are endorsed by an influencer or content creator, as status symbols.

The data points to the need to refocus marketing strategies. Instead of appealing to fathers and mothers, brands must connect with young people, whether when they are browsing the internet or in the supermarket aisles. All this ensuring compliance with regulations, security and trust.

Establishing connections with the Alpha generation implies, to a certain extent, deconstructing inherited mental frameworks and approaching them based on their particular traits, which are far from those of generation Z and significantly from those of millennials. Creativity, relevance, entertainment and security are key concepts to relate to these new consumers.