Gen Alpha isn’t coming; they’re already here. And they’re poised to rewrite the rules of marketing in ways most brands are wildly unprepared for.
In this episode of Question Everything, we sit down with Diana Kelter, North American Director of Consumer Trends at Mintel, to unpack what CMOs need to understand now about the generation that will define growth in 2026 and beyond. Drawing on Mintel’s data-driven research and cultural analysis, Diana offers a clear lens into how Gen Alpha is reshaping consumer expectations and what brands must do to stay relevant.
What CMOs will learn
- How growing up amid nonstop innovation has shaped Gen Alpha consumer behavior
- Why brand aesthetic is the new currency of relevance
- What brands must do to earn, and keep, Gen Alpha’s trust
Who Is Gen Alpha? Understanding the Next Generation of Consumers and Shoppers
For older generations, the relentless pace of technological change can feel overwhelming. For Gen Alpha, it’s the norm.
Raised on screens and surrounded by constant innovation, Gen Alpha is deeply tech-savvy and instinctively looks for shortcuts, optimizations, and creative workarounds. Faster cycles of innovation have trained them to imagine bigger, experiment faster, and solve problems in ways previous generations couldn’t.
According to Mintel’s consumer trend research, Gen Alpha evaluates brands through a blend of functionality, identity, and aesthetic alignment, not traditional demographic or category boundaries.
Rather than feeling paralyzed by endless possibilities, Gen Alpha is energized by them. They are always searching for the next opportunity to build, remix, or improve something. Momentum isn’t stressful for Gen Alphal. It’s actually motivating.
Why Brand Aesthetic Is the New Currency for Gen Alpha
It’s not fair, but it’s true: Gen Alpha is skipping the awkward phase many of us endured in middle school.
Unlike previous generations, Gen Alpha isn’t drawn to products explicitly marketed “for tweens.” Instead, they follow culture — tracking trends, creators, and visual worlds emerging across social platforms. Their sense of style develops earlier, and many purchasing decisions are guided by the aesthetics they’re drawn to.
For Gen Alpha, brand aesthetic isn’t superficial; it’s foundational. Brand choices are closely tied to identity, self-expression, and even wellness. The brands they align with are markers of taste and tools for constructing their identity and how they show up in the world.
From fashion and beauty to food and personal care, every brand decision must ladder back to a cohesive aesthetic. For Gen Alpha, brand choice is never incidental. It’s intentional. It’s emotional. And it’s deeply personal.
CMOs, take note: a clear brand aesthetic strategy is no longer optional. Packaging, product design, and storytelling all matter. Gen Alpha will instantly notice when something feels inauthentic. Fake it, and you won’t make it.
Earn the Invite or Don’t Show Up
Gen Alpha is highly sensitive to brands inserting themselves into communities or conversations where they don’t belong. As Diana explains, brands must earn their place in both digital and physical spaces. Authenticity isn’t a nice-to-have. It’s the cost of admission.
One category that has done this especially well is performance footwear, particularly running brands. By sponsoring local run clubs, consistently showing up at races and events, and creating products that genuinely enhance the experience, these brands become essential to the community. They’re always invited because without them, the party wouldn’t be the same.
For brands with a less obvious pathway into Gen Alpha’s world, transparency is key. This generation gravitates toward brands with a clear, unwavering purpose. They’ll immediately clock trend-hopping, overly scripted messaging, or desperation disguised as relevance.
Wishy-washy values, forced participation, or trying too hard to sell are all dealbreakers. Desperation isn’t cool and Gen Alpha knows it.
CMOs, Ask Yourself:
- Are you adding value to the spaces you show up in or just seeking attention?
- Does your brand voice sound fluent in the communities you engage with, or overly scripted?
- Who represents your brand in culture, and are they true insiders?
How Cross-Category Marketing Wins With Gen Alpha
Gen Alpha doesn’t shop in silos. They’ve grown up in a world where food, beauty, fashion, and lifestyle constantly overlap to support a cohesive aesthetic.
Mintel insights show that Gen Alpha responds most strongly to cross-category marketing strategies that reinforce a cohesive brand aesthetic across fashion, beauty, food, and lifestyle touchpoints.
Because categories blur together for them, cross-category marketing is no longer optional. Brands must think beyond their own lane. Rhode Beauty, for example, uses non-beauty products in its social content that align with their brand aesthetic.
Whether through collaborations, immersive retail, or digital experiences, every interaction should reinforce the same emotional payoff. In physical spaces, lighting, scent, texture, and sound matter. Online, that same intentionality must carry through your website and social channels.
Consistency across every touchpoint is no longer a nice-to-have; it’s how brands become memorable.
Become Gen Alpha’s Bestie
Functionality alone doesn’t differentiate brands for Gen Alpha. Vibe does.
They evaluate brands the way they evaluate potential friends: Do you fit into my life? Do you match my energy? Do you add something meaningful?
Brands that influence culture, innovate relentlessly, and consistently demonstrate value earn Gen Alpha’s loyalty. If your brand shows up in moments, conversations, and communities, not just carts, you’ll earn a place in their inner circle.
Want More?
Catch the full episode with Diana Kelter of Mintel on YouTube or wherever you get your podcasts. We also dive into:
- Marketing strategies responding to the anti-algorithm movement
- How CMOs can manage and mitigate backlash in 2026
- Gen Alpha’s evolving relationship with AI
See Mintel reports covering US Gen Alpha consumer behavior:
US Lifestyles of Gen Alpha Consumer Report 2025
US Gen Alpha and Gen Z Fashion Consumer Report 2025
How Gen Alpha Is Redefining Beauty and What It Means for the Industry
US Tween and Teen Personal Care Consumer Report 2025
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ABOUT THE QUESTION EVERYTHING PODCAST
Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and thought leaders in the hot seat. That means while they're facing off against our game board, you'll learn from the successes and failures of the best in the biz who were daring enough to be curious.
