Gen Alpha vs Gen Z: Two Generations, Two Totally Different Consumer Playbooks

As Gen Alpha begins turning 16 in 2026 and establishes itself as a new generation of independent consumers, brands might be tempted to continue business as usual. After all, this is just Gen Z 2.0, right? No need to change tactics.

But that assumption could put brands firmly on the back foot. Attest’s latest research into the attitudes and behaviors of Gen Alpha teens reveals clear, measurable differences between this cohort and their Gen Z predecessors – differences that will reshape how researchers, marketers and brands need to think about engagement in the years ahead.

Born between 2010 and 2025, Gen Alpha is the first fully AI-native generation. They’re growing up in a world where artificial intelligence is not just a tool, but a natural part of how they search, learn, create, and even socialize.

At Attest, we’ve been tracking the emergence of this cohort closely. Our Gen Alpha Report draws on responses from 1,000 US parents of 15- and 16-year-olds. The findings reveal a generation that’s already shaping the next phase of digital life – pragmatic, financially aware, and strikingly independent in thought and action.

We call them the Autonomous Generation. And for researchers and marketers, that autonomy changes everything.

Digital Architects, Not Digital Natives

Gen Z were the digital natives; the first to grow up online. But Gen Alpha? They’re digital architects.

Where Gen Z curated their lives through social media – polishing content for likes and followers – Gen Alpha is busy building. Nearly half (46%) already use AI as a search engine, while 44% use it to help with schoolwork. More than a third (39%) use it for creative projects, such as generating images or videos, or building apps.

Computer science has even become the top job choice for Gen Alpha teens. In comparison, Gen Z were more likely to aspire to traditional career roles like doctor, teacher, or lawyer at the same age in 2020 [source: OECD].

This generation doesn’t see AI as a threat or novelty; it’s a natural extension of how they think and explore. And it’s reshaping creativity itself. For researchers, that means that “digital fluency” no longer signals future-readiness – it’s the baseline.

Gen Alpha’s creativity is collaborative, experimental, and often mediated by technology. Understanding how and why they use AI will be critical to designing meaningful brand experiences in the decade ahead.

Gaming Is the New Prime Time

For Gen Z, TV and social media were their cultural anchors. For Gen Alpha, it’s gaming.

Our data shows that 43% of Gen Alpha teens spend more than three hours a day gaming, compared with 41% who spend that long watching TV and 34% listening to music or podcasts.

Overall, 96% of 15- and 16-year-olds spend at least some time gaming daily. Gaming is where they learn teamwork, build social circles, and express identity. It’s also where they encounter brands most naturally, through immersive, participatory experiences.

TV still plays a role for Gen Alpha, though less dominant than for Gen Z, 48% of whom watch for 3+ hours daily. So while advertisers can still reach them via their preferred streaming platforms, campaigns designed for passive viewing are unlikely to resonate.

Instead, brands must invite Gen Alpha consumers into the process. Integrating interactive experiences, and prioritizing gamified campaigns and co-created content will be key to building long-term relevance as this generation’s influence and spending power grows.

Financial Independence Starts Early

Gen Alpha’s autonomy isn’t just digital; it’s financial.

In the US, 53% of Gen Alpha teens receive more than $100 a month, and many are earning it themselves: 26% have part-time jobs, while 20% earn through gig-style work such as babysitting or dog walking.

Nearly half (47%) have more than $1,000 in savings, and one in ten has over $10,000 set aside (including money held in trust). This gives them a strong financial footing as they approach adulthood and suggests they could be more financially switched on than their Gen Z predecessors, only 31% of whom had more than $1,000 saved up at a similar age in 2017 [source: Ipsos].

They’re already well-versed in financial services, too. Nearly a third of Gen Alpha teens have an account at a traditional bank, while 28% have a digital account, and 51% have a dedicated savings account. Over half own debit cards. This generation isn’t just comfortable managing money; they expect to. 

For researchers, this growing financial engagement opens new questions. How do teens think about value? What motivates them to save or spend? How much influence do parents still have on financial decisions? Understanding these nuances will be key to predicting future consumption patterns.

A New Kind of Moderation: Digital-First Socializing

Gen Alpha is taking Gen Z’s moderation mindset even further. While Gen Z pushed back against the excesses of earlier generations – drinking less, smoking less, and prioritising wellbeing – Gen Alpha is extending that trend into an entirely new kind of youth culture.

Just one in five Gen Alpha teens (20%) have tried alcohol, compared with 56% of 10th graders in 2011 [source: Monitoring the Future]. Cigarette use is even lower, at 14%, and while vaping has emerged as a modern substitute, it’s still relatively contained to a quarter of the cohort. What’s clear is that this generation’s idea of connection, rebellion, and identity formation no longer revolves around physical gatherings or risky experimentation.

Instead, Gen Alpha’s social lives are unfolding almost entirely online. They connect through multiplayer games, social platforms, and streaming communities. These are digital-first spaces that provide entertainment, belonging, and self-expression.

Digital-first socializing means Gen Alpha can be reached where they already are, but it also raises the stakes for authenticity and wellbeing. Brands that treat online engagement as simply another ad channel risk alienating a generation that sees the digital world as an extension of who they are.

The Data Gap (And the Opportunity for Researchers)

Despite being on the cusp of adulthood, Gen Alpha is still largely unmeasured. Most consumer data models, brand trackers, and media studies still tend to focus on Millennials and Gen Z. But by 2033, Gen Alpha will make up 14% of the US workforce and hold billions in spending power [source: EY].

That means the time for brands and agencies to start studying them is now – while their habits, values, and expectations are still forming. But the key is to keep studying them. Because, if one thing’s for certain, it’s that Gen Alpha will evolve as quickly as the technology around them.

Download Attest’s Gen Alpha Report for the full story, or watch a snappy 10-minute on-demand webinar setting out the key differences between Gen Alpha and Gen Z.