3 fundamental questions every brand should ask before marketing to Gen Alpha

Born between the early 2010s and 2024, Gen Alpha is set to surpass 2 billion strong by 2025 — becoming the most influential and brand-savvy generation we’ve ever seen. But marketing to them isn’t just about understanding digital nativity — it’s about decoding an entirely new consumer behavior shaped by fluidity in location, culture, and societal norms.

How do we meet Gen Alpha where they are? What role does our brand play in their digital-first world? And how can we build long-term relevance rather than chasing fleeting trends?

So, before diving in, brands must ask themselves: 

1. Are you engaging or just broadcasting?

This generation doesn’t just consume content; they live in it. Raised in a gamified world, they are drawn to interactivity, authenticity, and creators who feel real — whether on YouTube, TikTok, or in immersive gaming environments. Traditional brand love doesn’t apply here. For Gen Alpha, engagement isn’t about passive admiration; it’s about access, play, and participation. If your brand isn't embedded in their digital playgrounds, you're invisible.

Rethink your content strategy. Is it participatory? Does it invite play? Brands that lean into co-creation and interactive storytelling will win.

2. Are you treating Gen Alpha as a monolith?

Attempting to engage Gen Alpha as a single entity is a fundamental misstep. The reality? This is the least understood generation among marketers, yet one of the most hyper-individualised. It’s not about broad strokes — it’s about pinpointing the subcultures, interests, and digital behaviors that make them tick.

Stop thinking in generational generalities. Dive into micro-communities and subcultures within Gen Alpha to craft hyper-relevant messaging.

3. Are you speaking their language?

Raised on TikTok and YouTube Shorts, Gen Alpha operates on a scroll-or-stay reflex. Attention is currency, and brevity is power. If a message doesn’t hook them in seconds, it’s lost. The right content, the right hook, the right platform — that’s the unlock.

Ditch long-form corporate messaging. Make your brand’s presence feel like an organic part of their digital experience, not an interruption.

The power of Gen Alpha’s influence

Gen Alpha isn’t waiting to grow up to influence buying decisions — they’re shaping household purchases now. Take the viral Stanley Cup craze: what started as a niche trend on TikTok, driven by aesthetic appeal and influencer hype, snowballed into mass-market demand, pushing sales through the roof. The result? Not just a trend but a cultural shift in how young consumers dictate purchase priorities. Brands that understand these viral dynamics can capitalise on their momentum rather than playing catch-up.

Stay ahead of the curve by tracking emerging trends where Gen Alpha actively participates, not just where brands traditionally market.

The PAC framework: The key to winning Gen Alpha

Success with Gen Alpha isn’t about chasing trends; it’s about anticipating them. A PAC-first strategy (Platform, Algorithm, Culture) is what separates brands that think they’re relevant from those that actually are. Brands must understand where Gen Alpha spends their time (Platform), how content reaches them (Algorithm), and what cultural moments shape their world (Culture). Those who master PAC don’t just capture attention — they create movements.

Gen Alpha is already shaping the market of tomorrow. 

The question is, will your brand be an active participant or an afterthought? The brands that rethink engagement, embrace cohorts, and adopt a PAC-first strategy will be the ones shaping the next decade of consumer culture.

This article was written by Shivendra Dikshit, strategy director, VaynerMedia APAC.