Born online. Building what’s next.
Gen Alpha isn’t just consuming the digital world, they’re creating it. Turning 16 in 2026, this pragmatic, independent generation already wields purchasing power that signals both opportunity and disruption for brands. Download Attest’s new Gen Alpha report to access exclusive data, and learn how brands can earn their attention, trust, and loyalty.
The Gen Alpha Report (US edition)
Meet the ‘Autonomous Generation’: the first wave of consumers to grow up entirely in a hyper-digital, AI-driven world. Far from being Gen Z 2.0, Gen Alpha is stepping into adolescence with unique values, skills, and expectations. This report, based on data from 1,000 parents, explores how brands must adapt to meet the needs of this demanding audience.
AI-powered people
For Gen Alpha, AI isn’t isn’t cutting edge, it’s commonplace and embedded in daily life. Nearly half use it for information gathering and school work, while many engage with AI on a personal level. 25% of Gen Alpha teens talk to AI for advice, companionship and emotional support.
Packing purchasing power
Gen Alpha teens are already financially autonomous and brand-aware, making regular purchases in fast food, digital products, personal care, and apparel. Over half (53%) receive more than $100 a month, and many are earning it themselves, through part-time jobs or side hustles.
