An intuitive approach to Generation Alpha is no longer enough. This is probably the most sophisticated group of child consumers in history. This target group exhibits seemingly contradictory characteristics. It expresses concern for the environment, but at the same time prefers fast fashion. It actively uses artificial intelligence tools, but at the same time seeks physical contact with its peers. Above all, it quickly adopts consumer and attitude trends through channels where parents are not present.
Overview of the areas surveyed:
- Co-shopping – How children influence the purchasing decisions of the whole family. 73% of children actively participate in shopping, and in the 12–14 age group, their opinion is decisive in 90% of cases.
- Brands and trends – How Generation Alpha perceives brands. For them, a brand is a shortcut that communicates their values and style from social networks. It must meet the "peer proof" criterion and be authentic at the same time.
- Banking – To what extent does Generation Alpha follow or influence their parents' guidance in the area of financial products and financial literacy?
- Cybersecurity and AI – How and why children use artificial intelligence (56% already do so today). Why do sports clubs still win out over social networks for 65% of children?
- Technology – YouTube as the "new television" – who really influences children and where does trust come from? The real adoption curve of technology from the perspective of children and parents.
- Lifestyle – Why is the offline world still crucial for children and what does this mean for brands?
- The children's room as a "showroom of identity" – An ethnographic insight into how children spend their time, what they enjoy and what shapes their preferences. It also includes recommendations on how to work with these findings as a brand.
Benefits of the study for your business:
- You will understand the lifestyle and aesthetics of Generation Alpha. You will set communication strategies for the family as a whole to gain a competitive advantage. Brands that invest in understanding Generation Alpha today will be market leaders in 5 years.
- You will set a strategy for the dual world (online vs. offline) in which this generation naturally operates.
- You will gain arguments for internal decision-making based on representative Ipsos data, not impressions from media headlines and stereotypes.
Methodology:
The study uses a combination of qualitative and quantitative methods on target groups of children aged 3–14 and their parents (qualitative sample n=14, quantitative sample: parents n=333; children segmented by age cohorts 4–7 years n=110, 8–11 years n=112, 12–14 years n=111; data collection 11–12/2025).
Source: ipsos.com