The new kids on the block are defined by their ambition, says Lisa Gramling at Momentum Worldwide. And they’re not content with a lemonade stand.
A is for Alpha (Tanzim Akash via Unsplash)
The Alphas (born 2010–2024) have surprised quite a few of us. When this generation first arrived on the scene, the consensus was that they would simply be privileged and screen-addicted. Some observers predicted they wouldn’t know how to write, only type. I, for one, attended a trends workshop soon after the first group of Alphas was born and still have the notebook from the session. My scribbled thoughts on this little group of toddlers – recounting what the presenter was telling us all – ended in a single, final word: ‘yikes’.
But Gen Alpha is proving us all wrong. Privileged? Perhaps, but every generation is to an extent. Screen-addicted? Gen Z currently holds that honor, averaging six hours and 27 minutes a day of screen time, according to a recent study from Harmony Healthcare. And yes, Alphas can write (though their typing skills, especially texting, are pretty fierce). What most of us didn't have on our 2026 bingo card was that Alphas, with the oldest of their generation just turning 15, are financially savvy. You might be wondering: ‘How did this come to be?’
The answer is technology. The trend workshop I attended years ago spoke to the perceived negative impact that technological advancements would have on this young generation, largely rooted in fear of the unknown and the expectation that changes could be bad. And while some advancements have undeniably caused chaos and uncertainty, their constant connection to the digital world has, in fact, equipped Alphas with very practical and smart life skills.
As digital natives, Gen Alpha are growing up with a remarkable amount of access to financial information and tools, often delivered through gamified financial education apps like GoHenry and Acorns Early. Their parents, the majority of whom are Millennials, are notably open about money – a necessity given today’s economy – meaning Alphas are intimately familiar with concepts such as financial management, savings, and investments. They want to learn, earn, and save now. Consequently, their entrepreneurial spirit is on full display.
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Gen Alpha's financial interest and drive isn't a hobby, it's a mindset. They are already diving into full-fledged employment initiatives such as digital reselling, generating income through online games, and co-creating brands with their parents. For this generation, playtime means profit. This proactive approach is driven by a desire for financial independence that goes far beyond collecting an allowance. According to research from Acorns, the shift is widespread: 69% of US Gen Alphas aged six to 14 have started or plan to start a side hustle, primarily driven by the need to earn extra income (58%) and save for future goals. This digital-first generation is taking in all the economic uncertainty and turning financial independence into their top priority.
Still finding it hard to believe? The results speak for themselves. We’re seeing real-world brands founded or co-created by Alphas, such as LilToyBox, a UK-based online shop founded by a seven-year-old. Or the skincare brand Sincerely Yours by Salish Matter, co-created with her influencer father and expert consultants, which is taking the industry by storm (and drawing unexpectedly massive crowds at their promotional events). While these two examples serve as extreme examples of success, they provide Gen Alpha with inspiration and motivation to take on their own financial endeavors, no matter how big or small.
As we look to 2026, with many brands still laser-focused on connecting with Gen Z, we shouldn’t ignore the generation that quickly follows. Alphas are curious, savvy, and actively looking to be empowered. Giving them the tools and support to launch their ideas and participate in the digital economy will go a long way.
I can’t wait to see what else they’re up to.
Momentum Worldwide
Momentum Worldwide is the preeminent global experience agency combining creative, technology, strategy and design to deliver experiences that make brands matter...
