Is Your Brand Still Obsessed with Gen Z?

While the market is still trying to decode the habits of Generation Z, a new generation is already starting to silently shape consumer behavior: Generation Alpha.

Formed by children born from 2010 onwards, Alpha is the first 100% digital generation. From their earliest years, they are exposed to screens, algorithms, virtual assistants, and artificial intelligence experiences. And even without purchasing autonomy, they already directly influence decisions at home.

According to a study by Wunderman Thompson, 65% of children aged 6 to 12 impact family purchasing decisions, especially in categories such as toys, food, streaming, electronics, and personal care products. In other words: consumption starts earlier and earlier.

A new way to engage with content

Generation Alpha doesn’t just consume, it reprograms the logic of consumption. These are children who skip videos in seconds, learn through voice assistants, and are fully fluent in platforms like YouTube and TikTok even before writing proficiently.

The relationship with content is sensory, fragmented, and guided by immediate relevance. They are less tolerant of distractions, more demanding with design, and highly selective with what deserves their attention, which represents a new challenge for brands and creatives.

It’s not the future, it’s the now

Platforms like Roblox, YouTube Kids, and TikTok are already dominated by this generation, which even without financial autonomy, directly influences what goes viral, what enters social conversations, and what reaches their parents’ shopping carts.

And this impact will only grow. According to forecasts from McCrindle Research, Generation Alpha will be the wealthiest, most educated, and most technologically connected generation in history. Brands that wait too long to understand this behavior will lose ground.

A future that requires preparation
At Wigoo, we closely monitor cultural transformations and the movements of new generations. We believe that building strong brands requires active listening, adaptability, and long-term vision.Being ready for Generation Alpha is not just about looking at children, it is about understanding how they already affect adults, platforms, and trends.
Those who lead now also lead what comes next.
Come join us in the W World.