Move over, Millennials and Gen Z, there’s a new generation in charge. According to Razorfish’s latest research, Gen Alpha isn’t just growing up; they’re growing into household decision-makers. From choosing the family car to influencing grocery runs, these digital-savvy kids are rewriting the marketing rulebook across five major industries: beauty, finance, automotive, luxury, and food.
They may still be in primary school, but Gen Alpha’s influence is anything but small. Sixty-one percent of parents say their kids dictate what the family eats, while 77% want to be actively involved in grocery shopping. What’s surprising is that 61% of parents let their kids have the final say on car purchases. Yes, the family minivan is now a boardroom decision, and the youngest members hold the veto power.
Not just digital addicts
Despite being branded as “digital natives,” Gen Alpha isn’t glued to screens as much as marketers assume. When given the choice, 66% prefer real-world experiences over digital ones, and nearly half (47%) would rather receive cash than a digital gift.
Forget savings accounts and chequebooks; Gen Alpha is rewriting financial habits. When asked about their top financial services brands, traditional banks didn’t even make the cut. Instead, PayPal, CashApp, and Visa lead the way, signaling a future where digital wallets, peer-to-peer payments, and seamless transactions reign supreme.
Unlike their Gen Z predecessors, Alphas aren’t as eco-conscious as expected. Only 38% would pay extra for an environmentally friendly car, and while they’re pushing for inclusivity in beauty standards, 80% of Alpha girls have already used filters or retouching apps to alter their appearance. At the same time, 63% want to see more body diversity in media, showing a complicated relationship with self-image and representation.
Beauty in the age of social media
For Gen Alpha, beauty is as much about online presence as real-life confidence. A surprising 36% believe looking good on social media is more important than in real life, and 75% are fans of beauty content.
Even more telling, 38% are already creating their own beauty content, proving that influencers aren’t just leading the trends, they’re inspiring the next generation of content creators.
They want new ways to do old things, pushing for convenience, personalisation, and digital-first experiences. Skincare, beauty, and wellness aren’t just for girls, Alpha boys are embracing self-care, and brands that cling to outdated gender roles will miss out. While they live in a digital world, they still crave physical experiences, and the brands that master the art of blending online engagement with real-world interaction will be the ones that win their loyalty.