If you’ve spent any time on TikTok lately, you’ve probably seen the "Sephora Kids" discourse. Pre-teens roaming the aisles of high-end beauty stores, demanding Drunk Elephant retinol creams that their skin definitely doesn’t need yet. This is your first real introduction to the cohort after Gen Z.
They are Generation Alpha.
Most people are still trying to figure out what Gen Z is doing with their wide-leg jeans and middle parts, but the world is already shifting beneath our feet. These kids weren't just "born into" technology; they are essentially a living experiment in what happens when the physical and digital worlds merge before a child even learns to walk. Mark McCrindle, the social researcher who actually coined the name, defines them as anyone born between 2010 and 2024.
That means the oldest Alphas are hitting their mid-teens right now. The youngest? They’re being born as you read this.
Who exactly is Generation Alpha?
It started with a simple realization. McCrindle noticed that every 15 years or so, a new generation emerges with a distinct "vibe" shaped by the world around them. Since Gen Z ended in 2010, we needed a new label. Instead of going back to "A," researchers went with the Greek alphabet. Alpha. It signifies a new beginning.
They are the children of Millennials.
Think about that for a second. Millennials—the generation that famously killed the napkins industry and obsessed over avocado toast—are now the ones raising the next 2 billion people. This matters because Millennial parenting styles are radically different from the Boomer "go outside until the streetlights come on" approach.
Alphas are growing up in "sharenting" households. Their first ultrasound was likely posted to Instagram before they even had a heartbeat. By the time they’re five, they often have a digital footprint larger than a 50-year-old. It’s wild.
The iPad Kid trope isn't just a meme
We have to talk about the screen time.
For Generation Alpha, the screen isn't a device; it’s a limb. While Gen Z remembers a time before every single person had a smartphone, Alpha doesn't. They are the first "Glass Generation."
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They don't use Google; they use YouTube and TikTok. They don't play in the backyard as much as they play in the "metaverse" of Roblox or Minecraft. This isn't just a hobby. It’s their primary social square. In Roblox, they aren't just playing games; they are attending concerts, buying digital "skins" for their avatars, and learning the basics of a digital economy.
Is it actually changing their brains?
The data is still coming in, but experts like Jean Twenge, author of Generations, have raised some serious red flags. Attention spans are getting shorter. Deep reading is becoming a struggle. When your brain is conditioned from age three to get a dopamine hit every 15 seconds from a YouTube Short, sitting down with a 300-page book feels like a chore.
But it’s not all doom and gloom.
These kids are insanely tech-literate. They can troubleshoot a WiFi router or edit a video better than most corporate executives. They are visual learners. They process information at a speed that would make a Gen Xer’s head spin.
Why 2010 was the perfect storm
Why did the generation start in 2010? Why not 2012 or 2008?
A few massive things happened that year. The iPad was released. Instagram launched. "App" was the Word of the Year.
Basically, the infrastructure for a totally digital childhood was laid down in a single 12-month window. If you were born in 2010, you are a "COVID native." Your middle school years were likely defined by Zoom classes and social distancing. While that sucked for their social development, it accelerated their comfort with remote life.
The "Sephora Kids" and the end of childhood
There is this weird phenomenon happening where the "middle" phase of childhood—those awkward years between ages 8 and 12—is disappearing. It’s called KGOY: Kids Getting Older Younger.
Alphas are bypassing the toy aisle.
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If you go into a Target, you’ll see 10-year-olds skipping the Barbie dolls and headed straight for the skincare section. They want the lifestyle they see on their feeds. They want the "aesthetic." This is creating a weird tension where Alphas look and act like 19-year-olds, but they still have the emotional maturity of a child.
They are the most diverse generation ever
In the United States and many other parts of the world, Generation Alpha is the most racially and ethnically diverse group we’ve ever seen. This isn't just a statistic; it changes how they view the world.
