阿尔法一代报告：自主的一代

Report The Autonomous Generation Introduction Born between 2010 and 2025,Gen Alpha is the first waveof consumers to grow up entirely in a hyper-digital, AI-driven world, and their influence is already being felt. In2026, this cohort’s oldest members will turn 16, stepping intoadolescence with unique values, skills, and expectations.Forbrands, the time to understand this cohort is now. The results paint a picture of a cohort coming of age inan AI-powered era. Unlike Gen Z, who set the stage fordigital living, Gen Alpha is actively shaping the next phaseof it – coding, creating, and building as much as theyare consuming. They arepragmatic, independent, andalready wielding purchasing powerthat signals bothopportunity and disruption for brands. To explore who Gen Alpha really is, we spoke with parentsof 15- and 16-year-olds across the UK, capturing insightsinto their teens’ ambitions, financial habits, and well-being. Conducted via the Attest platform, leveraging ourindustry-leading data quality methodology, our nationallyrepresentative survey of 1,000 parents reveals howthisgeneration is being shaped by a world of unprecedentedconnectivity, rapid technological change, and risingsocial awareness. This report offers an essential first look at Gen Alpha –their priorities today, and the signals of how they mayevolve tomorrow. For businesses, the challenge is clear:don’t wait to understand this generation. Brands that start listening and adapting now, andkeep learning as Gen Alpha evolves, will be bestplaced to earn their trust, loyalty, and spend. Todd LathamCEO, Attest Methodology This report draws on a nationally representative surveyof 1,000 UK parents with children aged 15–16, conductedon the Attest platform between 1–7 July 2025. Data quality is at the core of every Attest survey. Responses are screened through proprietary AI checksand human review, filtering out impossible combinations,improbable answers, and behavioral signals such asinattention. Any unreliable responses are automaticallyreplaced, ensuring the final dataset reflects only high-quality, reliable feedback. By drawing from multiple high-quality sample sources,Attest captures diverse real human voices acrossdifferent ethnic backgrounds and socioeconomic groups.The result:robust, reliable evidence of how today’s GenAlpha teens think, behave and make decisions. Gen Alpha: The Autonomous Generation While their predecessors, Gen Z, are often associated withidealism and perfectionism, early signs in our data suggestthat Gen Alpha is emerging as an exceptionally practicaland autonomous generation. That’s why we call them the AutonomousGeneration:defined both by the AI-nativeenvironment they’ve grown up in, and their driveto think and act for themselves. They are the first to be raised entirely in a world shapedby artificial intelligence.From homework help to creativeprojects, AI is already woven into their everyday lives,making “autonomous systems” a natural part of how theyexperience and interpret the world. Our report explores this through five defining traitsof Gen Alpha: Chapter 1:Architects of the digital future Chapter 2:Wielders of purchasing power But their independence and autonomy goes beyondtechnology. Shaped by parents who navigated repeatedeconomic downturns and the rapid rise of the internet,GenAlpha is already prioritising financial literacy, pursuingfuture-proof careers, and showing a keen interest in notjust absorbing but actively shaping the digital future. Chapter 3:Masters of money Chapter 4:Explorers of an independent worldview Chapter 5:Champions of diverse thinking Chapter 1 Architects ofthe digital future Technological change will define Gen Alpha’s future morethan any generation before them, and it’s a prospectmany parents find daunting.Over half (54%) say theyare concerned about AI’s impact on their teen’s careerand life prospects, with 18% “very concerned.” But Gen Alpha themselves are embracing AI withremarkable speed.Almost half (46%) are already using itas a search engine, adopting conversational queries andexpecting nuanced, context-rich responses.A similar share(41%) turn to AI for help with schoolwork, appreciating itsinstant, judgment-free support and the immense accessto knowledge it offers (although this also raises concernsabout over-reliance on AI, and the risks of misinformation). 46% of Gen Alphaalready use AI asa search engine Importantly, Gen Alpha isn’t justconsuming AI; they’re creating with it. One third of teens are experimenting with AI-generatedimages and videos, or even building websites and apps.This democratisation of creativity is giving teens newways to explore and express themselves withouttraditional barriers. Perhaps most strikingly, some are engaging with AIon a personal level.One in four parents say theirteen regularly chats with AI, often for advice,companionship, or emotional support. While theseinteractions can provide a safe, judgment-free space,they also int