Generation Alpha, the youngest and perhaps most intriguing and unexplored generation, is growing up in a world where technology, AI, and smart devices are naturally folded into their daily life. Born in 2010 and still being born through 2025, they are expected to be the most tech-savvy generation yet, having never known a world without smartphones and social media.

This generation, sometime called a “landmark generation,” is projected to be the largest in history. With over 2 billion people currently and about 2.5 million being born globally each week, their economic footprint is anticipated to reach $5.46 trillion by 2029. Right now, Gen Alpha’s influence on household spending is significant, with 49% of household purchases impacted by their preferences. Even more impressive, 92% of parents say their Gen Alpha kids regularly introduce them to products, brands, and services.

Gen Alpha is characterized by their diversity and global mindset, with exposure to different cultures and ideas from a young age. They are also environmentally conscious, driven by the climate issues they are growing up with.

Their tech immersion is shaping their expectations for education, work, and social interactions, with a strong focus on sustainability and digital engagement.

They are often referred to as “iPad kids” due to their early exposure to digital devices, and many receive their first smartphones around age nine. This generation is already engaging with AI tools, with a noticeable gender gap in adoption—54% of parents report their sons use AI tools compared to 45% for daughters. The COVID-19 pandemic has turned online interaction into a norm, with virtual classrooms becoming a part of their education. This shift also means the loss of some beloved school breaks, like “snow days,” now being replaced by e-learning days. Gen Alpha kids also have access to payment apps and debit cards designed for youth, which introduces them to spending and financial understanding at an early age. However, their constant connectivity can lead to information overload, increasing their risk for burnout.

Although Gen Alpha is still forming its identity, they are already showing a preference for personalized experiences and inclusivity in brand interactions. As they grow, their expectations for authenticity and representation will shape the market, pushing brands to align with their values. This generation’s entrepreneurial spirit and adaptability suggests they will be key drivers of innovation and change, making them a very crucial focus for businesses looking to stay relevant in the next decade.

While not widely known across older generations, many young Gen Alpha celebrities are social media influencers making a significant impact within their own age group. Ayla Palmer entertains her audience with posts about her American Girl dolls and has even launched her own clothing line at just 7 years old. Ryan Kaji, the star of Ryan’s World, shares engaging content that includes science experiments and visits to the White House, earning him a massive viral following. TikTok influencers like Harper Zilmer entertain with lip-sync and dance videos, while twins Koti and Haven Garza share skincare routines and fashion tips, also boasting a huge following.

These young influencers are just a small portion that kids are relating to, building growing celebrity status and shaping trends among Gen Alpha. Being able to connect through relatable content makes them key figures for brands looking to engage this emerging generation on platforms like TikTok and YouTube, where authenticity and representation are crucial.

Generation Z, the first true digital natives born between the mid-1990s and early 2010s, was born into the internet age and makes up about 22% of the global population and 27% of the workforce.

This generation is a true melting pot, with a significant racial and ethnic diversity — 51% are non-Hispanic white, while a quarter are Hispanic, and 15% are non-Hispanic Black. Additionally, nearly 20% of Gen Z adults identify as LGBTQ+, compared to just 7% of all adults. This global perspective influences their tastes in music, fashion, and entertainment, making them the first generation to truly embrace a worldwide culture.

Also shaped by events like the Great Recession, social media, and climate change awareness, Gen Z is diverse, socially conscious, and practical about money and education. This generation is characterized by their tech-savviness, entrepreneurial spirit, and a strong desire for authenticity and personalization. They value experiences over material possessions and prioritize purchases from businesses that align with their values.

Known for their entrepreneurial spirit and advocacy for social justice, people in this generation can quickly adapt to new technologies and prioritize mental health and work-life balance more than previous generations. In fact, 60% of workers in this generation say a traditional “9 to 5 job” is soul-sucking, with 43% also claiming they don’t desire to work a traditional 9 to 5 job at all. Although they experience more stress and anxiety from their digital habits, Gen Z prioritizes self-care and well-being, recognizing the importance of mental health in contributing positively to society.

Generation Z is a key demographic that companies and brands are focusing on due to their massive spending power and influence. They hold over $450 billion in spending power globally. On track to become the wealthiest generation, the spending power of Gen Z is suggesting this could grow to $12 trillion by 2030.

