In a quiet living room, a toddler swipes effortlessly across a tablet, their tiny fingers navigating animated shapes and sounds with ease. Meanwhile, in a classroom not too far away, a group of schoolchildren, heads bent over their tablets, attend virtual lessons where teachers and classmates exist only on screens. This scene, once futuristic, is now an everyday reality for Generation Alpha, the first true ‘Screenagers.’ Their world, from education to entertainment, is intertwined with digital devices from the moment they can hold them.

Generation Alpha, or as some call them, “Generation Glass,” is growing up in a landscape dominated by screens and smart technologies. Unlike previous generations, who watched the evolution of technology, this cohort was born into it. For them, interactions with artificial intelligence (AI), voice assistants, and augmented reality (AR) are not novelties but norms. This digital fluency is poised to redefine consumer behaviour and shape industries in ways we have yet to fully comprehend. The question is no longer if but how these Screenagers will influence the future of technology and the global economy.

Who Are Generation Alpha?

Gen Alpha refers to the cohort born from 2010 onwards, making them the first group to grow up entirely within the 21st century. Their unprecedented relationship with technology—especially screens—sets them apart from earlier generations. From infancy, Gen Alpha seamlessly interacts with smartphones, tablets, and other digital tools, making screens an integral part of their daily routines. Unlike Millennials or Gen Z, who witnessed the rise of the internet, social media, and mobile technology, they’ve been immersed in it from birth.

This generation doesn’t just use technology—they live within it. Screens are their primary medium for learning, communication, and entertainment. Their interactions go beyond passive consumption; they engage with interactive content, AI, and smart devices in ways that make technology an extension of their identity. Whether it’s virtual schooling, voice-assisted learning, or socialising through video apps, their experiences are shaped by screens from an early age.

The terms “Screenagers,” “Generation Glass,” and “The Glass Generation” reflect this deep immersion more accurately than “digital natives.” While previous generations adapted to the digital world, Generation Alpha has never known a world without it. Every aspect of their lives is mediated by screens, from touch interfaces on smartphones to smart home devices that respond to voice commands. This constant interaction with technology makes them not just digital users but digital navigators who can effortlessly manage and manipulate the digital tools at their fingertips. The “glass” they live behind—whether on their devices, laptops, or even AR—offers a clear lens into how their behaviours will shape the future.

In short, Generation Alpha represents the evolution of digital interaction, where screens are not just a tool but a way of life. This sets the stage for a generation that will define new consumer expectations, shape future industries, and challenge how we view technology integration in everyday life.

The Screen-Centered Lifestyle

For Generation Alpha, screens are more than just a tool; they are an integral part of daily life. From tablets and smartphones to smartwatches and virtual reality headsets, Generation Alpha has interacted with digital devices from the earliest years. These screens are their gateway to learning, play, and socialisation, marking a significant shift from how previous generations engaged with technology.

For this generation, tablets often act as their first learning device. Educational apps featuring interactive storytelling, games, and videos make early education an engaging, hands-on experience. Instead of traditional classroom methods, Gen Alpha learns by touching, swiping, and interacting with content on a screen, blurring the lines between education and entertainment. This early exposure to technology-driven learning tools helps them develop skills faster, with immediate feedback and a custom learning pace tailored to their needs.

During playtime, smart toys and virtual reality introduce immersive environments that make Gen Alpha’s experiences radically different from past generations. Traditional play is evolving, with apps and interactive experiences enhancing or even replacing physical toys and games. With virtual reality, they can explore distant lands or even space from the comfort of their living room, creating an entirely new dimension of play. Gaming, too, is not a solo or purely physical endeavour for this generation; instead, it’s an interactive, social experience where friends can connect across distances through multiplayer platforms.

Socialisation for Gen Alpha also revolves around screens. Video calls with grandparents, virtual playdates, and online communities are as natural for them as in-person interactions were for prior generations. Apps designed for social interactions, like kid’s versions of social platforms, allow them to connect with peers in controlled, age-appropriate environments. Unlike older generations who had to adapt to the rise of social media, Gen Alpha was born into a world where these platforms are integral to daily communication.

