Born digital, built different: Understanding and building for Gen Alpha

A Generation Unlike Any Before

Today's kids — the ones we call Generation Alpha — are growing up surrounded by screens and choices. From the time they're toddlers, they're swiping, tapping, skipping ads, and shaping what the household watches or buys. These aren't passive consumers; they're little influencers in their own right.

In Bangladesh too, especially in urban homes, kids are more aware, more vocal, and way more curious than ever before. But the way many brands still try to reach them? It feels stuck in time. Throw in a mascot, a jingle, or a shiny cartoon — and hope that's enough. It used to work. Not anymore.These kids don't just want to be entertained — they want in. They want to participate, to shape, to co-create.

From Selling to Involving

Gen Alpha loves to be part of the action. Around 40% of kids in this part of the world say they want to be creators. Not in some distant future — now.

Give them a ready-made toy, and sure, they'll play. But let them pick the colours, name it, or design a part of it? Now you've got their attention. That feeling of having a say — that's powerful.

In a country like Bangladesh, where creativity comes naturally and storytelling runs deep, there's a huge opportunity here. Kids are already entering dance contests, art shows, and mobile games with local twists. So why not give them brand experiences that let them play a role — maybe draw the next packaging, unlock PahelaBaishakh-themed digital rewards, or vote on a new character for a web series?

Winning Trust: Talking to Kids and Their Parents

Let's be honest — kids might be the users, but they don't hold the wallets. Parents, especially today's millennial or Gen Z moms and dads, care about what their kids watch, eat, and do online.

So, a brand's job isn't just to delight the child — it has to make sense to the parent too. That balance is key.Think fun that teaches something. Games that help kids pick up Bengali words. Interactive challenges that encourage outdoor play or help build daily routines. Imagine an app that gives badges for brushing teeth every morning — fun for the kid, helpful for the parent.

This kind of thoughtful engagement makes the brand a partner in parenting, not just a seller of things.

Where Online Meets Offline

A lot of brands either go full digital or stay physical. But magic happens when the two come together. Say a kid completes an online story mission — what if that unlocks a real-world surprise, like a discount or collectible at their nearest store?

Or they collect virtual items tied to local traditions — think digital alpona badges for Ekushey February or quiz games during Victory Day. These kinds of crossovers turn screen time into something memorable, even shareable. And for parents, it feels a bit more grounded — a screen that leads somewhere, not just a dead-end.

When Peers Beat Celebrities

Let's face it — most kids today don't care who's on TV. What matters is who's trending in their little world — classmates, cousins, or that 9-year-old on YouTube who unboxes toys.

That's why brands need to shift from top-down influence to peer-driven moments. Tools that let kids share drawings, track their progress, or show off their scores can create buzz in schools and online groups.

Recognition matters. And when a child feels seen — even through something as simple as a shoutout or sticker — they remember. Their friends notice. And the brand grows in circles that ads can't reach.

The Takeaway for Bangladeshi Brands

Generation Alpha is already shaping the market. They're influencing where families shop, what they eat, and how they spend their weekends.

To reach them, brands must go deeper — not just with flash, but with feeling. Not just selling, but connecting. Kids don't want to be impressed — they want to belong.

And in a country where family ties are strong, where culture matters, and where the next generation is growing up with both roots and wi-fi, brands that make children feel heard, respected, and involved will always stand out.

In the end, it's not about being the loudest. It's about being the one they remember — because you made them feel something.

The writer is Group Chief Executive Officer & Executive Editor, Bangladesh Brand Forum | Chief Digital Officer, Asia Marketing Federation