Gen Alpha is ready to be taken seriously.
With the oldest among them just 14, they are already shaping how brands and stores show up, even without their own credit cards. They have more choice than any generation before them, and with fluency across smartphones, tablets, computers, digital worlds, virtual reality, and AI tools, they are quickly surpassing Gen Z and Millennials in their adaptability and expectations for ease and efficiency. They move naturally between digital and physical spaces, and their cultural and commercial influence is accelerating, making it essential to understand not only what they respond to today, but what they will expect from brands and retailers in the years ahead. This research explores how Gen Alpha first discovers brands, how they want to engage beyond a transaction, and why their ability to inspire and influence cross generational purchase decisions cannot be overlooked.
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What We Learned
Based on our findings, Gen Alpha consumers shared the following key insights on what matters most to them through in-store design and programming. Overall, they want to engage with brands meaningfully, take an active role in the shopping journey, and make their influence on household purchase decisions clear.
Co-Creation Collaboration
97% of Gen Alpha want to help brands make design decisions, from testing new products and informing product development to shaping the look and feel of store environments, showing a strong desire to be active members of the brand community.
Tactile Experiences
73% of Gen Alpha prefer shopping in-store to fully immerse themselves in a brand’s environment. They value hands-on test-and-try experiences that let them explore products, validate purchases, and connect with the brand on a deeper level.
Snack & Shop Offerings
3 in 4 Gen Alpha say in-store food and beverage offerings drive them to spend more time in the store. These experiences make shopping more enjoyable, encourage exploration, and provide social moments that strengthen their connection to the brand.
Exploration & Navigation
66% of Gen Alpha rely on clear in-store signage to guide their shopping journey, balancing predictability and discovery and reflecting the simplicity they have come to expect from their online engagement.
Cross-Generational Influence
70% of Gen Alpha report that adults in their lives often purchase items they suggest, supporting that they not only influence household buying decisions but are also shaping trends and brand loyalty across generations.
Three Personas Defined
39%, The Confidence Chooser
Defined as individuals who want to make their own decisions and prefer stores that help them stay focused. They shop with a clear sense of purpose and confidence.
39%, The Transition Tween
Defined as individuals who notice style and pay attention to whether a store treats them like real shoppers. They want to feel seen, valued, and not just viewed as an extension of their parents.
23%, The Expressive Explorer
Defined as individuals who want brands to recognize their interests and who they are becoming. They look for stores that reflect their personality and avoid labels that limit them.
Shaping the Future: How Gen Alpha’s Curiosity, Creativity, and Influence Redefine Brand Engagement
Gen Alpha may be the youngest consumers today, but their influence is already reshaping how brands and retailers think about engagement. This generation values autonomy, curiosity, and play, moving seamlessly between digital and physical worlds while expecting experiences that are clear, interactive, and meaningful. They seek hands-on exploration, personalization, and opportunities to contribute, driving deeper connections and shaping household purchase decisions across generations. Trust is earned through authenticity and visible action, not promises, and technology must enhance rather than distract from the brand experience. Stores that empower Gen Alpha to explore, test, and participate will win their attention and loyalty. By designing experiences that balance predictability with discovery, brands can cultivate lasting relevance with a generation whose impact is already being felt.
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