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Browsing Gen Alpha

95 results

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Marketing & Branding

Stat: Gen Alpha teens are running brand discovery in the family home

A new survey of 1,500 respondents and 25 brands by HarrisX and Allison Worldwide finds that 62% of what parents buy for their Gen Alpha children starts with the teen requesting the brand by name – rising to 67% for teen girls.

Tesco Mobile Partners with Kurupt FM's MC Grindah for 'Bare Expectations' Reading, UK
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Technology

Tesco Mobile rewrites Great Expectations in teen slang

Tesco Mobile has commissioned Bare Expectations, an audiobook adaptation of Charles Dickens’s Great Expectations translated into Gen Alpha slang, designed to help parents decode the language their children use online.

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Diverging Demographics

Stat: Gen Alpha show early interest in trade jobs despite AI boom

A new survey of 2,000 parents and their Gen Alpha children (ages 5–16) has found that 85% of Gen Alpha children in the US (5–16) want a hands-on career, despite growing up immersed in technology.

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Diverging Demographics

Stat: Gen Alpha are already shaping the future of work and spending

A new generation of financially motivated consumers are already influencing household spending, brand discovery and future workplace culture.

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Technology

Stat: Nearly a third of children starting school are struggling with basic…

Nearly a third of children starting reception in England and Wales are struggling with basic analogue skills, revealing a widening gap between home environments and classroom readiness.

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Health, Wellness & Sport

Teen Girl Movement

Teenage girls are disengaging from sport, because of discomfort, confidence gaps and structural inequalities. Brands are responding by redesigning the systems around movement – from kit and spaces to culture and community.

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Communities

Gen Z Parents: Future:Poll

Published as part of our Gen Z Parents Communities report, our latest Future:Poll research reveals the priorities, behaviours and concerns shaping the next generation of parents (and their children) across the UK, the US and Australia.

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Fashion

Stat: Gen Z and Gen Alpha to dominate future fashion spending

A new US report from Boston Consulting Group (BCG) highlights a major power shift in fashion consumption, as Gen Z and Gen Alpha emerge as the industry’s most influential – and unpredictable – spenders.

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Technology

Stat: Gen Alpha’s screen time soars as parents rely on them using digital…

Gen Alpha is redefining what it means to grow up online. According to new research from Morning Consult, children born after 2013 are spending much of their day immersed in screens, often streaming video and scrolling social media at the same time.