£3.3 billion of spending power
That could buy a whole lot of Squishmallows
Every fortnight we round up the most interesting and insightful writing about British Gen Alphas (born 2010-2024) from across the internet so you can stay bang up to speed on this emerging and fascinating cohort.
This time we’re talking: AI confusion, family finfluencing and female FOMO. Let’s go!
Generation Alpha: comms present and future
By Melissa Fleming for PRWeek
Is anyone really calling this generation ‘Gen AI’? Anyway. This round table discussion, peppered with insights from a recent YouGov survey, explores Alphas’ and their parents’ attitudes to AI, the formers’ implicit trust in it and maybe some confusion about whether they’re using it at all. 29% of As report rarely/never using it, but closer to 40% also report using AI-powered tools like Siri, Alexa and Spotify.
Is Generation Alpha More Disrespectful or Just Misunderstood?
By Lauren Brown West-Rosenthal for Parents
Spoiler alert: it’s misunderstood. Highlighting how Gen Alpha has grown up in a time when global issues are highly visible, multiple viewpoints are frequently aired, and digital tools allow them to express opinions from an early age could all make them appear more difficult or challenging to authority, it suggests parents and educators model respectful communication, reinforce the value of collaboration, and teach children that self-confidence doesn’t mean being insensitive to others’ opinions or feelings.
Gen Alpha - the new family influencers
By GoHenry
The infographic here is packed full of interesting spending insights, including that British Gen As have earned £193m (up 52% on 2023), spent £92m, and saved £20.5m (up 36% on 2023) As digital natives, they’re smart about money, savvy about spending, and fearless about influencing family finances. Particularly interesting to see how Alphas are earning (selling on depop and vinted, pet-sitting and doing chores) and what they’re saving for (holidays, birthday and a phone.)
Gen Z and Alpha are redefining how UK brands see gaming
By Glenn Gillis for SeaMonsters
This piece argues that just as brands now have a social media presence, maintaining a presence in gaming spaces may become essential in the future marketing landscape. It highlights Alphas’ deep integration with gaming culture and their preference for creativity and social engagement through digital platforms including the fact that 62% of Gen As play for 5hrs+/week (way more than the 17% of Gen Z gamers who do.)
‘Fear of missing out’ keeping girls and young women online despite sexism
By Robert Booth for The Guardian
Only the very oldest Alphas are included in the latest Girlguiding survey (those aged 11-13, though the study goes up to 21yo) but that doesn’t make the results any less devastating - especially given that only one in 10 UK 12-year-olds do NOT have their own smartphone. Both unwanted sexual images and cyberstalking are on the up but FOMO is keeping girls on the likes of TikTok, Snapchat and WhatsApp, the annual survey reports.