What we know about Gen Alpha

Gen A, also known as Generation Alpha, is quickly becoming a subject of interest as they approach their teenage years. While it's difficult to identify trends among the kid set, a few insights are emerging about this young, diverse generation.

They are already living in the metaverse

While adults often see the metaverse as a fad that has come and gone, many kids are interacting there daily. Roblox and Minecraft are the most popular destinations for Gen Alpha. Of Roblox's 70 million daily users, more than 40 percent are under 13, and of Minecraft's 160 million monthly players, 20 percent are under 15.

They killed the tweenager

For better or worse, Gen Alpha has grown up quickly when it comes to shopping. Their favorite brands include Amazon, Apple, Nintendo, and Target, according to a Razorfish study. This young generation is so mature in their shopping habits that their Sephora outings have been a point of discussion on social media.

They crave authenticity in social networks

As you might have guessed, you likely won't find Gen Alpha on Facebook. Rather, their top social networks include YouTube, Instagram, TikTok, and Snapchat. And don't forget FamousBirthdays, also a Gen Z favorite. For them, social media is more about discussion and less about appearance. Gone are the days of the perfect Millennial influencer. Gen A seeks a more authentic social experience.

They are hyper-aware of the world around them

Like their Gen Z elders, Gen Alpha deeply cares about the world around them. That's in part because they can actually see what's happening via technology. According to a study from Hotwire, 97 percent care about keeping children safe at school, and an equal number are concerned about making sure everyone has enough food to eat. 95 percent care about the environment, and a stunning 94 percent care that boys and girls are treated fairly, which is much higher than any previous generation.

When we think about Gen A, it's important to understand the world they grew up in and their expectations. From early schooling experiences during the pandemic to being raised by parents who often work from home, what we often refer to as a post-COVID "new normal" is, for most of them, the only world they've ever known.

It's also important to think about the future they'll live in, because it will be very different from anything we've seen. This is a generation who will grow up with biometrics, self-driving cars, quantum computing, and crypto. They will interact with robots regularly. And by the time they hit middle age, Mars will likely be colonized by humans.