A new generation is emerging that will redefine how brands approach consumer engagement. Gen Alpha—kids born between 2010 and 2025—aren’t just younger versions of Gen Z. They’re digital natives, stepping into the consumer space earlier than generations before them.
The oldest Gen Alphas are just hitting their teens, yet many have become active consumers through YouTube, gaming platforms, and in-app marketplaces. Even the youngest are shaping buying decisions, with 70% of parents saying their Gen Alpha kids influence household purchases, often based on favorite characters or shows.
Looking ahead, this generation will expect more from every brand interaction—authenticity, seamless digital experiences, and respect for their sophisticated understanding of technology. To keep up, brands need to evolve their communication strategies and start building meaningful relationships now.
What makes Gen Alpha different from Gen Z?
It’s easy to lump Gen Alpha and Gen Z together. And while they do share some traits, treating them as the same is a misstep.
Gen Z may have grown up online, but Gen Alpha was born into technology. From a very young age, they’ve used digital devices for entertainment, learning and connection. Today, 57% of Gen Alpha spend more than three hours a day on screens, and over 70% of students globally use digital tools in the classroom.
Their digital fluency also shapes how they think. As Ashley Fell, co-author of Generation Alpha, notes, this cohort is growing up with video games that make them active participants where they solve problems, make choices, and shape outcomes. That interactive mindset is influencing how they view their role in the world.
Another difference? The role of AI. Gen Alpha’s world is defined by innovation. Two-thirds are expected to work in jobs that don’t exist yet, and they’re on track to become the most tech-integrated generation, likely outpacing Gen Z in digital fluency.
A new communications strategy for a new generation
Gen Alpha is spending serious time on social media. Data shows that 65% of kids aged 8 to 10 spend up to four hours a day on YouTube, TikTok, and Instagram. They are used to visual content curated by their algorithms in real-time.
They also gravitate to content that’s funny, random, and often silly. That means highly polished, scripted marketing won’t land with this group. Instead, authenticity, humor, and what Brandastic calls “meme-driven madness” are more likely to grab their attention. This generation bounces quickly from trend to trend, cycling through cultural moments at hyper-speed.
To connect with this generation and “embrace the chaos,” brands should start with the following strategies:
- Prioritize visual and interactive storytelling. Visual storytelling must go beyond basic images. Gen Alpha responds to high-quality content that tells a story quickly with interactive elements. Some examples are polls, quizzes, augmented reality filters, or even opportunities to create their own content. It’s also important to specifically design content for each platform rather than repurposing the same materials across channels. Gen Alpha can identify content that wasn’t created with their preferred platform in mind.
- Lean into the power of influencers. Social creators are playing an outsized role in Gen Alpha’s world. They’re a source of entertainment, information, and even trust. Half of Gen Alphas trust influencers as much as their own family when deciding what to buy. Engaging influencers may seem like a tall task for smaller brands, but it doesn’t always mean chasing influencers with massive followings. In fact, Gen Alpha often puts more trust in micro creators who feel more relatable.
- Know where value-driven content fits in. Kids today are exposed to characters and peers who are inventors, entrepreneurs, and changemakers, and are becoming more aware of social issues through the media they consume. Topics like sustainability, inclusion, mental health, and social impact matter to them. Successful brand communication can go beyond product features to address social responsibility with authenticity. Brands can even position Gen Alpha as partners in solving problems rather than just consumers, showcasing how their products or services can be tools for positive change.
- Invite them to shape the experience. Beyond interacting with content, Gen Alpha also wants to influence it. Raised on platforms like TikTok, Minecraft, and Roblox, they see themselves as co-creators, and that expectation now extends to the brands they engage with. The most successful marketing strategies will incorporate elements of participation. Think user-generated content campaigns, interactive product customization, and community-driven decision-making. Brands that give Gen Alpha a seat at the table—whether through gamified experiences or real-time feedback loops—will be the ones they are drawn to.
The Fintech Responsibility: Trust, Education, and Protection
Gen Alpha’s purchasing power is projected to hit $5.46 trillion by 2029—an enormous opportunity, but one that comes with real responsibility.
While all brands must engage young consumers thoughtfully, none carry more weight than fintechs. Whether they’re marketing financial tools or facilitating digital commerce, these companies are interacting with some of the youngest consumers in the economy. This puts fintechs at the center of a new challenge: how to empower this generation while ensuring their safety and well-being.
Here are three ways fintech brands can step up:
- 1) Build trust with kids and parents
Fintechs need communication strategies that resonate with both kids and their parents. The goal is to earn trust on two fronts: with kids who want more independence and with parents who are concerned about safety. - 2) Promote financial literacy
As Gen Alpha gains more purchasing power, the need for financial education grows. And this generation is already thinking about money differently, with many showing an interest in personal finance at an early age. In one recent survey, 93% of kids and teens said financial knowledge is key to achieving their goals. What are those goals? Saving money, landing a high-paying job, and eventually owning a home.
This creates a big opportunity for fintechs to embed financial education into their platforms. Concepts like budgeting, saving, and understanding the real value of money can be taught through interactive, gamified experiences that speak Gen Alpha’s language and set them up for success - 3) Ensure privacy and security are core values
As this generation grows, they will understand their data has value and likely be more privacy-conscious than many adults. That means fintech and payments companies must go beyond compliance to demonstrate genuine commitment to protecting their financial and personal information.
This matters even more as AI is integrated into almost everything. With AI-powered payments, Gen Alpha may eventually purchase through voice commands, social media or other automated systems. That opens risks, especially for young users. Fintechs need to earn their trust early and maintain it through transparency.
Looking Ahead
Gen Alpha may still be young, but they’re already shaping the future of digital behavior. For brands, that means showing up in the right channels with content that’s visual, authentic and interactive. The stakes are even higher for fintechs, and those that earn Gen Alpha’s trust now will lead the market tomorrow.
