Understanding the Alpha Era

Earn Gen Alpha's Attention and Trust

Gen Alpha is unlike any previous generation. They’ve grown up with AI, constant connectivity and global instability as a baseline. Alphas are already influencing household purchasing decisions, shaping cultural trends and forming opinions that are far more nuanced than many assume.

Grounded in national YouGov research, Alpha Intelligence 2.0 explores how the next generation discovers, communicates and decides who deserves their trust. The findings reveal a generation defined by contradiction. They are technologically fluent but skeptical, creative yet pragmatic and deeply connected yet highly discerning.

As Gen Alpha rewrites the rules of brand authority, they’re creating powerful opportunities for brands willing to listen and learn.

What we found

Al-forward, yet cautious.

Gen Alpha is already using AI to learn and create, but nearly 2 in 5 worry about overreliance.

Digitally native, with tech fatigue.

Forty-two percent think life would be better without all the technology we have today.

Brand skeptics.

They trust companies less than public institutions, religious organizations and the media.

Creative but not fame-driven.

They create content for fun and self-expression, not performative visibility.

Key takeaways

Own the AI era.

Optimize for AI-driven discovery while staying human-centered.

Lead with proof.

Trust is built through actions, not polished brand narratives.

Balance pragmatism with creativity.

Help them solve real needs while enabling fun and self-expression.

Alpha Intelligence 2.0

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