Gen Z’s are known for their good judgement in buying habits, often doing extensive research and relying on online reviews, word of mouth, and social media before making purchases. Their reliance on recommendations from influencers is the highest of any generation, with 22% relying on these endorsements to build relationships with brands. However, this generation shops in-store the least, with only 28% preferring physical stores. Alternatively, they lead in social media shopping, with platforms like YouTube, Snapchat, Instagram, and TikTok being their top choices.

Gen Z loves indulgence and personalized experiences, often placing a premium on community over affordability. While they also enjoy a good deal, they are willing to invest in luxury items to express their uniqueness. Interestingly, only 43% of Gen Z claims to be loyal to brands, but 37% participate in loyalty or rewards programs, searching for the best deals and using loyalty apps. This shows that they appreciate brands that engage with them meaningfully.

Famous Gen Z influencers have made – and continue to make – a significant impact. Billie Eilish redefines music and fashion with her unique style, while Greta Thunberg inspires global climate action through her passionate advocacy. Kylie Jenner, a social media icon, has transformed beauty standards and entrepreneurship, showing how to leverage influence effectively. Simone Biles has set new records in gymnastics and advocates for mental health awareness, emphasizing the importance of well-being in sports. Olivia Rodrigo connects with her audience through relatable music and support of women’s empowerment, and Emma Chamberlain engages fans with her authentic content. These influencers, and many more, are seeking to make a true difference through their platform by inspiring change and innovation to make the world a better place.

Millennials, also known as Generation Y, are a dynamic group that came of age during significant global events like 9/11 and the Great Recession. Known for their tech-savvy nature, they are purpose-driven and experience-oriented consumers who value brand authenticity and social causes. Millennials grew up with technology at their fingertips, and many younger people in this generation don’t remember life before the World Wide Web.

Millennials rely heavily on online reviews and social media for product recommendations, showcasing their digital fluency. They are thoughtful buyers, willing to pay more for unique and popular products but also value-driven, especially when raising families.

As the oldest Millennials enter their 40s, they focus on family-friendly foods and activities. Their influence on the sharing economy is notable, as is their impact on food trends like avocado toast and cold brew.

Millennials are also savvy with their finances, often seeking the best deals and showing a growing interest in private label brands. They are traditional foodies, eager to explore new flavors and pass this culinary curiosity to their Gen Z or Alpha kids.

Many studies also confirm that this generation is projected to have lower wealth than their previous generations due to life-changing financial events in the prime of their income-earning years. CNBC reports that “While the average millennial has less wealth at the age of 35 than previous generations, the top 10% of millennials have 20% more wealth than the top baby boomers at the same age.” This causes a “class war” wealth gap, and assumptions might be made that big purchases like home buying can be out of reach for the average Millennial.

This generation is also leading the charge in direct purchases from brand websites and mobile apps, sharing this trend with Gen Z. With 43% of Millennials shopping weekly via mobile phones, they have the highest purchase intent for home entertainment and consumer electronics, while also spending on takeout food, fashion, and health products.

Many famous Millennials have made a powerful impact on culture and society. Taylor Swift has not only dominated the music scene but also used her platform to advocate for LGBTQ+ rights and social justice. Beyoncé empowers women and promotes social change through her music and activism, while Emma Watson champions sustainability and gender equality. Mark Zuckerberg has also revolutionized communication and social networking around the world. These influencers reflect the values of their generation, showing that fame can be a force for good and inspire others to create positive change.

Often seen as the “middle child,” Generation X is smaller than both Baby Boomers and Millennials. In fact, there are about 65 million Gen Xers in the U.S., compared to over 70 million Baby Boomers.

They make up about 30% of U.S. households, which spend the most on consumer-packaged goods and general merchandise, averaging $16,880 annually. Often called the “Latchkey Generation” due to their hands-off upbringing, they developed excellent DIY skills and a knack for fixing things instead of buying new.

This generation grew up during the end of the Cold War, the rise of personal computers, and the beginning of the internet spread, which shaped their practical and adaptable nature. Their hard work pays off as Gen Xers are also known for their entrepreneurial spirit, having founded many successful tech startups.

It’s also no surprise that before making purchases, they dive into research, using internet search engines to thoroughly evaluate products. Known for their independence, Gen Xers comfortably navigate both traditional and digital shopping methods. Nearly a third prefer shopping on online retail giants like Amazon, highlighting their embrace of convenient technology. They tend to be more brand-loyal than younger generations but are not fond of exaggerated marketing campaigns. Also, this generation is influenced by their children, typically Gen Alphas, which is highlighted in our Generation Alpha section.

