Digital & Social Trends, Charts, Consumer Data & Statistics - GWI Blog

7 Gen Alpha Characteristics To Know For 2025 - GWI

Written by Georgie Walsh | Oct 2, 2024 11:00:00 PM

They’re still in school, but don’t be fooled - Gen Alpha are already steering spending decisions, redefining what fun looks like, and making their presence felt across screens, stores, and society.

Born from 2010 onwards, they’re the world’s youngest generation, but they’ve got plenty to say. And thanks to over 20,000 kids across 18 global markets telling us exactly what’s on their minds, we’ve got a front-row seat to what they think, feel, and do.

Here are seven of the biggest wake-up calls for brands trying to keep up with tomorrow’s consumers - who, by the way, are already calling the shots.

1. They’re turning down the noise, but not tuning out completely

Gen Alpha are becoming curators of their own calm. They’re growing up in an always-on world - one that floods their feeds with everything from war footage to wildfire warnings. But rather than switching off entirely, they’re learning how to filter the noise.

And the shift is clear in the data.

Compared to 2021, fewer Gen Alpha kids are keeping up with the news or showing an active interest in environmental causes. That might seem worrying at first glance, but this isn’t disengagement. It’s self-preservation.

Just like the 15% of adults who avoided political content last year to protect their mental health, Gen Alpha are learning to manage their emotional bandwidth early. When the world feels overwhelming, they’re choosing to focus on content that feels lighter, more empowering, or more within their control.

So, what are they leaning into?

  • Podcasts have overtaken the news in their interest rankings
  • Beauty, makeup, and fashion are climbing the list 
  • Technology is now a top-tier interest - but computers are dropping fast, perhaps seen as too old-school, clunky, and desk-bound for a generation raised on mobile-first everything

Where teens' interests are migrating

Where teens' interests are migrating

2. Offline is the new online

Gen Alpha might be digital-first, but they’re far from digital-only. Despite growing up with screens in every pocket and platform, there’s a noticeable shift in how they’re choosing to spend their free time - and it looks like IRL fun is firmly back on the table.

We’re seeing a clear rebound in real-world activities, especially among 8-15 year olds:

  • Walking vacations and weekend hangouts with friends are on the rise
  • There’s been a 16% increase in kids adding physical toys to their wishlists since 2023
  • Board game popularity is up by 8% since 2023, showing a renewed appreciation for offline play

Even parents are taking notice: they’re now less likely to describe their kids’ internet usage as heavy, suggesting that digital fatigue - or at least a desire for more balance - is setting in.

3. Cinema is cool again 

While a post-Covid rise in cinema visits was expected, the real story is the continued momentum. Since 2021, cinema interest among 8-15s has grown every year - and in 2025, we’ve seen the biggest jump since that initial rebound.

Streaming may be second nature to Gen Alpha, but it’s not their default. This year, 28% of 8-15 year olds say cinema is their preferred way to watch films – making it their top choice overall.

Why? Because the big screen still delivers something smaller ones can’t: full immersion, social buzz, and an offline experience that feels special. For a generation craving connection, the cinema is ticking all the right boxes.

The takeaway? Don’t count the cinema out. Whether you're a studio, sponsor, or snack brand, this is your chance to show up where Gen Alpha are leaning in.

4. Girls are leading - and redefining - ambition

Let’s hear it for the girls. 54% of Gen Alpha girls believe they can do any job they want, and they’re proving it with soaring interest in fields that have traditionally been male-dominated, like law, journalism and medicine. 

But this wave of ambition isn’t equally shared. Just 37% of boys say they feel the same career confidence. And in spaces like teaching - where women have long dominated - boys are showing lower interest and engagement.

It’s a sign that efforts to empower girls are making a real impact, and that’s certainly worth celebrating. But it also highlights where there’s still work to be done. Boys need encouragement too, especially in spaces where they don’t see themselves represented, like education. The next wave of progress will mean championing ambition for all kids, no matter the field.

