From influencers to AI, here’s what Gen Alpha thinks about your brand

Marketing school was in session at Shoptalk Fall in Nashville, but this time, the students were the teachers.

Last week, a panel of five Gen Alpha shoppers, ranging from middle schoolers to high schoolers, took the stage to talk candidly about what they want and don’t want from the brands competing for their time, dollars and clicks. The conversation touched on various topics, from the use of AI in ads (“That’s a huge turnoff”) to why analog media is so hot right now (“I do need to feel different and unique”).

Many retailers and brands today are focusing on Gen Z, given that the generation’s purchasing power is projected to reach $12 trillion by 2030. But Gen Alpha, the oldest of whom are in their late teens, is increasingly catching their eye. That cohort now influences nearly half of total U.S. household spending in families with children ages 8-14. It also has $100 billion in direct spending power annually — or roughly three times Iceland’s GDP. Amazon, Nike and McDonald’s rank among the top brands in households with Gen Alpha teens, according to a 2026 study by HarrisX and Allison Worldwide.

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