Gen Alpha: Mini, Mighty, And Market Ready

The USC Annenberg x ACC Think Tank brings together top master’s students and industry leaders for an immersive research collaboration exploring the future of culture, media, and marketing. Through rich ideas, interdisciplinary exploration, and critical forecasting, this initiative turns academic insight into actionable strategy.

Last year’s inaugural report gave brands a firsthand look into Gen Z’s worldview. Now in its second year, the Think Tank shifts its focus to a rising force with even greater influence: Gen Alpha.

‍

MEET THE GENERATION THAT REFUSES TO WAIT THEIR TURN

It used to take 15–20 years for a generation to build real consumer power. But Gen Alpha didn’t wait.

Instead, they’re curating the family cart, shaping household rituals, gaming the funnel, and influencing the influencers all before high school.

Gen Alpha isn’t next, they’re now, and the shift in spending, culture, and control is already happening.

This report explores how the youngest generation (at least for part of 2025) is rewriting the rules of influence and engagement before they even hit puberty.

‍