5 Surprising Facts About Gen Alpha Marketers Should Know
Marketers often assume they already understand Gen Alpha: digital from birth, screen-addicted, influencer-obsessed, and always online. But the 2025 GWI report on this generation challenges many of these easy assumptions, and what it reveals is far more nuanced.
Here are the most surprising truths.
1. They’re not drowning in tech.
We tend to view Gen Alpha as passive consumers of technology. But according to GWI, this generation is surprisingly self-directed and confident in how they use digital tools. Many already grasp the basics of AI-assisted tools or search filtering, not just how to swipe.
This is less about screen addiction, and more about screen literacy.
2. Girls lead in ambition and confidence.
While previous generations often showed boys as more confident in leadership or career orientation, Gen Alpha is flipping that. GWI found that 54% of girls believe they can pursue any career, compared to just 37% of boys.
This isn’t just encouraging for equity conversations, it changes how ambition is visualized in marketing. The empowered girl is no longer a campaign angle. It’s just… reality.
3. They don’t post as much as you think.
Unlike Gen Z, Gen Alpha is more private and passive on social platforms. Yes, they scroll. But they’re less likely to share or post.
GWI notes they’re watching more than they’re participating, choosing to observe and consume over perform.
For marketers, this means reach ≠ engagement ≠ visibility. Content doesn’t have to invite action to build relevance.
4. They crave offline time.
One of the biggest surprises? Despite growing up fully digital, many Gen Alpha kids express strong preferences for outdoor play, in-person friendships, and physical experiences.
In fact, the desire for balance is often coming from them, not just their parents. Digital detox isn’t imposed. It’s instinctive.
5. They already care about values and not just in a surface-level way.
It’s not that Gen Alpha demands ethical perfection from brands. But they do notice when values feel performative. They care about fairness, inclusivity, and transparency, and they spot dissonance fast.
They’re not old enough to vote, but they’re already choosing with values, whether it’s the YouTubers they follow or the snacks they ask for.
Final Thought
Gen Alpha isn’t a copy-paste of Gen Z.
They’re not just more digital. They’re more discerning.
They are quietly opinionated, value-led, and in control of their attention. If marketers want to keep up, they’ll need to update more than their channels; they’ll need to update their assumptions.