Generation Alpha’s screen-centered lifestyle isn’t just a reflection of technology’s rapid advancement—it’s a fundamental shift in how this generation learns, plays, and connects with the world. As they grow up surrounded by screens, their experiences are richer, more interactive, and more digital than any generation before them, reshaping the landscape of childhood and adolescence.

Growing Up with IoT and the Digital Home

For Gen Alpha, home life is a fully connected, digital experience. As the first generation raised in households where smart devices and home automation are the norm, they are growing up in environments powered by the Internet of Things (IoT). From voice assistants like Amazon Alexa and Google Home to smart fridges and automated lighting systems, IoT is deeply embedded in their daily routines.

For Gen Alpha, smart tech isn’t a novelty—it’s woven into their everyday routines. Asking Alexa to play music, getting instant answers, or adjusting the temperature at home are commonplace. This constant interaction with connected devices is shaping their expectations for convenience and instant gratification. They anticipate a world where tech makes everything seamless and personalised, undoubtedly influencing their future consumer choices.

Growing up in smaller family units, particularly in developed countries, means Gen Alpha often receives more personalised attention from their parents. With Gen Y and Gen Z parents prioritising education, ethical consumption, and tech-savvy learning tools, Gen Alpha is given access to resources that foster independence and curiosity. IoT, in particular, plays a role in their learning—whether using voice assistants to help with homework or educational apps that integrate with smart devices.

The Influence of Short-Form Content and Attention Spans

Another defining trait of Screenagers is their consumption of short-form, on-demand content. Platforms like YouTube, TikTok, and Roblox go beyond entertainment, serving as powerful tools for engagement and offering immediate and interactive experiences. For this cohort, the days of sitting through lengthy TV shows or waiting for scheduled programming are a thing of the past. They’ve grown accustomed to content being available on demand, tailored to their personal tastes.

This constant access to fast-paced media influences their attention spans. Studies suggest that growing up with instant gratification through apps, games, and streaming platforms may be linked to shorter attention spans. However, this generation excels at multitasking, and their ability to switch between content, apps, and devices reflects a new kind of digital literacy.

While shorter attention spans might seem challenging, they also represent an opportunity for brands and educators. Engaging Generation Alpha through quick, dynamic content will be key to holding their focus and fostering meaningful connections. Brands that create interactive, personalised content experiences will be better positioned to capture their attention in an increasingly competitive digital landscape.

How Generation Glass Will Shape Consumer Behavior

Generation Glass is already demonstrating how their seamless integration with technology is influencing their consumer preferences. Raised in a world of instant access and personalised content, Gen Alpha’s consumer habits centre around speed, convenience, and interactivity. From entertainment choices to shopping behaviours, technology is shaping how this generation engages with brands and makes purchasing decisions.

Streaming platforms and interactive content largely define entertainment for The Glass Generation. Traditional TV has given way to on-demand services like Netflix, YouTube, and Disney+, where they have the power to curate their own viewing experiences. They can choose what to watch, when to watch it, and how many episodes they want to binge—all without commercials. Their ability to control and personalise entertainment sets new standards for media consumption. Moreover, platforms like YouTube Kids, where content is not just passively consumed but encourages interaction (through comments, likes, and shares), are influencing how brands need to engage with this generation. Content needs to be quick, interactive, and dynamic to fit their bite-sized consumption habits.

When it comes to shopping, Gen Alpha is growing up in a world where e-commerce and apps are the norm. They are exposed to online shopping at a young age, watching their parents order groceries, clothes, and household goods with just a few taps. In one widely reported story, a six-year-old from Michigan used DoorDash to order hamburgers, fries, and more—all without his parents knowing. This humorous example illustrates how naturally this generation navigates digital spaces. The convenience of app-based shopping and the ability to instantly compare products across platforms will undoubtedly shape their future buying habits. For them, shopping isn’t confined to physical stores or even websites—it’s integrated into the apps and digital spaces they already spend time in. Platforms like Instagram and TikTok, and even gaming environments like Roblox, are becoming new marketplaces where they encounter products driven by influencers, ads, and embedded shopping links.

