By Nick Walters, President and CSO, SuperAwesome
Today, more than ever before brands are navigating a landscape marked by uncertainty and shifting consumer behaviors. Amidst these challenges, Gen Alpha emerges as the generation that can’t be ignored. Born between 2010 and 2024, these under-15s are the first to grow up entirely in a digital world. They’re more tech-savvy than Gen Z, deeply socially conscious, and already influencing household decisions and cultural trends. As Dave Baszucki, CEO of Roblox, recently pointed out in his BBC interview, Gen Alpha isn’t just consuming the internet – they’re building it.
To win the trust of this generation, brands must do more than speak their language. They must fundamentally rethink how they engage safely, ethically, and meaningfully in a world being reshaped by AI, creator-led platforms, and tightening regulations. What are the key considerations for brands and marketers looking to build loyalty and fandom with Gen Alpha?
Why does Gen Alpha matter to brands?
Let’s start with a fact that should make any marketer sit up straight: Gen Alpha – that elusive generation born between 2010 and 2024 – are already reshaping how families shop, how culture moves, and how the internet works. And they’re doing all this while still in primary school.
They’re making their voices heard across the digital ecosystem, and here’s the kicker: they’re doing it with real money.
According to our recent research, Gen Alpha commands an estimated $20 billion in annual spending power in the US and UK alone. Many of them have their own kid-friendly banking apps, prepaid debit cards, and digital wallets, giving them control (and confidence) to make independent purchasing decisions. Whether it’s in-game currency, beauty products, or snacks they’ve spotted on TikTok, they’re buying with purpose and increasingly, with their own cash.
And with research showing that lifelong brand affinities are often formed before age 16, the stakes for early engagement have never been higher.
The digital playground: where Gen Alpha spend their time
Another thing sets Gen A apart: the fragmentation of their attention. Their predecessors, Gen Z, grew up in a world in which mass media (mainly TV) still played a significant role. But traditional TV is to Gen Alpha what dial-up internet was to millennials: ancient history
They’ve grown up almost entirely on creator-led video platforms, watching as much shortform content as longform, and with watch time scattered across thousands of individual creators. Sure, YouTube still dominates, but the top 48 kid-directed channels account for just 25% of total views. The rest are spread across over 3500 other channels.
That means there’s no single place to reach kids anymore. You can’t just buy your way into their world with big TV ads. Yes it’s important to show up in spaces they actually care about like Roblox, Fortnite, TikTok and Discord. But that’s just step one – “Roblox” encompasses millions of very different experiences, from fashion (Dress to Impress), sports (Super League Soccer) to flight sims (Pilot Training Flight Simulator). Finding the right audience means deeply understanding both platforms, and the individual creators on them.
And creator platforms aren’t just for passive viewing. They’re digital playgrounds where identity, play, and creativity collide. Kids aren’t just watching here. They’re designing their own avatar outfits, building custom Roblox worlds, or launching mini-side hustles from a bedroom laptop. Gen Alpha is blending entertainment, self-expression, and commerce in ways that make traditional marketing look increasingly flat-footed.
The safety imperative: navigating regulation and responsibility
Let’s talk about the crunchy stuff for a second: legislation. You’ve heard the acronyms (COPPA, GDPR-K, AADC) and yes, they can seem like a minefield. But if you’re thinking of these rules as blockers rather than baselines, you’re missing the point.
These laws exist to protect kids. And frankly, the digital world hasn’t done a great job of that so far. Brands are walking a real tightrope between innovation and compliance. And if you’re building a strategy around retargeting, persistent IDs, or data capture without consent, you’re on the wrong track.
The good news? You can still build brilliant digital experiences for Gen Alpha. You just need to do it differently. Platforms like Roblox have already cracked part of the code: anonymous-by-default profiles, moderated chat, and no public likes or follower counts. It’s a model that puts well-being ahead of metrics, and one that more brands should be looking to emulate.
Beyond Likes: the evolution of social engagement
Gen Alpha isn’t abandoning social interaction, it’s just happening differently. OFCOM data shows that this generation is leaning into semi-social behaviours – private group chats, collaborative gaming, closed communities. They’re not posting for likes; they’re co-creating for fun.
Their idea of “status” is less about visibility and more about belonging. Think niche Discord servers over viral Instagram moments or Fortnite squads over TikTok trends.
Over 56% of Gen Z already say styling their avatar matters more than styling themselves in real life. Gen Alpha is picking up that baton and running with it. In-game cosmetics, branded digital items, and digital fashion aren’t throwaway add-ons. They’re identity statements.
For marketers, this means creating tools for expression – like avatar accessories, co-created content with trusted creators, or safe, interactive experiences that kids can share with friends. Through it all, the guiding principle needs to be ethics over engagement: meaningful interactions, not manipulative tactics.
Building trust through ethical engagement
To resonate with Gen Alpha, these four principles will get you through the door:
- Prioritize safety: Invest in moderation, privacy-by-design, and age-appropriate experiences.
Re-think relevance. The Gen A audience is more fragmented than ever. Think carefully about who your customers really are and where they’re showing up.
- Foster creativity: Co-create. Give them tools to express themselves like custom avatars, buildable environments, or remixable content.
- Be transparent: Data isn’t the enemy, sneaky data is. Say what you collect, why you collect it, and who gets to see it. Make it understandable for a 10-year-old and their mum.
Gen Alpha isn’t just shaping the future. They are the future. If your brand wants to be part of that, the time to show up isn’t someday. It’s right now.
But only if you’re willing to do it on their terms.