This generation’s current-day nostalgia is often used in marketing campaigns and product developments. For example, the popularity of sequels and reboots of movies and TV shows from their youth, like “Cobra Kai,” “Beetlejuice Beetlejuice,” and “Top Gun Maverick.”

As Gen X continues to influence culture and society, their resourcefulness and adaptability remain key traits that define their legacy. Joaquin Phoenix, for example, advocates for animal rights and environmental issues. Matt Damon co-founded Water.org to provide safe water access, while Jennifer Lopez champions education and health initiatives for underserved communities. Leonardo DiCaprio raises awareness about climate change through his activism, and Elon Musk revolutionizes technology with Tesla and SpaceX, encouraging innovation.

Baby Boomers, born in the post-World War II era, grew up during a growth in the economy and witnessed significant social change. Their view of society and the world was previously shaped by witnessing major historical events like the Civil Rights Movement, the Vietnam War, and the Moon landing. This large generation is known for its optimism, competitiveness, and work-centric attitudes. They value relationships, are goal-oriented, self-assured, and resourceful.

The influence from Baby Boomers continues to shape consumer trends, making them a key demographic for marketers and businesses to consider. The population of Boomers reached about 73 million in 2020, according to the U.S. Census Bureau. Despite a decline in their population, Baby Boomers still hold significant buying power, controlling the majority of 51.8% of household wealth as of the end of 2023. Also, as many people in this generation are looking to the future to retire, they are financially comfortable with plenty of disposable income as empty nesters.

While they might not enjoy shopping as much as younger generations, they are willing to spend more on leisure and luxury products, often without worrying as much about sustainability as younger generations. They tend to enjoy in-store shopping experiences, with more than half preferring to walk the aisles when shopping. Also, according to USAFacts.org, American women in this generation are outliving men by an average of 5.8 years, making the power of women an interesting focus area for brands.

Baby Boomers have a strong influence in categories like health and wellness, technology, travel, and home improvement. Also, products that promote healthy aging like supplements and functional foods are likely to resonate well. Additionally, while they may adopt technology at a slower pace, Boomers appreciate devices that enhance their lifestyle and independence, making user-friendly tech products a promising area for development.

Influential Baby Boomers like Ellen DeGeneres, Oprah Winfrey, Bill Gates, Elton John, Steve Wozniak, Dolly Parton, and Tom Cruise have profoundly shaped culture and society. They, along with others in their generation, have transformed entertainment and media, driven social change, and revolutionized technology.

In the United States, there are about 23 million people in the Silent Generation, making them one of the smaller age groups. The name “Silent Generation” first appeared in a 1951 Time magazine article, which noted that they were quieter than their parents’ generation, known as the “Flaming Youth.” Despite their quieter nature, they were key players in the Civil Rights Movement and were part of what President Richard Nixon called the “Silent Majority,” a group of Americans with conservative views who often went unheard.

Also dubbed the “Traditionalists,” this generation grew up during tough times like the Great Depression and World War II. These experiences shaped their values, leading them to be frugal, respectful of authority, and hardworking.

Known for their resilience and practical approach, they put higher value on face-to-face communication and usually prioritize saving money over spending. This generation appreciates stability and tends to stick with brands they trust, often preferring traditional advertising methods. In fact, only 6% of them used a mobile or smartphone to shop.

While they may be skeptical of new technologies, their smaller population—due to lower birth rates —has not stopped them from making a big impact. Although they are one of the smaller generational groups, the Silent Generation still holds significant economic influence, wielding a large portion of household wealth alongside baby boomers. They are active consumers in lifestyle and entertainment, healthcare, financial services, and housing.

Many influential figures have shaped and continue to shape culture and society. Notable names include Martin Luther King Jr., Elvis Presley, Muhammad Ali, Neil Armstrong, Gloria Steinem, Warren Buffett, Marilyn Monroe, and political figures such as Joe Biden, John McCain, Ruth Bader Ginsburg, and Jesse Jackson. These individuals have made significant contributions in areas like civil rights, music, space exploration, and politics, demonstrating the lasting influence of this remarkable generation. Their legacy continues to inspire and impact future generations.