Top Influencers for Generation Alpha (Screenagers)

Influencer/Personality	Platform	Audience	Content Focus	Region
Ryan Kaji (Ryan’s World)	YouTube	30+ million	Toy reviews, educational content	USA (Global reach)
Blippi	YouTube	17+ million	Educational videos for young children	USA (Global reach)
Like Nastya	YouTube, TikTok	100+ million	Family-friendly content, adventures	Russia (Global reach)
Anantya Anand (MyMissAnand)	YouTube	13+ million	Educational and lifestyle content	India
Hikakin	YouTube	10+ million	Music, gaming, and vlogs	Japan
JianHao Tan	YouTube	6+ million	Comedy, school-themed videos	Singapore
Munchy Squad	YouTube	3+ million	Toy unboxings, challenges	UK
Tiana Wilson	YouTube	11+ million	Toy unboxing, challenges	UK
Kids Fun TV (Fun Squad)	YouTube	10+ million	Adventure challenges, pranks	USA

Additionally, brand engagement is evolving for Gen Glass. Traditional advertising methods may struggle to captivate this tech-savvy generation, as they are skilled at navigating away from irrelevant content or skipping ads. Instead, brands will need to immerse themselves in the digital environments where this generation spends their time—whether it’s through influencer collaborations, interactive ads, or gamified experiences. Gen Alpha gravitates toward brands that provide personalisation and meaningful, socially responsible interactions. As they grow older, they will seek brands that align with their values, particularly around sustainability and ethical practices, continuing the trend set by their Millennial and Gen Z predecessors.

In short, the early exposure to apps, streaming platforms, and digital content is shaping Gen Alpha into savvy, discerning consumers who expect personalisation, convenience, and interactivity at every touchpoint. As this generation matures, brands will need to adapt by offering seamless digital experiences and aligning with their values to earn their loyalty.

Parental Influence and Screen Time

Gen Y and Gen Z parents play a pivotal role in shaping the screen habits of Gen Alpha. These parents, having grown up with the rise of technology, are more tech-savvy and mindful of how screens are integrated into their children’s lives. Their awareness of both the benefits and drawbacks of digital consumption leads to a more intentional approach to managing screen time and content.

For Gen Glass, screen time isn’t just about passive consumption—it’s carefully curated by parents who understand the importance of balancing technology with other aspects of life. Gen Y and Gen Z parents are likely to set boundaries around device use, creating designated “screen-free” times for family interaction, outdoor activities, and creative play. This generation of parents is also more selective about the type of content their kids engage with, prioritising educational apps, interactive learning platforms, and high-quality programming that contributes to cognitive and emotional development.

Many of these parents utilise parental control features on streaming platforms and apps, shaping how much time Gen Alpha spends on screens and what they are exposed to. They are more likely to encourage apps and programs that foster critical thinking, creativity, and social interaction, helping their children navigate digital spaces in a productive and healthy manner.

Millennial and Gen Z parents shape Gen Alpha’s values, particularly on sustainability and ethical consumption. Gen Y, in particular, prioritise brands that align with their values, focusing on sustainability, environmental impact, and social responsibility. These priorities are already influencing the products they choose for their kids, from eco-friendly toys and sustainably sourced clothing to digital content that promotes ethical values. As a result, Gen Alpha is growing up with an ingrained understanding of the importance of ethical consumption.

Parents’ decisions to opt for sustainable products and services will likely shape Screenagers’ preferences as they grow, encouraging them to seek out brands that demonstrate environmental consciousness and social responsibility. This focus on sustainability—passed down from parents—will not only influence what Generation Alpha consumes but also how they evaluate the brands they support in the future.

In essence, Generation Glass’s habits are primarily shaped by the guidance of Gen Y and Gen Z parents, who carefully navigate the balance between screen time and real-world experiences while embedding values of ethical consumption. As this generation matures, these early lessons will likely play a crucial role in their consumer behaviours, favouring brands that align with their parents’ sustainable and ethical standards.

