Gen Z popularized the term "slay." Gen Alpha turned it into a Roblox emote they buy with Robux. Same word, completely different relationship to culture–and that gap is only getting wider. Culture is no longer cleanly categorized. A TikTok audio from a niche K-drama edit can become the soundtrack to a Starbucks ad within weeks. Trends don’t belong to a singular group or generation for long, as they are usually born in niche corners of the internet before getting filtered through creators, amplified by brands, and rapidly absorbed into the algorithm. This makes it harder to trace where things start, or who they were really for.
For marketers, this creates a unique challenge. Gen Z and Gen Alpha often share platforms, but they don’t always share the same references, humor, or expectations. The gap between them is growing, and brands that continue speaking to youth as a singular audience may risk missing what makes this next generation distinct.
Gen Z:
Grew up during the rise of social media
Builds identity through individuality and self-expression
Prefers irony, commentary, and self-aware humor
Drawn to narrative-driven content and longer storytelling formats
Loyalty based on authenticity and vibe
Gen Alpha:
Grew up with fully personalized algorithms
Builds identity through brands, symbols, and shared digital culture
Prefers absurdist, high-energy, and chaotic humor shaped by gaming logic
Drawn to gamified, fast-paced, hyper-visual content
Loyalty based on ethics and whether a brand feels socially relevant
So, what exactly is shifting and how do we get ahead of it?
Digital Natives to Algorithm Natives
Both Gen Z and Gen Alpha are digital-first generations, but the context they grew up in is quite different. Gen Z had the internet but early social media grew up along with them, before every interest of theirs was instantly catered to by the algorithm. Whereas Gen Alpha was raised in digital environments that have been personalized and interactive since birth, shaping expectations around content and brand engagement.
Gen Alpha expects content that is co-created, gamified, and highly visual. These preferences are shaped by their gaming habits, as well as content featuring quick edits and bold design that prioritize participation. Static campaigns feel outdated to them as immersive storytelling has become the baseline.
Building and creation tools (Roblox, Minecraft, Fortnite, etc.) have surged in popularity, reflecting a broader expectation that content should involve them and invite them in. They want to remix, respond, and be part of the story. Brands should veer away from creating campaigns for Gen Alpha and start building experiences with them–whether that's through interactive platforms, user-generated content, AR filters, or campaigns that treat them as collaborators, rather than consumers.
Identity Is Brand-Driven
Gen Z leaned heavily into individuality and DIY aesthetics, while Gen Alpha is growing up in a world where brand choices themselves are extensions of their identity. From snacks to sneakers, name brands generally carry more weight than dupes, signaling either popularity, elevated taste, or personal values. The fundamental difference between Gen Alpha's relationship with brands versus older generations is that it's deeply social. "My friends are talking about it" ranks as a top driver for engagement (38%), as well as their preference for experiencing activities, like going to the movies, with large groups (55%.) Whether it’s a Labubu keychain on their backpack, a Summer Fridays lip balm, or a Stanley water bottle in class, Alphas want their peers to see and recognize what they’re using. These products signal to peers who they are, what they know, and where they belong.
Gen Alpha has already surpassed $100 billion in spending power, driving box office success for gaming adaptations and influencing family purchasing decisions across categories. With brand loyalty established before age 16, marketers aren't building awareness for future consumers—they're cementing lifelong relationships right now. That doesn’t mean Alphas are blindly loyal. Gen Alpha is highly values-driven, with a sharp eye on sustainability, inclusivity, and transparency, but they express their values differently than Gen Z. They look to brands that feel socially endorsed by their peers, reinforced in group settings, and reflected in the communities they belong to. They reward the companies that live up to their shared ideals and quickly reject the ones that feel out of sync with what their friends are talking about. When Alphas do buy in, they integrate brands deeply into their lifestyle often becoming social signals. They are wearing them, playing with them, and sharing them across both physical and digital spaces.
For marketers, brands must spark conversation to become part of Gen Alpha's social fabric. This generation gravitates toward companies that authentically align with their passions, create moments worth sharing with friends, and offer products that naturally fit into how Alphas connect with one another. Brand logos have become the new language of self-expression. More than just value alignment, Alphas want cultural relevance, social visibility, and community resonance. Marketers who do this right are building communities, on and offline.