Concepts like "diversity and inclusion" aren't buzzwords to them. They are just the baseline reality. They are also being raised in a world where traditional gender roles are increasingly fluid. You’ll find that Alphas are much more likely to shrug their shoulders at things that used to cause massive culture wars 20 years ago.
What comes after Alpha?
Believe it or not, we’re already talking about it.
The generation after Alpha (starting around 2025) will likely be called Generation Beta. If the current naming convention holds, they’ll be born between 2025 and 2039.
It feels like we’re moving faster than ever. By the time the first Beta is born next year, the oldest Alphas will be preparing for college.
The Economic Power of Gen Alpha
Don’t let the "kid" label fool you. By 2029, when the oldest Alphas enter the workforce, their economic influence is going to be massive. Even now, they influence their parents' spending in a way previous generations didn't.
- They pick the vacation spot based on what’s "Instagrammable."
- They choose the brand of milk based on what they heard was sustainable.
- They are the reason brands like Stanley and Sol de Janeiro are seeing record profits.
Brands are terrified of them because Alphas can spot a "fake" or a "try-hard" from a mile away. If a brand isn't authentic, an Alpha will just scroll past.
Education is being flipped upside down
Traditional schooling is struggling to keep up. When you have a classroom of Alphas who can find the answer to any question in three seconds using AI, the "memorize and regurgitate" model of teaching dies.
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We’re seeing a shift toward:
- Gamified learning: If it doesn't feel like a game, they aren't interested.
- Personalized AI tutors: Every kid having a customized learning path.
- Soft skills focus: Since AI handles the data, humans have to handle the empathy, creativity, and ethics.
It’s a massive challenge for teachers who are still used to chalkboards and paper handouts.
Real talk: The mental health crisis
We can't talk about the generation after Gen Z without talking about the mental health elephant in the room.
Rates of anxiety and depression started climbing with Gen Z, and there is no sign of them slowing down for Alpha. Being "on" 24/7 is exhausting. Comparing your "behind-the-scenes" life to everyone else’s "highlight reel" at age 11 is a recipe for disaster.
Parents are starting to push back. There’s a growing "wait until 8th" movement where parents pledge not to give their kids smartphones until 14. But for many Alphas, that ship has already sailed.
How to actually communicate with an Alpha
If you want to get through to them—whether you’re a parent, a teacher, or a boss preparing for the future—you have to change your approach.
Kinda like how Millennials hated phone calls, Alphas hate anything that feels slow. They value visual communication. Emojis, memes, and short-form video are their primary languages. If you send them a three-paragraph email, they’re probably going to ignore it.
Honestly, they’re just looking for transparency. They’ve been marketed to since they were in diapers. They know when they’re being played.
Actionable Steps for Navigating the Gen Alpha Shift
Whether you're a parent or just a curious onlooker, the rise of Generation Alpha requires a strategy. It isn't just about "understanding the kids"—it's about preparing for a world that they will eventually lead.
- Audit your digital boundaries. If you have Alphas in your life, realize that their relationship with technology is addictive by design. Setting "analog hours" isn't just a good idea; it's a developmental necessity to preserve their ability to focus.
- Encourage "unfiltered" play. Since so much of their life is curated and digital, Alphas need tactile, messy, real-world experiences. Get them into activities where there are no screens and no "levels" to unlock—just raw creativity.
- Update your communication style. If you are in business, stop thinking about "customers" and start thinking about "communities." Alphas don't want to buy from a faceless corporation; they want to feel like they are part of a digital tribe.
- Watch the transition to Gen Beta. Keep an eye on the 2025-2026 birth years. That transition will mark another shift in how we define human development in the age of advanced Artificial Intelligence.
The generation after Gen Z isn't just "Z 2.0." They are a completely different animal, shaped by a world that is more connected, more digital, and more complicated than anything we’ve ever seen. They’re coming for the workforce, the economy, and the culture. You’d better be ready.