Education and Learning in a Digital World

For Screenagers, education is undergoing a dramatic transformation, driven by screens and digital tools that seamlessly integrate into their learning environments. From virtual classrooms to gamified learning platforms, the traditional education model is evolving to meet the needs of a generation accustomed to interacting with technology from the moment they can swipe a screen. These changes are not only reshaping how this generation learns but are also influencing the skills and expectations they will bring to the workforce in the future.

Virtual classrooms have become a defining feature of this generation’s education. Whether through remote learning platforms, hybrid education models, or digital tutoring apps, Generation Glass is growing up in an era where face-to-face teaching is no longer the only method of instruction. With platforms like Google Classroom, Zoom, and various educational apps, they are learning to navigate digital spaces as easily as physical ones. Virtual classrooms offer personalised and self-paced learning experiences where students can access a wealth of resources tailored to their individual needs. This allows for a more flexible and dynamic learning environment, preparing Gen Alpha to become independent learners comfortable with digital collaboration and communication.

Gamified learning is another major trend that is reshaping education for this generation. Platforms like Khan Academy and Prodigy have incorporated game mechanics to make learning more engaging and interactive. By turning lessons into challenges, quizzes, and rewards, students are incentivised to learn in a fun and immersive way. This shift from traditional textbooks to interactive digital tools helps build problem-solving skills, critical thinking, and creativity—traits that are becoming increasingly essential in today’s fast-paced, tech-driven world. Moreover, gamified learning fosters a more adaptive education experience, where learning can be customised to the student’s progress, keeping them engaged and motivated.

This digital-first approach to education will undoubtedly influence the future careers and job expectations of this generation. Having grown up with digital tools as the foundation of their learning, they will enter the workforce with a natural fluency in technology and a strong ability to work remotely. The rise of remote education will likely translate into a desire for remote work opportunities, with Gen Alpha expecting flexible working conditions that allow them to balance personal and professional lives. As digital natives in the truest sense, they will likely be drawn to careers in tech-related fields, such as software development, AI, data science, and cybersecurity, where their familiarity with technology and digital collaboration tools gives them a significant advantage.

Beyond tech-specific roles, Generation Alpha’s early exposure to virtual collaboration, cloud-based tools, and digital project management will make them highly adaptable employees capable of thriving in industries that are rapidly evolving. Their ability to navigate multiple platforms, engage in digital teamwork, and solve complex problems through interactive tools will make them invaluable in fields like marketing, design, and education itself.

In essence, the digital tools reshaping the education of The Glass Generation are not just transforming how they learn but are also equipping them with the skills, mindset, and flexibility necessary to succeed in a world that is becoming increasingly tech-dependent. Their future careers will reflect this digital foundation, with expectations for flexible work environments, seamless digital collaboration, and a focus on continuous learning through tech-based platforms. Gen Alpha will bring a new wave of innovation and adaptability as they enter the workforce, ready to meet the demands of an ever-changing global economy.

Challenges of Growing Up in a Screen-Heavy World

As Generation Alpha grows up in a world where screens dominate nearly every aspect of their lives, they face unique challenges that previous generations never encountered. While technology offers vast opportunities for learning, creativity, and connection, it also brings potential downsides, particularly in areas like screen addiction, mental health, and social development.

Screen addiction is one of the most significant concerns for Generation Glass. With constant access to smartphones, tablets, and gaming platforms, the risk of spending excessive time on screens is high. Many in this generation find it hard to disconnect, whether watching videos, playing interactive games, or chatting with friends online. This prolonged screen exposure can lead to a reliance on technology for entertainment and social engagement, potentially making it challenging for children to develop hobbies or interests outside of the digital realm. Screen addiction can also shorten attention spans, leading to passive content consumption instead of active engagement in creative or physical activities.

