Parents of Generation Alpha children report that their kids are more likely to be influenced by their friends when purchasing branded products. A new study called The Alpha Project surveyed 1,000 parents in the UK with children aged 11 to 14 and conducted in-person interviews with 50 parents. The research found that 41% of parents believe their children buy certain brands because their friends have them.
In contrast, 35% say social media influencers shape their children’s brand choices, and 14% report that their children don’t follow influencers. The study suggests that brands targeting Generation Alpha might have more success collaborating with “normfluencers”—regular social media users who share their passions—rather than celebrity influencers. Generation Alpha, born after 2010, is expected to become the largest generation in history.
There are 2.5 million Gen Alpha births every week, and the total population is projected to reach 1.95 billion. Gen Alpha kids have significant “pester power,” with 87% of parents acknowledging that their purchasing decisions are influenced by their children. This generation is known for its strong commitment to ethical values.
Peers influence Gen Alpha preferences
Nearly one-third of parents state that their children prefer brands that align with sustainability and inclusion. Parents of Gen Alpha are increasingly concerned with issues that directly affect their children, such as job prospects, personal safety, and the cost of living.
This trend towards “close-to-homeism” reflects a shift away from broader global issues like climate change and political unrest. The Alpha Project aims to help brands understand Gen Alpha’s attitudes, which are shaped by community, influence, and purpose. The research offers insights into their likely spending habits and priorities.
Charlotte Willcocks, head of strategy, emphasized the importance of this research for brands that wish to connect with future consumers. Understanding Gen A is vital for brands interested in forming a relationship with future consumers,” she said. This research provides unique insights into this demographic, guiding brands on how to adapt and futureproof their business.
The findings from The Alpha Project will be officially launched on September 18th.
As the oldest members of Gen Alpha approach adulthood within the next four years, brands must pay close attention to this influential generation’s preferences and values.
