5 hidden truths about Gen Alpha’s digital world
Written by Benoit Vancauwenberghe, leading expert on Generation Z in Europe
Generation Alpha (born after 2010) is coming of age in a digital world shaped by algorithms — and by Gen Z.
This article examines how the overlap between Gen Z and Gen Alpha on platforms such as TikTok, YouTube, and Roblox is contributing to identity confusion, early exposure to adult content, and a blurring of generational boundaries. It identifies five key forces shaping this youngest generation and the urgent blind spots facing parents, educators, and brands.
Listening to the conversation
Prefer to listen? Listen to this article as a bilingual audio conversation (English and French). In this episode, produced by NotebookLM, we delve into how platforms designed for Gen Z, from TikTok to YouTube, are shaping Generation Alpha, and explore the critical, yet often overlooked, consequences of this influence.
1. The great generational mix-up: algorithms don’t check IDs
2. The new toy commercial is… fun: advertising as entertainment
• It builds an effective relationship between the child and the product, mediated by the influencer’s charisma.
• It leverages the psychology of games and surprise, creating a “Kinder Surprise effect” that is compelling for young minds.
• Partnerships are often signaled subtly or ambiguously, with phrases like, “Thanks to [brand] for this gift!” that don’t clearly state a commercial relationship.
3. Hand-Me-Down cool: Gen Z sets the trends
4. Power Users, Not Power Thinkers: The Critical Thinking Gap
5. The “Good Values” Paradox: What They Say vs. What They Want
Conclusion: The Uncharted Territory Ahead
Q&A
Because platforms don’t filter by real age, they filter by behavior. If a 10-year-old watches Gen Z content, the algorithm sends more of it. That’s how Gen Alpha ends up immersed in teenage trends, without context, without filters, and without the ability to decode the implicit rules. It’s not a glitch, it’s the business model.
It’s both. And that’s precisely the issue. For 8- to 12-year-olds, it feels like fun, connection, and play, not persuasion. The commercial side is almost invisible. Brands thrive in that ambiguity because it maximizes emotional impact and engagement. But it’s still advertising, just in disguise, and outside most regulatory frameworks.
Not yet. They’re power users — but not power thinkers. They know how to scroll, swipe, and comment, but they don’t have the critical reflexes to tell the difference between authentic content and sponsored influence. And in many families, adult presence is inconsistent. So influencers fill that vacuum, not just as entertainers, but as informal role models.
Not really. These values are in the air — at school, in parenting, in some brand narratives. However, when it comes to actual choices, what ultimately wins is fun, social proof, and emotional pull. They want to play, feel seen, and follow what’s cool. Ethics is a bonus, not a driver. The brands that get it right speak to that triangle: emotion, shareability, accessibility.
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