Mental health is another area where screen-heavy lifestyles may have adverse effects. Studies have suggested a correlation between excessive screen time, particularly on social media, and issues such as anxiety, depression, and feelings of isolation. While Gen Alpha may be more connected to the digital world than ever, they may also face feelings of loneliness or social comparison, particularly as they grow older and spend more time on platforms emphasising image and social validation. The constant exposure to curated lives on social media can lead to unrealistic expectations and pressures, negatively impacting their self-esteem and emotional well-being.

Furthermore, the development of social skills may be affected as this generation spends more time interacting with peers through screens rather than face-to-face. While digital communication platforms can facilitate connection, they may limit opportunities to practice real-world social cues, empathy, and emotional intelligence. Over-reliance on text and digital messages can lead to declining communication skills, particularly in understanding body language, tone of voice, and active listening. These are crucial for building deep, meaningful relationships in offline settings.

Recognising these challenges, parents and educators are increasingly taking proactive measures to ensure a healthy balance between screen time and real-world engagement for this cohort. One common strategy is implementing screen-time limits, which help kids maintain a balance between their online and offline lives. By setting clear boundaries around when and how long children can use devices, parents aim to prevent excessive screen use while encouraging other activities like reading, outdoor play, or creative projects.

Schools and educators are also adopting a more balanced approach by blending technology with hands-on learning experiences. Many schools now focus on integrating tech tools into the curriculum in moderation, using screens to enhance learning without replacing traditional education methods. In classrooms, teachers might employ tablets for certain activities but also prioritise group discussions, collaborative projects, and physical activities that promote social interaction and teamwork.

Additionally, parents are becoming more selective about the types of digital content their kids consume, prioritising quality over quantity. Educational apps and content that promote problem-solving, creativity, and learning are favoured, while mindless or repetitive consumption is discouraged. Parents are also more aware of the need for regular digital detoxes, ensuring their children experience time away from screens to foster healthy habits early on.

Finally, there is a growing emphasis on digital literacy for Gen Alpha. Educators and parents are teaching children not only how to use technology but also how to use it responsibly, with lessons on managing screen time, identifying unhealthy online behaviour, and developing a healthy relationship with social media.

[Case Study] The Play-Doh Revolution: Merging Physical Play with Digital Innovation

Image credit: Play-Doh

Play-Doh, a staple of traditional toy shelves since its creation in the 1950s, has long been a favourite for encouraging creativity and tactile play. However, as Gen Alpha embraces interactive, tech-based entertainment, Play-Doh has had to evolve to meet these changing demands. Recognising that this generation thrives on a combination of physical and digital experiences, Play-Doh launched new products and integrated technology to engage young consumers in more dynamic ways.

Play-Doh Touch: Blending Tactile and Digital Play

One of Play-Doh’s most successful innovations for Gen Alpha is the Play-Doh Touch Shape to Life Studio. This product merges traditional tactile play with the AR experience that appeals to tech-savvy kids. Here’s how it works:

• Physical Creation: Children use classic Play-Doh to mould characters and shapes with their hands, allowing for the creative, hands-on experience that has always been Play-Doh’s signature.
• Digital Transformation: Once the physical models are created, kids can use a mobile app to scan their Play-Doh creations. These models are then transformed into animated, interactive characters that come to life in a virtual world on the app.
• AR Interaction: Kids can manipulate and play with their creations in an AR environment, creating an entirely new way of blending physical creativity with digital interactivity. They can add accessories, move characters, and explore new worlds—all through their device screens.

This blending of physical creativity with the interactive, digital play that Generation Alpha loves has allowed Play-Doh to stay relevant in an era where screens dominate children’s attention. It’s an excellent example of how traditional toys can incorporate technology without losing their essence.

Play-Doh TV Series and YouTube Content

Play-Doh has expanded its brand presence on YouTube and streaming platforms, recognising the growing power of video content platforms. Partnering with content creators and launching its own series, Play-Doh provides short, engaging videos that teach kids how to use their products creatively. These videos mirror the short-form, highly visual content that resonates with Gen Alpha, making the Play-Doh brand more accessible and engaging for children accustomed to consuming media on platforms like YouTube Kids and TikTok.

