From Playdates to Power Brokers: Why 11-Year-Olds Are Now Calling the Shots

What does Gen Alpha influence? New study shows kids shaping family spending, brand loyalty, and cultural trends long before they can even drive

NEW YORK, Sept. 9, 2025 /PRNewswire/ — Move over, Gen Z. Gen Alpha (ages 11-14) isn’t waiting for their turn, they’re already running the show. A new report, Alpha Rising: The World’s Gateway Generation Is Already in Charge, released today by Acceleration Community of Companies (ACC), reveals that 11-14-year-olds now hold unprecedented cultural and consumer power:

96% of them even prompt their family to try new things because they saw it online or heard about it from friends
76% say their family values their opinions or ideas on trends, products, or hacks they’ve learned online.

This in-depth study represents an ongoing collaborative research program between industry experts at ACC, a leading marketing and media network, and master’s students in public relations at the USC Annenberg School for Communication and Journalism. Dubbed the USC Annenberg X ACC Think Tank, the directed research course is designed for public relations students to explore contemporary challenges, identify emerging trends, and gain deeper insight into what shapes culture.

The report blends insights from focus groups with findings from three nationally representative surveys of Gen Alpha youth aged 11–14 conducted in partnership with YouGov, a global public opinion and data firm. The results point to a fundamental shift in family dynamics, with Gen Alpha now teaching parents how to shop, what to buy, and which brands matter.

“Each generation shapes culture, but Gen Alpha is reshaping the very mechanics of influence,” said Monica Chun, President of ACC. “They see, share, and shape trends all at the same time, at home, online, and in the marketplace. They are the first generation to wield this power from such a young age, and they’re only just getting started.”

“This is the least passive consumer generation we’ve ever seen,” added Matthew Le Veque, USC Annenberg Professor. “They engage directly, expect interaction, and approach brands with the confidence of seasoned shoppers.”

Highlights of the study include:

Gen Alpha kids are the new family CMO:

70% say they help their family keep up with new trends and cool things to try
62% help select TV shows or movies to watch
59% help choose meals
36% weigh in on tech purchases
11% even contribute to expensive purchase decisions like a car

For the first time, cultural authority is flowing upstream from kids to parents.

Raised by Parents…and the Algorithm

Age 11, 51% turn to parents or family first for practical help;

By 14, only 31% do, while 43% rely on social media, AI chatbots, or online sources as a first choice
35% of Gen Alpha AI users already use AI for advice or personal conversations, blurring the line between tech tool and trusted confidant

Gen Alpha is redefining authority, splitting it between parents, peers, and AI.

From TikTok to the Mall: Global Trends Go Local

51% would visit malls more often if they featured brands or items they’ve seen on TikTok from other countries
Korean skincare, Japanese cafés, and pop-ups aren’t novelties; they’re expectations.

Gen Alpha treats TikTok’s For You Page as a shopping list, and they want it IRL.

Gen Alpha Buried the Funnel and Made it Into a Game

84% have kept using an app, game, or loyalty program just to save a streak or avoid losing a badge or reward
Roughly three-quarters (76%) say they like (or would like) when a brand awards points, badges, or early-access perks

For them, shopping, learning, and family rituals all feel gamified. Campaigns alone won’t cut it; every moment must feel like a reward.

Fake Models, Real Indifference: Gen Alpha Shrugs at AI Ads

Only 26% of Gen Alpha say they’d feel upset if a photo or video that they liked was AI-generated. In fact, more (34%) said they’d be impressed/think it’s cool, curious/want to learn more, or not care at all.

While brands like J.Crew face backlash for AI models, Gen Alpha feels authenticity in impact, not whether content is human-made. They may not care if an ad is AI-generated today, but in the future, human-made could be the new status symbol.

Why It Matters

For families, the implications are profound: parenting itself is being disrupted. For marketers, the mandate is clear: Gen Alpha’s influence is bigger, earlier, and more sophisticated than any generation before.

Methodology

The report draws on focus groups conducted by ACC with 22 Gen Alpha participants and their parents, plus AI-powered research through ACC’s Definity platform, which generated 509 Gen Alpha personas for quantitative analysis and conducted four additional synthetic focus groups.

All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 1,529 in aggregate, comprised of responses from three separate youth surveys (with individual sample sizes of 505, 515, and 509). Fieldwork was undertaken between 13th – 27th May 2025. The surveys were carried out online. The figures have been weighted and are representative of all US youth (11-14).

About ACC

Acceleration Community of Companies (ACC) is a network of culture driving media, marketing, and communications agencies that include Advisory, ACC’s in-house marketing consultancy; MKG; a leading creative and experiential agency; Pink Sparrow, an award-winning design and fabrication shop; renowned communications and marketing firm DKC, creative and content shop Hangar Four; Stripe Theory, a data and marketing analytics firm; Pixly, a full-service influencer marketing agency; Trailblaze, a lifestyle communications firm and Ingenuity Group, a talent consultancy. ACC’s clients include a range of Fortune 500 brands, from Pepsi, Target, Airbnb, BMW, Meta, Google, Delta Airlines, Dolby, T-Mobile, HBO, Nike, and Netflix, among others.

About USC Annenberg School for Communication and Journalism

The Annenberg School for Communication and Journalism at the University of Southern California is an international leader in education and scholarship in the fields of communication, journalism, public diplomacy and public relations. With an enrollment of more than 2,200 students, USC Annenberg offers graduate and undergraduate degree programs that prepare the most promising minds to inquire, innovate and lead at the global crossroads of media, technology, and culture.

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