Gen Zalpha: Shaping the future of ecommerce with pester power

In 60 seconds:

• Gen Zalpha is a hybrid generation made up of the youngest members of Gen Z and the oldest members of Gen Alpha. They’re currently ages between 9-14-years-old. 
• 52% of Zalphas are already showing an interest for brands; earn their respect now, and you’ll be set for the future.
• Gen Zalphas have grown up in the fast-moving world of ecommerce, and for Alphas, this is totally ingrained in their everyday lives. 

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Move over Gen Z, there’s a new cohort in town. And this time, they’re digitally fluent. 

Introducing: Gen Zalpha. 

This is a generation growing up on social media - a generation accustomed to the world of iPads, TikTok, and smartphones. And, frankly, they’re changing the world. 

In January 2024, Pion conducted research of over 2,000 Zalphas across the US and UK aged between 9-14-years old, surveying them on topics ranging from their values and social media to tech and purchasing intent.

In this blog, we ask what the future looks like for the world of marketing, hear from the experts speaking at our Youth Marketing Strategy festival in 2025, and ask the all-important question: who actually is the next generation?

Who, and what, is Gen Zalpha?

A hybrid generation made up of the youngest members of Gen Z and the oldest members of Gen Alpha, Gen Zalpha are currently ages between 9-14-years-old. The youngest Zalphas are children of Millennials, and already, we’re seeing a huge generational difference between Gen Z and Gen Zalpha.

In terms of their interests, Pion’s 2024 survey revealed Zalpha’s number one priority to be their family (77%), followed by spending time with friends in person (66%), gaming (60%), and their pets/animals (47%). But the most notable data point? Their interest in celebrities. 

Unlike Gen Z, who are invested in the ongoing and lifestyles of the famous faces and creators taking over popular culture, only 4% of Zalphas are bothered about keeping up with the lives of celebrities. 

Why should brands be thinking about Gen Zalpha?

Zalphas have grown up through it all: pandemics, inflation, the internet, political uncertainty, climate change… it’s a lot. No one knows for certain what impact this will have on them, but one thing’s for sure - brands will play a big part in it. 

52% of Zalphas are already showing an interest for brands, with some of their favorites including Adidas, Barbie, Disney, Nike, Roblox, and Xbox. And whilst many of them won’t have much disposable cash of their own, they’re leaning heavily on their parents and guardians when it comes to shopping. This is a generation who are forming their own opinions, likes and dislikes, and for brands, this couldn’t be a more important time. 

Earn their respect now, and you’ll be set for the future (and when it comes to their parents’ wallets!). 

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The power of purchasing (and pestering)

As mentioned, for the younger members of this cohort, their power is in the pester, not the purchase. For brands, this means that targeting Millennial and Zillennial parents is crucial. However, the more positive a view Zalphas have of your brand, the more likely they are to pester their parents into buying. 

Essentially, it’s about targeting Zalphas and their parents. 

In terms of what influences Zalphas to ask their parents/guardians to buy a product, Pion research revealed: 

• 66% it’s a brand they like 
• 46% friends have it 
• 34% a brand considered cool 
• 15% good for the planet 
• 17% favorite creator/influencer has it 

Sounds overwhelming? We’ve got you. Join us at YMS NYC and hear from our panel of marketing experts during the session Hello Gen Alpha! What does it mean to be a brand that kids love?, where we’ll be discussing what purchasing influence Gen Alpha has in their household, and how they’re balancing tactics, messaging, and platforms for kids and their parents. 

How are Gen Zalpha shaping the future of ecommerce? 

Gen Zalphas have grown up in the fast-moving world of ecommerce, and for Alphas, this is totally ingrained in their everyday lives. 

Pion research revealed that 27% of Zalphas spend 2-3 hours a day using a screen and 46% are already using social media; these younger generations know they can talk back to brands and aren’t afraid to let their thoughts be known… that’s both good and bad news for you! 

As a generation with high expectations and a tendency to be guided by their friends and peers (instead of influencers), the ecommerce industry might feel like a scary place to be right now. 

Fret not. 

Our YMS session The Transition to Zalpha and What That Means for Retail Brands will dive into this topic in more detail; our panel of leading retail experts (including Andie Swim, Marketing Director at Morgan Decker) will share what the transition to Zalpha really looks like, how young consumers are shaping the ecommerce space, and the strategies that are winning over this young demographic. 

And if that wasn’t enough, we’ll also be joined by Paula Perez (Social Engagement & Community Growth Specialist at Oatly) and Christina Vittas (Social Media Manager for Sesame Workshop (and, most importantly, the online voice of Elmo)) as we discuss what it’s really like to be a unique voice on social media. The pair will be taking to the YMS stage to share how they navigate tone of voice, audience engagement, superfands, real-time interactions and social listening. 

So, there you have it: the next generation. They’re learning, socializing, and shopping in different ways, but get on their radar now, and you’ll be set for the future. 

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Want to hear more from our speakers and tap into the world of Gen Alpha and Gen Z insights? Join us at YMS New York as we return to Brooklyn in 2025.