Reinventing Play: Broader Trends in the Toy Industry

The success of Play-Doh is part of a larger movement in the traditional toy industry, where brands are adapting to the digital-first lifestyle of Gen Alpha. Here are key strategies that are helping traditional toy brands remain competitive:

• Integration of Augmented Reality and Virtual Worlds

Many traditional toy brands are turning to AR and VR technologies to blend physical toys with digital play. For example, Mattel, with its iconic Hot Wheels brand, has introduced apps that allow kids to scan their physical cars and race them in digital environments. These apps merge hands-on play with immersive digital experiences, providing the type of interaction Generation Alpha seeks.

• Personalisation and Gamification

Gen Alpha loves personalisation, and toy brands are responding by allowing kids to customise their experiences. Barbie has introduced a range of digital tools that allow children to create their own avatars, design outfits, and even explore a virtual Barbie Dreamhouse. This gamified approach combines the physical doll experience with digital interactivity, allowing Barbie to remain relevant in a competitive market dominated by gaming platforms like Roblox.

• Educational Content

Many traditional toy brands are positioning themselves as more than just entertainment. By launching educational content, brands appeal to Millennial and Gen Z parents who want products that are both fun and intellectually stimulating. LEGO, for example, has expanded its brand to include a wide array of educational tools and STEM-focused toys. Their LEGO Boost and LEGO Mindstorms lines allow kids to build robots and code their movements, giving them valuable tech skills while engaging them in creative play.

Challenges and Opportunities for Traditional Toy Brands

While traditional toy brands are successfully reinventing themselves, they face significant challenges as they navigate the digital landscape:

• Balancing Screen Time: Many parents are concerned about how much screen time their children consume, and toy brands must balance providing engaging digital content and promoting healthy, physical play.
• Privacy and Data Regulations: As toy brands move into the digital realm, they must ensure compliance with privacy laws such as COPPA (Children’s Online Privacy Protection Act) and GDPR, which place strict limitations on collecting data from children under 13.
• Sustainability: Along with digital innovation, traditional toy brands are also addressing growing concerns about sustainability. Many are turning to recycled materials and eco-friendly packaging to appeal to Generation Alpha and their environmentally conscious parents.

As Gen Alpha redefines what play looks like in the digital age, traditional toy brands like Play-Doh are finding ways to evolve by merging tactile creativity with interactive technology. Through integrating AR, personalised digital experiences, and a focus on educational content, brands are successfully meeting the expectations of today’s Screenagers while remaining true to their core values. As technology advances, the traditional toy industry must continue to innovate, offering kids the perfect blend of hands-on play and digital immersion.

Opportunities for Brands: How to Engage Screenagers

Gen Alpha represents a unique opportunity for brands to connect with a tech-savvy, highly engaged cohort from an early age. As this generation grows up with screens and digital interactions as a core part of their lives, brands must adopt innovative strategies to capture their attention and earn their loyalty. The key lies in creating engaging digital experiences, offering personalised content, and emphasising ethical, transparent, and sustainable practices. However, brands must also navigate the evolving landscape of laws and regulations surrounding marketing to children.

One of the most effective ways for brands to engage with this generation is through engaging digital experiences. This generation thrives on interactive, immersive environments, from gaming platforms to virtual reality (VR) spaces. 

Brands that can create memorable, interactive experiences beyond traditional advertising will have a better chance of capturing their attention. For example, instead of static ads, companies might develop interactive games or challenges that incorporate their products. Platforms like Roblox, where brands can create branded worlds or experiences, have already proven successful at engaging young users in ways that feel fun and organic.

Personalisation is key. This cohort is growing up in a world where personalisation is expected—whether through algorithmic recommendations on streaming platforms or custom-tailored experiences in apps. Brands can leverage data (while adhering to privacy regulations) to create content and product offerings uniquely suited to each young consumer’s interests. Personalised shopping experiences, interactive product recommendations, and curated playlists or entertainment options can help brands build strong, lasting relationships with this generation early on.

