How to market to Gen Alpha: four global segments shaping the next generation

While Gen Z still dominates marketing conversations, their younger siblings, Generation Alpha (born 2010–2024), are already influencing family choices, media habits and brand preferences. For marketers and brand strategists, Gen Alpha marketing requires a very different approach than Gen Z or Millennials. Often described as the most diverse generation ever, Gen Alpha is growing up fully immersed in digital culture, diversity and constant change.

But Gen Alpha is not a single mindset. In new research conducted in the US, UK and Germany, together with Prof. Patrick De Pelsmacker and Prof. Cristian Buzeta, we identified four distinct Gen Alpha segments (as published in Emerald Young Consumers Journal). These segments appear across countries, proving that generational mindsets travel beyond borders, but they differ sharply in values, media use and expectations of brands.

Understanding these four Gen Alpha “tribes” is essential for brands that want to stay relevant over the next decade.

1. Laidback Fun-Seekers

How entertainment-driven Gen Alpha kids engage with brands

Laidback Fun-Seekers form the largest Gen Alpha segment (45% of our study). Typically living in suburban or rural environments, these kids are easy-going, light-hearted and not interested in heavy topics. Sustainability, activism or personal growth don’t play a meaningful role in how they choose content or brands.

What they want is simple: fun, surprise and play. They don’t expect brands to stand for something; they expect brands to entertain them.

Brand examples

McDonald’s Happy Meal AR experiences

By turning Happy Meal packaging into scannable AR games, McDonald’s delivers playful, low-effort entertainment. There’s no moral message or educational layer, just quick, digital fun that fits seamlessly into kids’ daily routines.

Oreo’s humorous Instagram cartoons

Oreo uses silly visuals and light storytelling that doesn’t require context or commitment. The brand doesn’t ask kids to care; it simply makes them smile.

Lunchables’ “build your own adventure” advertising

Featuring a child and her imaginary hippo-dragon friend, these ads lean fully into imagination and play, reinforcing the idea that food brands can be part of creative fun rather than parental messaging.

What brands can learn

For brands targeting Laidback Fun-Seekers, this means:

• Prioritise humour and play

• Keep messages light and uncomplicated

• Use tech as an enhancer, not the main story

  
  

For this group, joy beats purpose every time.

2. Star-Struck Urbanites

How fame, influencers and celebrities shape Gen Alpha brand trust

Star-Struck Urbanites are city kids with a strong attraction to pop culture, celebrities and influencers (represent 28% of Gen Alpha in the study). They closely follow YouTubers, TikTok creators, athletes and fictional characters, and they place enormous trust in those with visibility and status.

Compared to other segments, they are less concerned with sustainability, diversity or health. Credibility comes from fame, not expertise.

Brand examples

Nike’s TikTok campaign with A’ja Wilson and creators

By combining a high-profile athlete with popular TikTok dancers and inviting kids to join a challenge, Nike positioned itself at the centre of a social moment. Participation mattered more than product features.

Coca-Cola’s YouTube Shorts with celebrity cameos

Short, feel-good clips featuring recognisable faces allowed Coca-Cola to stay culturally visible without heavy storytelling. The brand became part of everyday scrolling behaviour.

Mascots and unboxings

Well-known characters or kid YouTubers unboxing products create instant trust for this group, not because of reviews, but because of perceived status.

What brands can learn

For brands connecting with Star-Struck Urbanites, this means:

• Be present where fame lives (TikTok, YouTube, Shorts)

• Collaborate with figures they already follow

• Focus on hype, visibility and participation

  
  

For this group, ‘who’ says it, matters more than ‘what’ is said.

3. Trendy Thrill-Seekers

How trend-driven Gen Alpha kids amplify brands and culture

Trendy Thrill-Seekers are smaller in number (roughly 14% of the study sample) but highly influential. They care deeply about style, self-expression and novelty and are often the first to try or start new trends. Many are already thinking about mental well-being, inclusivity and personal identity.

They value diversity and creativity, but when forced to choose, coolness beats sustainability.

