Building the right vibes with a digitally-fluent and driven Gen Alpha

hough the oldest Alphas are just turning 15 in 2025, they're already more digitally fluent than any generation before

Move over Millennials and Gen Z — there’s a new cohort on the rise, and they’re reshaping the future of marketing even before they have spending power. Meet Generation Alpha. 

Born between 2010 and 2025, Gen Alpha represents the first generation fully immersed in digital technology from birth. They are the children of Millennials and early Gen Z parents, growing up with voice assistants, AI, short-form content, and personalised digital experiences being the norm. While many in this group are still in primary school, their influence on purchasing — and future brand loyalty — is already