5. They scroll in stealth mode

Gen Alpha may be the most digitally native generation to date, but that doesn’t mean they’re oversharing. In fact, quite the opposite. They’re quietly reshaping how social media is used, stepping back from performance and leaning into observation.

They scroll, they save, they browse. But they don’t necessarily post.

Consume publicly, comment privately

Compared to just a few years ago, fewer 12-15 year olds are using social media to share opinions, post updates, or talk about causes. Only 1 in 10 say they post everything they do, and just 2 in 5 feel they can express what they really think online. This isn’t disengagement - it’s healthy caution. And it makes perfect sense when you consider how this generation has grown up watching the internet in full flight - from cancel culture to viral fame to relentless commentary. So while they’re still plugged in, they’re far more measured about what they put out. Their feeds are less about broadcasting and more about building a digital moodboard - one that reflects their identity without overexposing it.

So what does all this mean for brands? Firstly, don’t expect Gen Alpha to talk back, but do expect them to pay attention. If you’re trying to earn their trust and time, be useful, be inspiring, or be entertaining - but don’t expect them to boost your engagement numbers in return. Aside from that: 

  • Visuals matter: Static doesn’t cut it. They respond to short-form, creative, and emotionally resonant content
  • Influencers still count - but only the ones who feel relatable, aspirational, or genuinely informative
  • Quiet value wins: Think saveable tips, aesthetic ideas, product inspiration - not pressure to post, share, or perform

TL;DR: Gen Alpha are plugged in, but low key. They scroll with intention and post with caution. Brands that win their attention won’t demand the spotlight - they’ll show up with value that speaks softly and sticks long-term.

6. They’re serious about self-expression 

Beauty, fashion, and self-expression are booming, especially among boys. In the UK, the share of teen boys interested in makeup has more than doubled since 2022. Meanwhile, 44% of US teen girls have watched a makeup video in the past week.

But as interest grows, so do the risks. Many kids are exploring skincare and beauty routines made for adult skin - often without understanding what’s right (or safe) for them - prompting brands like Kiehl’s and Indeed Labs to step in with safer messaging and age-appropriate products.

And when it comes to influence? Creators matter. Beauty-focused teens are 55% more likely to discover products through celebrities or influencers. The partnerships are powerful, but the stakes are high, and brands have a responsibility to guide, not just sell.

7. They’re already steering the spend

They might not pay the bills, but make no mistake - Gen Alpha are driving family purchases in a big way. Whether it’s choosing what snacks go in the trolley, which new game gets downloaded, or what headphones make the birthday list, this generation has real sway over spending.

In fact, a clear majority of 8-11 year olds say they have a say - or the final say - on household purchases. They’re not just passive observers in the checkout aisle anymore. They’re mini co-pilots, confidently steering decisions around food, fashion, and tech.

And they’re leaving their mark on the purchase journey. In North America, more 12-15 year olds now say they rely on influencer recommendations to choose a snack than traditional gimmicks like collectible stickers or toys. Drinks and treats backed by creators (think Prime and beyond) have become status symbols, not just products. If it’s in a creator’s haul, it’s on their radar.

That means the days of marketing through parents are fading. Kids are calling the shots, whether they’re in the supermarket aisle or scrolling the family tablet. But brands need to tread carefully - especially when it comes to what Gen Alpha consumes. Cutting corners can lead to bad results, losing the trust of the parents in the schoolyard, who still have the power to put their foot down… for now.

Want to understand more about tomorrow’s consumers?

Understanding Gen Alpha means rethinking your assumptions - about youth, about influence, and about how decisions get made. They’re not a carbon copy of Gen Z. They’re a new kind of audience entirely, and they’re already shaping what comes next.

But while their preferences are evolving, one thing is clear - they expect brands to evolve too. That means meeting them with creativity, respect, and relevance from the very first interaction.

Want to see how your brand can keep up? Explore the full report to go beyond the highlights and into the full story.