The youngest and soon-to-be largest generation (born 2010 to 2024), Gen Alphas grew up on Zoom, media-centric, comfy chatting with AI from birth, and spending a lot of time on creative platforms like TikTok and Roblox. A recent Walton Family Foundation report dubbed Gen Alphas “The Creation Generation,” arguing that the Gen Alpha defining trait is a shift from passive consumption to active, creative, and social participation in digital environments They crave autonomy, authenticity, and a one-on-one relationship with brands. This session will provide a look into what Gen Alphas find important, and how brands can foster authentic connections with them.