Brand examples

Bubble x Inside Out 2

Bubble’s collaboration with Disney blended pop culture, bold visuals and mental self-care. The emotionally themed, colourful design made skincare feel expressive rather than instructional, perfectly aligned with this segment’s identity-driven mindset.

AR filters and limited-edition drops

Brands that launch interactive filters or visually bold, time-limited products signal that they understand trend culture and FOMO.

What brands can learn

For brands targeting Trendy Thrill-Seekers, this means:

• Dare to stand out visually

• Offer interactive, tech-forward experiences

• Collaborate with creators who feel genuinely expressive

• Self-care and inclusivity are part of being “on trend” for these kids

If your brand dares to be different, this group will amplify it for you.

4. Woke Eco-Warriors

How values-driven Gen Alpha expects brands to act responsibly

Woke Eco-Warriors are the most socially conscious Gen Alpha segment (13% of the cohort). Often found in European cities, they care deeply about sustainability, equality and health, and they are sceptical of flashy marketing and celebrity endorsements.

They don’t want brands to entertain them. They want brands to mean something.

Brand examples

LEGO Replay

By encouraging families to donate used bricks for reuse by schools and charities, LEGO demonstrates sustainability through action rather than messaging. For this segment, that credibility matters far more than any ad campaign.

Clif Kid ZBar’s environmental partnerships

By funding nature play spaces and committing $1 million to community green projects, Clif Kid shows that even snack brands can contribute meaningfully to children’s well-being and the planet.

Educational storytelling and role models

Brands featuring young activists, scientists or health advocates resonate more than celebrity influencers.

What brands can learn

For brand connecting with Woke Eco-Warriors, this means:

• Tangible proof, not promises

• Educational, honest storytelling

• Values embedded in business decisions

Any hint of greenwashing will quickly erode trust.

Why Gen Alpha’s diversity matters

Gen Alpha is still young, but brands that wait until they’re older will be too late. Our research shows that Gen Alpha’s diversity is not random, it’s structured. These four segments appear across countries, but each requires a different strategy.

One size will not fit all when marketing to Gen Alpha.

Future-proof brands will:

• Entertain Fun-Seekers

• Leverage fame for Star-Struck Urbanites

• Co-create with Trendy Thrill-Seekers

• Act authentically with a purpose for Woke Eco-Warriors

Gen Alpha is not one audience, but four distinct mindsets. Brands that succeed will not try to appeal to all of them at once but will choose clearly which segment they serve and design experiences, content and values accordingly.

Do your homework: identify which segment(s) align most with your brand or product and meet those kids where they are.

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A free Gen Alpha slidedeck with key visuals and insights is available for download. Explore how these findings can inspire your next marketing move.

For the full academic deep dive, see “Meet the most diverse generational cohort in history: Gen Alpha is coming of age” in Emerald Young Consumers Journal.

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Frequently Asked Questions

What is Generation Alpha?

Generation Alpha refers to children born roughly between 2010 and 2024. They are the first generation to grow up fully immersed in digital technology, social media and on-demand content. Gen Alpha is also considered the most diverse generational cohort to date, shaped by global connectivity, cultural diversity and rapid technological change.

How is Gen Alpha different from Gen Z?

While Gen Z grew up alongside digital technology, Gen Alpha has never known a world without it. Compared to Gen Z, Gen Alpha is more visually oriented, more influenced by creators and platforms, and shows greater internal diversity in values and motivations. As a result, strategies that worked for Gen Z do not automatically translate to Gen Alpha.

How should brands market to Gen Alpha?

Brands should avoid a one-size-fits-all approach. Research shows that Gen Alpha consists of distinct segments, each with different expectations of brands. Some respond best to entertainment and play, others to influencers and fame, while some prioritise creativity or sustainability. Effective Gen Alpha marketing starts with identifying which segment aligns with the brand and tailoring content, platforms and partnerships accordingly.

Why is Gen Alpha segmentation important for marketers?

Segmentation is crucial because Gen Alpha is not a single mindset. Campaigns that resonate with trend-driven or fame-oriented kids may fail with value-driven or sustainability-focused ones. Segment-based strategies help brands allocate budgets more effectively, create relevant