While Gen Alpha’s earlier-than-typical tech savviness is no secret, this age group is also thirstier than previous generations have been for edutainment and authentic brands. 

These were just two of many insights outlined in a new demographic report published last week by New York-based marketing agency Razorfish. The company teamed up with British research firm GWI to run surveys and select interviews with 3,474 kids ages nine to 13 and their parents. The respondents were based in the US, France, Malaysia, UAE, Saudi Arabia, Australia, Brazil, Argentina and the UK. 

When it comes to learning, Alphas are all about using games to harness knowledge. “Gaming surrounds all facets of their lives and has created a basic expectation that play should be a part of many of their experiences,” the study noted as an important takeaway for brands. In fact, when they were asked about brand experiences they’d most enjoy, more than half of the respondents (53%) chose games and apps that teach useful skills.

Within edutainment, there’s a particularly strong appetite for short and sweet content as Gen Alphas prefer efficiency in both time (62%) and simplicity (63%). It could explain why hacks and how-to videos ranked as this group’s top learning source, with AI tools like ChatGPT taking fourth spot on the list (behind friends/family and teachers).

“They value quick tips, shortcuts and actionable insights,” the study emphasized. “Marketers need to recognize this mindset and ensure that brand education is delivered through bite-size, practical content that captures their attention and meets their desire for quick, useful knowledge.”

Despite their high tech usage, today’s tweens are still drawn to IRL experiences. Nearly 83% of respondents said that they like brands that have physical stores. However, the study notes that traditional star power is not enough to reel them in anymore. Only 21% of tweens see celebrities/athletes as role models, and an even smaller percentage would be swayed to favor a brand based on celebrity endorsements (14%) or great commercials (20%). 

Meanwhile, a whopping 81% of kids surveyed said they favor brands that make them feel like part of a community. Content creators have more favorability, with 36% viewing them as aspirational role models. Roughly 87% of Gen Alphas said they would trust someone who helps others with their content. And around the same percentage (86%) have a lot of love for real-life stories that include flawed moments, not just the perfect parts.

The study has Nike on top right now as Gen Alpha’s favorite brand, with Apple, Adidas, LEGO and Samsung rounding out the top five. (Researchers involved have labeled these brands as “enablers of inspiration and creativity.”) This is quite a shift from a definite food/snack focus in Gen Z’s top five brands, according to a 2012 Beano Brains study: McDonald’s, M&Ms, Oreo, Doritos and Wii. 

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