Global marketing transformation agency Razorfish has released a comprehensive study highlighting Generation Alpha - those born between 2010 -2024 - attitudes, behaviors, and expectations. Projected to number 2.2 billion globally by 2024, this group is already redefining the consumer landscape with its unique blend of technological prowess, creative expression, and purpose-driven values.
“Gen Z had a profound impact on consumer experiences, but companies need to brace themselves for the changes Gen Alpha will bring,” says Dani Mariano, President at Razorfish.
Born into a world of remote learning and digital integration, Alphas are being dubbed "digital ninjas." Before age six, 40% have used a tablet, and by age seven, more than half are playing video games. However, their digital engagement isn’t just about consumption, it’s about creation.
Source: PFN Ai Archives - Gen Alpha child interacting with tech
For Alphas, gaming isn’t just entertainment; it’s a creative outlet. The study finds they are twice as likely as Gen Z to view gaming as a form of self-expression. This creative drive, coupled with a natural fluency in technology, positions Alphas as innovators in both the virtual and physical worlds.
The Razorfish study says Gen Alpha’s connection to technology is matched by their concern for the planet. Raised in an era where weather change is a global priority, this generation is embracing sustainability as a core value. Plant-based and earth-friendly products are expected to become staples of their consumer choices. Nearly 33% of Alphas say they want to make a difference in the world—whether by helping others or protecting the environment.
As their influence grows, Alphas are likely to favour brands offering transparency in their sustainability efforts. Companies embracing plant-based foods, ethical sourcing, and Earth Friendly packaging are well-positioned to capture their loyalty. Gaming and digital media, where environmental themes often feature prominently, are also shaping their awareness and preferences.
While Alphas are highly tech-savvy, they are not entirely tech-dependent. Razorfish’s research shows 75% of Alphas between ages 8 and 10 already prioritise mental health and actively balance screen time with outdoor activities. This highlights a critical distinction - though they are early adopters of cutting-edge tech, they seek meaningful experiences beyond the digital world.
Source: PFN Ai Archives - Gen Alpha children interacting with robot at dinner table.
Authenticity is another cornerstone of Alpha’s identity. Despite growing up in a world dominated by social media, 92% of respondents value being true to themselves. This extends to their expectations of brands, which they increasingly align with their parents’ preferences. More than half of Alphas first learn about their favourite brands through digital channels, confirming the importance of authentic and purpose-driven marketing.
The Razorfish study offers critical insights for brands looking to connect with Gen Alpha,
Leverage Gaming: View gaming as a creative platform, not just entertainment.
Lead with Sustainability: Alphas demand plant-based and earth-friendly products. Transparency in sourcing and eco-credentials will drive engagement.
Champion Purpose and Authenticity: Align marketing strategies with Alpha’s values of making a difference and staying true to oneself.
Innovate Beyond Expectations: This generation’s early exposure to technology sets a high bar for innovation.
The question for brands is no longer whether to adapt, but how quickly they can meet the challenge.
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