This is part of a series of posts on In Practice exploring the challenges, opportunities and recommendations for communicators to inclusively and effectively engage specific underrepresented identity communities. At Vanguard, we define an identity community as a community of individuals who share identity characteristics that shape or define their perspectives, experiences and behaviors, such as race/ethnicity, gender identity, religion, sexual identity, national origin, socioeconomic status, language, ability, age and work experience, among others. Intersectionality — a lens that recognizes that individuals are shaped by layers of identities, and they cannot be examined in isolation from one another — may also be factored into our identity community explorations. 

While these findings provide early insights into Generation Alpha, it’s important to note that this is a snapshot of behaviors and characteristics that will continue to evolve as Generation Alpha ages. 

Born entirely in the 21st century, Generation Alpha is unlike any generation that came before them. Nicknamed “Generation Glass,” as the first digital-native generation, they’ve grown up surrounded by touchscreens. ​Rooted in technology since early childhood, they are comfortable with and can quickly explore, consume and transfer digital information via electronic devices and platforms, with these tools serving as an integral part of their learning, play and communication. 

Who Is Generation Alpha?  

Generation Alpha includes those born between 2013 and 2024. By 2025, they are expected to exceed 2 billion individuals globally, becoming the largest generation population in history​. In addition, their economic influence will be significant; Generation Alpha’s spending power is expected to exceed $5.46 trillion​ by 2029. In a short period of time, they are already reshaping education, culture and technology while leaving their mark on consumer trends and societal norms.

Generation Alpha: What Communicators Should Know 

• Digital Natives: Generation Alpha is the first generation born entirely in the digital age. Devices like iPads and platforms such as TikTok and YouTube dominate their playtime and learning experiences​. During the COVID-19 pandemic, tools like Zoom and Google Classroom served as virtual classrooms, requiring Generation Alpha to quickly adapt to technology in education. Early exposure to technology may shape their cognitive and social development, which can create new challenges, such as screen addiction and shorter attention spans​.  

• Consumer Influence: Even at a young age, Generation Alpha has a significant influence over household spending. Brands are increasingly tailoring their marketing strategies to engage this tech-savvy audience. Their behavior reflects a seamless integration of online and offline experiences, where digital platforms amplify real-world interactions. For example, over the past year, Generation Alpha has played a significant role in reviving friendship bracelets. Without social media as a driving force, this trend might not have gained momentum. This reflects Generation Alpha’s deep value for community and their ability to blend nostalgic activities with modern tools to create meaningful cultural moments, highlighting their unique approach to forging and maintaining connections across both digital and physical spaces. 

• COVID-19’s Impact: The COVID-19 pandemic was a formative event for Generation Alpha, significantly shaping their values, behaviors and social development. With prolonged lockdowns, remote learning and reduced face-to-face interactions, their reliance on digital tools like Roblox and Kahoot! became a necessity rather than an option​. While these platforms allowed them to maintain friendships and create virtual playdates, the lack of in-person socialization during critical developmental years may have delayed the building of key social skills. As Generation Alpha continues to grow and the long-term impact of these digital spaces on their interpersonal skills remains to be seen, balancing digital fluency with the need for real-world skills will be crucial in determining how they engage and socialize as adults.  

What Generation Alpha Thinks About Key Social Issues 

• Gender Identity: Growing up in a world with more fluid understandings of gender roles, Generation Alpha is likely to embrace inclusivity and diversity. They are exposed to these values through pop culture and social media.​ For example, K-pop bands like BTS and global stars like Taylor Swift exemplify how this generation values authenticity and diverse expression. 

• Mental Health: Raised by Millennials, a generation that prioritizes mental health awareness, Generation Alpha is growing up more familiar with conversations around emotional well-being than previous generations. However, they face significant challenges that warrant attention. Suicide is the second leading cause of death for individuals ages 10–14, making mental wellness and substance use prevention among young people a critical concern. Research suggests that Generation Alpha may experience higher rates of anxiety and depression, partly due to the COVID-19 pandemic, which disrupted their social and educational environments. Cyberbullying further exacerbates these challenges, with nearly half of U.S. teens experiencing online harassment, often tied to physical appearance. Screen dependency also plays a role, as 44% of teens report feeling anxiety when separated from their phones. To address these issues, tools like the Calm Kids app and mindfulness-based video games are gaining popularity as resources for managing stress and creating emotional resilience. These proactive approaches offer a foundation for supporting Generation Alpha’s mental well-being as they navigate an increasingly complex digital and social landscape. 

• Activism and Advocacy: Early and consistent exposure to global issues — such as climate change, social justice and inequality — is expected to create a strong sense of environmental and social responsibility in Generation Alpha. From participating in small-scale initiatives like school recycling programs to joining climate marches inspired by Generation Z figures like Greta Thunberg to signing digital petitions promoting for sustainability and social reform, they are engaged advocates. Platforms like TikTok and Instagram amplify their voices, allowing Generation Alpha to mobilize peers and raise awareness about causes they care about. Their ability to leverage technology for advocacy demonstrates their potential to drive meaningful change on a global scale.      

Understanding the characteristics, influences and perspectives of Generation Alpha is crucial for building strategies that resonate with their values. To successfully engage with this dynamic generation, communicators must prioritize inclusivity, innovation and adaptability in their approach to help shape a future where Generation Alpha thrives as impactful global changemakers.