Building the right vibes with Gen Alpha

YES, BUT ...

- SANDEEP GOYAL

Move over Millennials and Gen Z — there's a new cohort on the rise, and they're reshaping the future of marketing even before they have spending power. Meet Generation Alpha.

Born between 2010 and 2025, Gen Alpha represents the first generation fully immersed in digital technology from birth. They are the children of Millennials and early Gen Z parents, growing up with voice assistants, AI, short-form content, and personalised digital experiences being the norm. While many in this group are still in primary school, their influence on purchasing - and future brand loyalty - is already significant. For marketers and brand strategists, the time to understand and prepare for Gen Alpha is now.

Though the oldest Alphas are just turning 15 in 2025, they're already more digitally fluent than any generation before. They're growing up in a world shaped by:

·Hyper-personalised content through TikTok, YouTube, and streaming platforms

·Voice-first and AI-enabled devices like Alexa, Siri, and ChatGPT ·Gamified digital ecosystems, from Roblox and Minecraft to Fortnite

·Climate awareness and social consciousness, passed down by their Millennial parents

·Education disruption, with remote learning and AI tutors like Khanmigo becoming standard

These experiences aren't just shaping how Gen Alpha consumes content -they're defining howthey build relationships with brands.