We. Communications Releases New Gen Alpha Research on How Consumer Brands Can Earn Influence Earlier Than Ever

SEATTLE — Jan. 28, 2026 — We. Communications today released “Alpha Intelligence 2.0: Understanding the Alpha Era,” a new research report examining how Generation Alpha (survey respondents ages 11 to 15) navigates life in a hyperconnected world. The study reveals the conflicting pressures shaping their values and outlooks — and the opportunities for brands and communicators to engage meaningfully with this influential generation.

Key findings from We.’s Gen Alpha report, conducted in partnership with YouGov, include:  

• Tech is a tool, not an identity.
  Gen Alpha is fluent in technology but not blindly devoted to it. They use AI, social platforms and digital tools to learn, create and solve problems — while remaining clear-eyed about its downsides. In fact, 42% agree that life would be at least a little better without all the technology we have today, signaling a generation that pairs optimism about innovation with healthy skepticism.
• When it comes to trust, brands start behind.
  Alphas are highly discerning about who they believe. Although they identify scientific institutions and scientists (43%) as among the institutions they trust most, just 11% selected companies and corporations, underscoring a deep credibility gap. For brands, transparency and values-led action aren’t differentiators — they’re table stakes.
• Expression matters more than attention.
  Gen Alpha isn’t always chasing influencer fame or viral status. They create content to explore ideas, experiment creatively and connect with peers — not only to build a personal brand. For Alphas, self-expression outweighs the spotlight.

Gen Alpha is already impacting household purchasing decisions and cultural trends, but We.’s new research suggests many brands underestimate how quickly young consumers’ habits are changing, especially as AI tools and social platforms become a bigger part of how they find answers, follow trends and decide what feels credible.  

The report explores how brands must evolve as discovery shifts and trust becomes a sharper filter for influence. This includes how brands can stay visible in an AI-driven world, earn credibility by showing up authentically in the spaces Gen Alpha values, and connect by pairing real utility with creativity and self-expression.

“Gen Alpha has become a new center of gravity in cultural and consumer influence — years earlier than anyone expected. Their habits, expectations and behaviors are already reshaping how information is discovered and how trust is earned,” said Marisa Lalli, Head of Consumer Sector for North America at We. Communications. “Brands can’t afford to wait — the real opportunity to reach them is right now.”

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‍About We. Communications

We. is a global communications agency helping brands navigate an ever-changing world. We’ve spent decades at the intersection of technology and humanity, translating new innovations into meaningful experiences that connect with people. As change accelerates and expectations evolve, we use our expertise to help brands communicate through complexity to drive connection, understanding and progress. We offer a range of solutions with this in mind, across diverse industries, audiences and stakeholders. 

Survey Methodology

The report, conducted in partnership with YouGov, draws on two surveys: one with 1,070 U.S. children between ages 11 and 15 (Gen Alpha), and another with 1,269 U.S. adults. Fieldwork was conducted Oct. 22-Nov. 8, 2025. The survey was carried out online. The figures have been weighted and are representative of all U.S. adults (aged 18+) and children ages 11 to 15.

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