Alphas – A Generation with Influence from Childhood

What Influences the Differences in Alphas?

Parenting Culture

Most of this generation's parents are Millennials. The parenting culture has shifted from how they were raised and the emphasis placed on raising Generation Z. Moving from a focus on achievements, the emphasis is now on holistic development and emotional intelligence, motivating the desire to strive. 75% of Alphas have stated that their parents praise their efforts and contributions rather than the results. Alphas are not competition-oriented. Only 15% have said that they study to be smarter than other children.¹

Additionally, parents' positive attitudes towards technology have doubled in the last decade. It's important to note that Alphas have largely experienced the big screen era experiment. From a young age, technology has been available to them for entertainment, education, and "babysitting." This has positive impacts – the development of digital literacy, which can be used for education. In Latvia, parents believe that using technology and the digital environment provides modern youth with better foreign language skills (76%), the ability to learn new things faster (62%), and greater openness to the world and new things (53%).²

However, there are also negative impacts – decreased attention spans and weaker social skills. Alphas who can't detach from screens are referred to as "iPad kids" in internet jargon.

This term was popularized by 21-year-old Generation Z TikToker Gabe Escobar (@gabesco), who criticized Millennial parents for not limiting screen time for their children and urged Generation Z to promise to raise their children with restricted usage time.

Digital Environment

The Alpha generation began to be born in 2010, the year the iPad was launched, Instagram was created, and "app" was the word of the year. From ages 3 to 5, they used tablets. From ages 6 to 7, they played video games, had gaming consoles, wireless headphones, and watched Smart TV. From ages 8 to 9, they started using laptops. By the time they turned 10, they became familiar with and started using smartphones.³

Every year, members of this generation have learned new technologies and gained new digital experiences. Moreover, they have access to not just one but multiple devices.

In Latvia, most children get their first smart device at the age of 7 when they start school, and on average, a child uses smart devices for three hours and 46 minutes a day. Research data also indicates that 50% of children aged 2–4 already use smart devices. However, parents point out that the youngest children do not have their own smart devices.²

Content Consumption

Generation Z was captivated by digital television, early mobile platforms, personalized social media, and games. In contrast, Alphas navigate an ecosystem of interactive platforms that combine entertainment and education, using platforms such as TikTok, YouTube, Minecraft, Roblox, Netflix, Disney+, Instagram, and others in their daily lives.

A survey conducted by YouGov in the second half of 2023 in America showed that 46% of children aged 6 to 11 have an active social media account, despite age restrictions. Clearly, the content on social networks significantly influences them even at an early age. Furthermore, this audience has already demonstrated distinct behaviors and interests on these platforms.

TikTok has become the beauty guru of the new era for the Alpha generation. The beauty culture of Alphas differs from how previous generations learned about beauty from their mothers. Instead, Alphas often teach their parents about the latest trends.

The strong influence of social networks also leads to exaggerated behaviors. There is much talk about Sephora children – girls aged 7 to 13 who are obsessed with makeup and skincare products from the brand Sephora, which are intended for mature women and are not suitable for young girls' skin. Additionally, the women's skincare brand Drunk Elephant has attracted the attention of Alphas with its simple yet colorful packaging.

This trend is popularized and maintained by Alpha-age influencers like North West (10 years old) and Penelope Disick (11 years old), who regularly share their skincare routines. Their activities are followed by millions of viewers. One of the most dangerous Alpha TikTok trends currently is bleached eyebrows, making them almost invisible. The desire to emulate their idols, both adult women and stylish peers on social platforms, encourages young girls to imitate age-inappropriate behaviors and use unsuitable products.

In response to the negative beauty trends among Alphas in early childhood, cosmetics brands are offering products specifically suitable for teenagers. For example, the skincare brand Bubble not only offers products but actively communicates with its followers and fans, involving them in product testing and allowing them to publicly share their opinions on social platforms. Bubble invited teens who were at least 13 years old to apply for brand ambassador status. This initiative was so popular that the waiting list had approximately 41,000 children. By activating this initiative last year, Bubble doubled the number of followers on its TikTok account to over a million at record speed. Compared to Gen Z, the Alpha generation is more likely to express their opinions and share with others.

Alphas and Brands

92% of the Alpha generation believe that it is important for them to be authentic⁴. They express this by choosing brands that reflect their values

When comparing Gen Z with Alphas at the same age, Gen Z favored snack and fast-food brands. In contrast, Alphas prioritize technology and sportswear brands, which did not even make Gen Z’s top twenty. Alphas look for brands that support their lifestyle. 86% of Alphas want their favorite brands to help them explore their interests, and 81% would like brands to make them feel part of a desired community¹.

Despite being immersed in technology from a young age, Alphas also value experiences outside of it. For example, 83% appreciate brands with physical stores and enjoy exploring products in person⁴.

A question arises: how can children afford products from these brands? It's not that they lack their own money. They receive birthday gifts and earn money for achievements. Teens sell items they no longer need or have outgrown, or earn money through simple jobs. However, primary payers and purchasers are their Millennial parents.

Last year, the drinkware brand Stanley gained high popularity after a Christmas TikTok video showed various consumers receiving Stanley cups as gifts. Most of the recipients in the video were children who not only knew the brand but had included it in their wish lists.

What Alphas Will Be Like as Adults

By the end of the 2020s, Alphas will enter adulthood, join the workforce, and establish households. It is predicted that they will spend more time studying, start earning later, and live with their parents longer than their predecessors, Generations Z and Y. Alphas will have opportunities to pursue new careers that were unavailable to previous generations, such as drone pilot, virtual reality engineer, sustainability officer, life simplifier, and urban farmer, among others. Alphas will be innovators, and other generations in the workforce will need to adapt.

Anyway, it should be noted that Alphas are a generation that is already making businesses think about themselves, as their knowledge and opinion about brands and products is much deeper and broader than other generations at this early age. They bring this information into their families, influencing their Millennial parents in their purchasing decisions. Alphas have grown up and matured much faster than any other generation at this age.

Next year, a new generation, Betas, will begin to be born. Predictions about this new audience and their influencing factors have already been made. For example, they will be born in the age of artificial intelligence and will experience the necessity of sustainability policies and actions like never before. Time will show what transformations this generation will bring.

1 Razorfish x GWI, Alpha Wave Two Primary Research Study, 2023

2 Tele2&SKDS, 2021 30.07-2.08.

3 https://www.medialogic.com/blog/financial-services-marketing/marketing-for-gen-alpha/

4 Razorfish