Inside the Gen Alpha Mind: It's More Than Skibidi Toilets and Brainrot

What does Gen Alpha value most? You may feel a certain gloom when thinking about what this generation has been forced to endure, but remember, it's their generation to make the best of. I find many glimmers of hope in this young generation, and nothing can drive that home more than sitting down and talking to one of my ten-year-old twin boys.

When I asked Fin what he wanted to talk about on my podcast Escape Velocity, he proudly declared:

"I want to tell people what it's like to be a Gen Alpha!"

He was seeking to share a deeper understanding of his emerging culture because he knows that is how we form connections (and maybe guilt-trip your parents into buying you an iPhone, but I digress.)

I had expected the laughter when explaining "Rizz" and "Suss," but the moments in between reveal how this little nugget truly sees the world and operates in it. What I got was a surprisingly sharp look at how the youngest generation is already rewriting culture on their own terms—perhaps more boldly than any prior pre-teen generation.

This is happening because of the enormous pressure and stress this cohort is growing up in (especially in North America), and they're having to develop the bravery and confidence to face it all. As Fin told me:

“Gen Z made climate change terrible, so Gen Alpha’s here to save it.”

You can listen to or watch the full episode here, but what stood out most was how naturally Fin framed his world and his intention to be a part of it. It was a reminder that the next generation doesn’t need decoding; they’re explaining themselves, clearly, if we listen.

Who They Are

Born between 2010 and 2025, Gen Alpha has never known a world without YouTube, AI, or climate anxiety. Research from McCrindle, Pew, and the new 2025 Razorfish Gen Alpha Study paints a nuanced picture of their world:

• They already influence household spending. Sixty-one percent of parents say their kids help decide what to eat, and 61% say they even have final say in which car to buy.
  
  

• They crave real-world experiences. Two in three Alphas would rather pay for something they can use in real life than something that only exists online.
  
  

• They value simplicity and autonomy. Many already prefer PayPal, CashApp, or Visa to traditional banks, proof of how easily they adapt to new systems.
  
  

• They balance digital confidence with physical curiosity. Despite being born with devices in their hands, they’re not escaping into screens; they’re using them to shape how they experience the world.

Fin’s World

When I asked Fin something adults don’t understand about Gen Alpha, he didn’t hesitate:

“Most Gen Alphas are actually really competitive. More than most.”

I'm still deciding on this one, as the competitive streak could be more due to genetics and having a twin brother. He also told me:

“Screens are actually good for you. A good amount of screen time per day keeps the doctor away.”

They see technology as a critical extension of life, not a distraction from it, and they've developed very effective tactics to manipulate it.

Fin explained how brands like Pit Viper sunglasses or Prime drinks became popular because:

“A big YouTuber found it.”

That’s how things spread in his world: peer-to-peer virality, no middlemen, no primary advertising influence. He is not learning about new brands from television ads, billboards, or print. He is learning about them through ads in Roblox games, influencer content on YouTube, and, of course, whatever his besties are into.

Shifting to a slightly more emotional and charged topic - "differences." Fin has dyslexia, and he goes to a wonderful school that teaches kids with learning differences - ensuring they thrive and succeed. He's incredibly fortunate to be in this environment, but I see a much deeper acceptance of differences and an individual's right to choose throughout his and his brother's peer groups. When Fin talked about dyslexia, his explanation was both simple and profound:

“It’s like half your brain is learning and half is craft.”

His clarity and ability to discuss differences without stigma are defining traits of his generation, from what I've seen, and I hope they stick. It’s empathy through understanding, not performance.

Patterns Emerging

1. Humor is currency.

Absurd memes and nonsense slang aren’t random; they’re bonding mechanisms and hold value.

2. They’re brand natives, not brand loyalists.

What wins them over is authenticity and access.

3. Real life still matters.

Razorfish’s research shows Gen Alpha is having an “offline renaissance.”

4. Tech realism.

They’re comfortable with AI, but skeptical of it.

Fin told me, “If Elon Musk programs the robot to turn evil, it’ll kill your whole life.”

I tend to agree.

5. Difference is the default.

Neurodiversity, gender fluidity, and self-expression aren’t movements, grooming or brainwashing. They’re norms. Deal with it, old people!

Why It Matters

Marketers have spent the past decade chasing Gen Z, but Gen Alpha is already shaping what comes next. They’re redefining how influence works.

Razorfish calls them “a cohort of influential tweens,” but they’re also something more: early architects of a world where identity is playful, attention is fleeting, and trust is earned through authenticity.

At adeo, we help brands translate these human signals into meaningful strategy and stories, building experiences that feel real, relevant, and connected to the culture unfolding in front of us.

Sometimes, the best insight doesn’t come from a research report. It comes from a 10-year-old who thinks his generation might just save the world, and he's down to lead the charge. I will happily cheer on his success!