Playful Yet Pragmatic
Gen Alpha can be paradoxical in ways that marketers should understand early. They are playful and gravitate toward humor, memes, and gamified platforms like Roblox, but they are also pragmatic. Alphas can laugh at memes about Skibidi Toilet one minute, then ask whether lab-grown meat is sustainable the next. It’s a spectrum that feels contradictory to outsiders, but for Alphas, it’s just how culture works. They understand the difference between organic and processed foods, they are selective about AI use, and they want brands to live up to their personal morals. For Alphas, practicality and ethics go hand-in-hand, whether they’re choosing what to eat or what brands to trust.
This balance of curiosity and practicality is key. Take Claire's ShimmerVille on Roblox: the accessory retailer created a branded virtual world in Roblox where users can design homes, accessorize avatars, and adopt pets, but also work retail jobs and learn about running a business. It's playful enough to hold Alpha's attention through gaming elements, yet substantive enough to teach real-world skills through brand interaction. The experience works because it doesn't talk down to them or offer empty entertainment.
A brand that offers only surface-level fun won't build lasting connections, while another that's educational but lacks the interactive, social elements Alphas crave will struggle to break through. Entertainment gets their attention, but authenticity keeps it. Gen Alpha can spot the difference between brands that genuinely understand their world and those just chasing the next trend. They engage with brands that respect both their intelligence and their desire to have a good time.
AI Is a Tool, Not a Replacement
One of the clearest distinctions between Gen Z and Gen Alpha is their approach to technology. Gen Z has mostly embraced AI as a new toolset for creativity. Gen Alpha, however, is more cautious when it comes to AI use. They are embracing AI for schoolwork, brainstorming, or roleplaying with chatbots, but when it comes to art, music, or storytelling, they’re a bit more skeptical. Many teens worry about the negative outcomes of AI such as misinformation and deepfakes—making authenticity and transparency non-negotiable when brands use AI. (This data reflects teens more broadly, not all of Gen Alpha)
This distrust plays out in real time, with widespread criticism of AI-generated products and campaigns. From the AI "Friend" pendant that promises artificial companionship widely mocked as dystopian, to TikTok users roasting brands for obvious AI-generated content that lacked genuine emotion or cultural understanding. Gen Alpha might joke about AI-generated memes or Drake songs, but they expect transparency when brands use AI. They punish companies that try to pass off artificial content as authentic. To them, AI feels "soulless" when it replaces art and human creativity.
For Alphas, AI works best behind the scenes, enhancing personalization and user experience, while authentic storytelling and genuine connection remain the priority. For marketers, AI should amplify human creativity, not substitute for it–and honesty about its use isn't optional.
Why Brands Need to Ungroup Youth
The temptation will always be to market to “youth” as a single cohort. It’s efficient, but it’s also increasingly inaccurate. Gen Alpha may still look up to Gen Z creators, but their instincts and humor are diverging quickly.
The opportunity for brands is to stop flattening generations into one and start designing experiences with nuance. That means:
For Gen Z:
Partnering with creators who use personal storytelling, quirky humor, or self-deprecating relatability to authentically connect with audiences, such as Emma Chamberlain or Brittany Broski.
Creating campaigns that embrace irony, self-deprecation, and acknowledge that "we know you know this is marketing."
Developing content that's story-driven, longer-form (5+ minutes), and values authenticity over polish: raw, unfiltered moments over high production.
For Gen Alpha:
Partnering with creators who speak Gen Alpha’s native language and truly resonate with their fast-paced digital world and absurd humor, like Mr. Beast or The Rizzler.
Building campaigns that are gamified, participatory, and designed for algorithmic amplification across multiple platforms.
Creating content with quick cuts, high energy, and absurd humor that embraces the ridiculous (think Skibidi Toilet) rather than trying to be cool or aspirational.
Looking Ahead
Gen Z defined what it means to be a digital native. Now Gen Alpha is redefining it, being raised in a world where the For You page is their cultural foundation and brands double as identity markers. They are more playful, more pragmatic, more values-driven, and, ironically, more brand-loyal than the generation before them.
The boundaries between generations may feel blurry now, but marketers that wait five years to adapt will be speaking to a generation that has already tuned them out. The work begins today: ungroup, unlearn, and start speaking Gen Alpha’s language.