Dive Brief:

• Older Gen Alpha consumers between the ages of 9 and 13 like to shop and influence purchases, with 68%  owning a luxury product by the age of 10, according to Razorfish data. This generation was born between 2010 and 2024.
• The cohort puts a heavy emphasis on beauty products, regardless of gender. One-third of Gen Alpha tweens have more than three beauty products for daily use and 73% are interested in teaching a parent about skin care, according to the report.
• “Gen Alpha: A cohort of influential tweens” found that this group holds significant sway over purchases made by parents. Over half, 61%, have the final say on which car their parents purchase and 61% have a big influence on what their family eats.

Dive Insight:

Older Gen Alpha consumers are now in their tweens and are demonstrating purchasing power and influence over what their family purchases. However, it would be a mistake to loop this generation in with pervious ones as their values around spending can vary. For example, Gen Alpha shows less interest in socially conscious and sustainable purchase choices, per Razorfish, with only 38% saying they would pay a premium for an eco-friendly vehicle.

The study was conducted in partnership with GWI and was conducted in the U.S. between October 2024 and November 2024. Approximately 2,300 kids between the ages of 9 and 13 participated.

Beauty has captured the attention of Gen Alpha tweens, regardless of gender. Nearly half (45%) of Gen Alpha tween boys are interested in skin care, 69% want to prevent wrinkles and 25% have a skin care routine that consists of three to five products. Seventy-five percent of Gen Alpha tweens overall are interested in social media beauty content and 38% make their own beauty content, according to the report. 

However, Gen Alpha’s interest in beauty and skin care comes with concerns. Over 30% experiment with beauty products which contain ingredients intended for those three times their age, including retinol and collagen. The research indicates that this age group isn’t overly aware of the ingredients in the products they use, with over 50% saying they have little knowledge on the subject. This doesn’t stop the 72% who want to teach their friends about their routine, according to the report.

Gen Alpha values inclusive representation, with 63% saying it is important. At the same time, 80% have used a social media filter.  Additionally, while living much of their life online, two-thirds prefer to pay a premium for real-life products over digital ones. 

For marketers looking to reach tweens, recognizing older Gen Alpha consumers as key decision makers is important. Marketers should also acknowledge that Gen Alpha doesn’t follow traditional gender roles and spends a lot of their life online, according to the report.