With this fast-growing cohort expected to reach 2.2 billion by 2024, it’s time to get familiar with these budding consumers. Now entering their teens, these digital ninjas have a strong sense of identity and are comfortable voicing their opinions.
So, what do they value most? Which brands do they admire? And how do they differ from Gen Z?

For a closer look at what makes Alphas tick, we partnered with The Pineapple Lounge and GWI to conduct qualitative and quantitative research. We found that, despite being surrounded by technoilogy since birth, Alphas have a surprisingly balanced outlook on life, including the beliefs that:

• Purpose matters
  Despite the rise of picture-perfect social media influencers, it’s purpose, not fame, that motivates most Alphas.
  

• Technology is a double-edged sword
  Believe it or not, Alphas take time away from tech (yes, even in the great outdoors) to safeguard their mental well-being.
  

• Streaming reigns supreme
  Alphas love big-name brands as much as the rest of us, but they’re not discovering them on prime time TV.
  

Most of all, Alphas understand the value of authenticity - in themselves, in others, and in the brands they adore. For this next generation of buyers, being real is the only way to be.