Meet Generation Alpha
Gen Alpha: the experience natives
Born between 2010 and 2024, Gen Alpha is the first generation to be entirely born in the 21st century.
For this generation, the pandemic undoubtedly accelerated trends in technology, with digital peer communication and remote classroom learning becoming the norm.
Their influence on household spending is substantial despite their young age. Gen Alpha significantly influences family purchasing decisions across all product categories, from toys and clothing to holidays and even automotive.
Gen Alpha are trend accelerators within their families and capturing their attention will unlock multi-generational sales, because if Gen Alpha love it, so will their household…
Let's zoom in on what defines this generation and how they are shaping customer experience design.
of (grand)parents acknowledge their Gen Alpha children influence purchase decisions.
Source: Human8, 2025 (n=4000, markets: Australia, China, Hong Kong, Philippines, Singapore)
From scroll to soul
Having swiped across touchscreens before learning to speak, Gen Alpha are a generation effortlessly fluent in technology, but they also seek moments that feel real, tactile and human.
They’re the true digital natives, growing up with AI, voice assistants and adaptive platforms woven into their daily lives from infancy. For them, digital experiences and interactions aren’t impressive, they’re the baseline.
Yet, amid the relentless tide of overstimulating media, their emotional landscape is shifting. It’s leading to rising demand for emotional grounding, analog joy and screen breaks. Offline moments aren’t just nice-to-have, they’re essential for balance and mental well-being.
of children had interacted with a touchscreen before their first birthday.
Source: Pediatric Academic Societies Meeting
say they enjoy ‘time away from screens’ and crave offline activities.
Source: Beano Brain, 2024
CASE
Toniebox Screenfree storytelling
Luxembourg - Entertainment
The Toniebox is a soft, child-friendly audio player that brings stories and songs to life through magnetic figurines called Tonies. Designed to give children access to beloved tales and fresh content without screen time, it offers parents a playful yet mindful alternative for entertainment.
AI as companion
But beyond screens many of this generation have also grown up interacting with AI. They are often referred to as Gen AI. For Gen Alpha, AI isn’t just a tool, it’s a sidekick, a co-creator and an imagination amplifier. As the first truly AI-native generation, they’re growing up with intelligent systems not as novelties, but as intuitive companions woven into their daily lives. From ChatGPT and DALL·E to voice assistants and adaptive smart toys, AI is a trusted creative ally. Responsive, playful and always on. These tools don’t just complete tasks; they spark ideas, fuel storytelling and enable expression at the speed of a thought. This marks a fundamental shift in the way young people relate to technology: not as separate from themselves, but as a natural extension of their creativity.
of 8-11 year olds have used generative AI tools.
Source: Pew Research, 2024
Using an AI pen for homework
8 year old girl codes with Cursor AI
Fluid by design
Relevance is about fluid, precision-level alignment with who they are right now, not who they were yesterday. But Gen Alpha doesn’t want to be passive recipients, they expect to be co-authors.
They want to shape products, narratives and interactions in ways that reflect their evolving identity. And they expect brands, platforms and creators to keep up.
Many already do: from the shows they stream to the learning tools they use, Gen Alpha are surrounded by platforms that adapt to them. In fact, Dubit research (2023) shows that 64% of 6-11 year olds prefer brands that know their preferences and adjust. This generation grows up with content and platforms that mold themselves to their preferences, behaviors and even moods – in real time. This means that Gen Alpha also prefer dynamic sensory, layered content for learning over static, text-heavy formats. According to reseach by McCrindle (2024) 60% say they learn best through watching videos or playing games.
of Gen Alpha parents say their child expects "content made just for them".
Source: GWI, 2024
CASE
Skincare smoothies
Mix, match, glow
Global - Beauty
Instead of fixed routines, “Skincare smoothies” let Gen Alpha mix, match and adapt ingredients to their skin’s changing needs. This hands-on co-creation gives them agency, while the playful, customisable format mirrors the adaptive digital worlds they’re used to. It’s skincare that evolves with them, not for them.
Brainrot brilliance
Gen Alpha think in video, learn through play and thrive in multisensory environments.
Raised on a steady stream of visual, interactive and meme-based media, they process information across multiple sensory channels simultaneously.
This generation prefers dynamic layered content over static, text-heavy formats.
What’s sometimes referred to as “brainrot culture” is not a sign of diminishing attention, but a reshaping of focus.
They’ve developed a kind of hyper-selective filtering, quickly tuning out anything that doesn’t captivate or feel immediately relevant. Yet when content is immersive, curiosity-driven, and rich in sensory stimulation, they don’t just engage, they go deep.
say they learn best through watching videos or playing games.
Source: McCrindle Research, 2024
Setting the bar for future experiences
These four characteristics are transforming what Gen Alpha expects from the world around them and from brands. Already influencing household purchase decisions and reshaping expectations, Gen Alpha is becoming a barometer for experience design.
And we see this already today in customer experience design, where there is a call for more personalised journeys and infusing delight. At the heart of this transformation lies Gen Alpha, whose unique characteristics are redefining what great experiences look like.
Personalised journeys
Personalised journeys, where people expect relevance without effort and options that feel made just for them.
Signature delights
Signature delights, involving small, meaningful interactions that make people feel seen, uplifted or even just smile for a second.
