All About Alphas

Part of the Engaging Youth Series 2025, this first report explores what growing up looks like in the UK for Generation Alphas, born 2010-2024

The first in the Engaging Youth Series I’m sharing this year is a report called All About Alphas, which you can read in full here.

As many of us look to better understand younger generations, either for engagement now or with an eye on preparing for them as audiences in future, we know there are shifts in how they are experiencing life that may help us prepare our marketing and communication strategies.

Beyond this however, is a need for a whole-organisation approach. It’s undeniable that quick trends and habits just aren’t going to cut it, not if you really want to connect, build community or quite simply do better by young people.

Over 30 research reports from the last year or so have underpinned this report, running through key themes and contexts of children within this generation; their health and relationships, education, work and future view, and their media habits.

I’ve pulled out some of the key themes, some useful stats and shared all of the sources so you can explore and read them in more detail, if they’re helpful to your specific challenge or sector.

As with any strategy involving youth audiences, doing your own insight and using your own data based on your specific audience is best, however some of this bigger perspective and macro-level data can help you get started. Reports are typically UK based and I’ve flagged where some are country specific - there are so many more data sets and reports than these however, so I’d recommend searching for other localised findings to help inform your approach too.

I’ve shared a framework for how you might want to take an organisation-wide approach and related this to a marketing and communications framework I’ve created that you could apply. I’ve also pulled out some of the key themes to consider about Gen Alpha and how these may inform some of your approaches to engage them this year.

I’m always cautious of articles and reports that promise you ‘everything you need to know about…” because let’s face it, labelling entire cohorts and generations is flawed from the get go. What All About Alphas will do is share some of the concurrent themes and contexts of growing up in the UK. What you can do is map out your own specific audience groups within a cohort of ‘Gen Alpha’ in order to better align your marketing and communications.

I hope you find it useful! Next Engaging Youth 2025 drop is coming soon.

If you’re using a screen reader, I’ve put together the content in a plain text document for you here.