A new generation, a new influence
Not too long ago, the idea of a 10-year-old shaping their family’s major purchases—like what car to buy or which skincare brand to trust—would’ve sounded completely out of place. But today, that’s not just happening—it’s becoming normal. And if you think Gen Z was digital-first, wait until you meet the older Gen Alpha tweens, who are not just using the internet—they’re shaping what people do on it and what they buy because of it.
They’re only between 9 and 13, but these kids are already rewriting the rules for brands, retailers, and marketers alike. And they’re doing it with a curious mix of online savvy, aesthetic awareness, and confidence that makes them stand out from any generation before. They’re influencing what goes into shopping carts, both digital and physical—and marketers are starting to pay close attention.
They’re not just watching—they’re driving decisions
In families today, it’s often the Gen Alpha tween who’s nudging their parents toward a certain brand or product. It’s not just about asking for something for themselves. Many of them are recommending things for their parents. Skincare is a huge example. These tweens aren’t shy about pulling a bottle of serum off the shelf and saying, “This one’s good for your wrinkles.” That insight alone speaks volumes about how trends in consumer behavior are evolving—and how young minds are starting to guide those shifts.
In fact, studies are showing that over 60% of Gen Alpha tweens have a big say in what their families eat and even which car their parents end up purchasing. That kind of influence wasn’t even on the radar a decade ago. Now? It’s a core part of marketing strategies for major brands.
The beauty boom no one saw coming
One of the most surprising developments has been how invested this generation is in beauty products. Skincare routines, once something that only became relevant in the late teens or twenties, are now a daily ritual for many 10- to 13-year-olds. Over a third of Gen Alpha tweens use at least three beauty products a day, and a growing number create their own social content around it.
This isn’t just trend-following. It’s a signal of much deeper changes in how product knowledge, aesthetic preferences, and self-expression are developing at younger ages. What’s more, 73% of these kids are excited to teach their parents about skincare—which says a lot about how trends in consumer behavior are becoming more circular between generations, rather than flowing top-down from parents to kids.
Why marketers are leaning in
Smart marketers aren’t treating Gen Alpha like “just kids.” They’re taking this group seriously as a new kind of consumer—a micro-influencer with macro impact. That means rethinking everything from packaging to advertising. Inclusive, gender-neutral, tech-integrated? That’s the baseline, not the bonus.
This generation spends much of their time online, but they still value the real world. Interestingly, two-thirds of Gen Alpha tweens would rather spend money on physical products than digital ones. So while they’re swiping through content and filters all day, they’re not disconnected from tangible value. This insight has become key to understanding new trends in consumer behavior across industries—from fashion and skincare to food and electronics.
Lessons for entrepreneurs and brands
So what can entrepreneurs and smaller brands take away from this?
First, tap into the curiosity and decision-making power of tweens—without talking down to them. This isn’t about “kid-friendly” branding with cartoon fonts. Gen Alpha is growing up fast and appreciates thoughtful design, smart functionality, and experiences they can relate to.
Second, be ready for them to lead the conversation. Whether it’s a product review, a “get ready with me” video, or a recommendation to a parent, these young consumers are shaping how products are discovered, talked about, and purchased. That ripple effect can build serious traction if brands are listening.
And third, authenticity matters more than polish. Gen Alpha is incredibly attuned to what’s real versus what’s trying too hard. Brands that want to capture this generation’s attention—and by extension, the household’s wallet—need to be relatable, ethical, and transparent. If they see your brand aligns with what they care about, they’ll become vocal advocates.
Trends in consumer behavior that start young
Every few decades, a generation shows up that shifts the way we think about influence. Gen Alpha tweens are doing just that, not by being louder or more rebellious, but by being quietly powerful in how they shape choices every day.
They’re forming habits early, teaching their parents, and making buying decisions with more clarity than many adults. As marketers begin to understand this, they’re not just adapting—they’re building an entirely new marketing strategy around it. What starts with a tween’s skincare routine today might be the reason a family chooses one car brand over another tomorrow.
As more brands catch on, we’re seeing a shift not only in marketing tactics but in the entire landscape of what trends in consumer behavior look like when driven by a generation that’s just starting middle school.
FAQs
- How do I market to younger audiences without sounding out of touch?
Speak their language, but don’t try too hard—honesty wins over hype.
- What kind of content gets attention these days?
Stuff that feels real—UGC, behind-the-scenes, or something they can connect with.
- Do I need to be on every platform to stay relevant?
Not at all. Pick the ones your audience uses and do them really well.