Meet Generation Alpha: An Emerging Force Behind Family Spending
New research shows that Generation Alpha (born between 2010 and 2024) is already exerting significant influence on household purchases, shaping how families spend discretionary income across categories from travel and dining to major home purchases, according to Teneo, the global CEO advisory firm.
Teneo’s Gen Alpha Consumer Influence Study interviewed 1,000 children born between 2010 and 2014, along with their parents. The survey questions covered family spending habits, the degree of influence Gen Alpha holds over household decisions, purchase criteria, brand loyalty drivers and sources of trustworthy information.
The findings revealed that this demographic of children influences nearly half of household spending decisions across the U.S. and the UK. In the U.S., this impact equates to approximately $255bn in consumer spend, while in the UK, it represents an estimated £25bn in discretionary household expenditure, underscoring the growing economic impact of this digital-first generation.
The results also challenge commonly held assumptions. Although Gen Alpha is the first fully digitally native generation, the group relies on family and friends rather than online influencers or digital communities when forming opinions and making spending decisions. They value transparency over trendiness and honesty over hype, seeking out people and brands that feel genuine rather than algorithmically amplified. The study suggests that, while highly confident online, Gen Alpha in the U.S. remains cautious about trusting the digital content they have grown up with: only 22% trust information from sources on social media, while 80% trust information from their parents.
In addition, in a reversal of Gen Z (1997-2012) spending habits, Gen Alpha prioritizes style and visual appeal ahead of sustainability or environmental considerations during purchase decisions. When asked what factors mattered most when choosing between two products, 51% of respondents said what fits their style was the most important consideration, as opposed to 16% who prioritized environmental impact.
Teneo’s Global Head of Consumer and Economics, Gee Lefevre, said: “Brands expecting Gen Alpha to follow suit from Gen Z on prioritizing ethical choices and being influenced by the online world could be in for a surprise. Our findings show a generation skeptical of media messages and steadfast in their opinions which co-pilot family decision-making to the tune of billions of dollars in discretionary spending. This challenges the long-held assumptions many hold about digital influence and suggests that the future of consumer engagement will depend less on viral reach and more on trust that feels human and real-world.”
Teneo’s Generation Alpha Consumer Influence Study was conducted by the firm’s in-house Research and Management Consulting teams. The survey was conducted among nationally proportional samples of 1,000 households in the U.S. and UK using a hybrid online and mobile methodology between October 29th and November 3rd, 2025. Double-opt-in affirmative consent was obtained from both participants and their guardians for all interviews with participants under 18 years of age.