Additionally, Gen Alpha is expected to be highly influenced by ethically produced products. Like their Gen Y and Gen Z parents, they are growing up in a world where sustainability, social responsibility, and environmental awareness are key priorities. Brands that demonstrate a commitment to ethical practices—whether through sustainable sourcing, eco-friendly packaging, or supporting social causes—will resonate strongly with this cohort. As they become more aware of global challenges like climate change, brands that authentically align with these values can foster early brand loyalty.

However, brands must remain transparent in their marketing. Influenced by their parents’ demand for brand honesty, this generation will likely value transparency in how products are made, marketed, and priced. Brands that try to manipulate or mislead young consumers may face backlash, not only from Gen Alpha but also from their parents, who are increasingly vigilant about the ethics of the brands their kids engage with.

Sustainability will continue to be a central value for this generation. Brands can set themselves apart by actively showcasing their commitment to reducing environmental impact. Whether through sustainable product lines, corporate social responsibility campaigns, or publicised efforts to offset carbon footprints, companies that take meaningful actions toward sustainability will win this generation’s trust early. The expectation isn’t just that brands do good—it’s that they show how they are doing it in a transparent and tangible way.

Tech innovation is another important aspect of engaging with Gen Alpha. This generation expects seamless integration between digital and physical worlds. Brands that push the boundaries of innovation—whether through AR shopping experiences, voice-activated commerce, or AI-driven personalisation—will stand out in a crowded marketplace. For example, brands that offer interactive digital fitting rooms or AR experiences that allow users to “try before they buy” will appeal to this cohort’s need for convenience and fun.

While these strategies offer significant opportunities, brands must also be mindful of laws and regulations when marketing to this cohort. Children’s privacy laws, such as the Children’s Online Privacy Protection Act (COPPA) in the United States and the General Data Protection Regulation (GDPR) in the European Union, impose strict guidelines on how brands can collect and use data from kids. 

These laws require brands to limit the collection of personal information, obtain parental consent before engaging in targeted marketing, and ensure the protection of children’s data. Failure to comply with these laws can result in significant penalties and damage a brand’s reputation.

Furthermore, advertising to children is subject to additional scrutiny in many countries. Some regions have strict limits on the types of products that can be marketed to kids, particularly unhealthy food and beverages. For instance, the UK has announced a ban on junk food advertisements aimed at children before the watershed, which will impact how brands in certain industries engage with Generation Glass. As regulations evolve, brands must stay informed and adapt their strategies to ensure compliance while delivering engaging and responsible content.

Engaging Screenagers requires a balance of innovation, personalisation, and ethical responsibility. Brands that create interactive, personalised experiences and demonstrate a commitment to sustainability and transparency will resonate with this generation from an early age. However, navigating the regulatory landscape is crucial, and brands must ensure that their marketing practices align with laws designed to protect young consumers. By striking this balance, companies can build strong, lasting connections with this generation, setting the stage for long-term brand loyalty.

The Future Is Through the Looking Glass: What Lies Ahead for Generation Alpha

As the first true “Screenagers,” Generation Alpha is already beginning to reshape industries and redefine consumer expectations. Their early and constant interaction with technology sets them apart from previous generations, making digital experiences, personalisation, and sustainability key factors that will drive brand engagement in the years to come.

From education to entertainment and shopping, the screen-centered lifestyle of Gen Alpha will require companies to innovate rapidly, adapting their products and services to meet the demands of a cohort that expects seamless, immersive, and responsible digital experiences.

Brands that embrace this shift by delivering engaging, tech-driven experiences, coupled with transparency and ethical practices, will thrive in a marketplace increasingly shaped by the values of Generation Glass.

At the same time, companies must navigate complex regulations and evolving 

consumer protection laws as they reach out to this young audience, ensuring they remain compliant while fostering meaningful, long-term connections.

Looking forward, Generation Alpha’s influence will only continue to grow, driving technological advancements and market shifts across industries. Their fluency in digital tools, demand for personalised content, and emphasis on sustainability will challenge brands to not only meet but exceed their expectations. As this generation matures, they are poised to shape a future where technology and responsibility go hand-in-hand—revolutionising industries and forging a more connected, transparent world.