As Africa’s population continues to grow, so does the emergence of a powerful new consumer group: Generation Alpha. Born between 2010 and 2025, this is the generation growing up in a digitally saturated world. Gen Alpha may still be in its formative years, but its influence on family purchasing decisions and its expectations of brands are reshaping the marketplace.

With over 70% of sub-Saharan Africa’s population under 30, the significance of Gen Alpha as future consumers cannot be overstated. This article explores three critical characteristics that brands must pay attention to effectively engage with this emerging generation.

1. They Want It Digital

Generation Alpha is the first to grow up with technology embedded in every aspect of their lives. In Africa, where digital connectivity is rapidly increasing, Gen Alpha is embracing the digital landscape in unprecedented ways. According to a GSMA report, over 400 million people in sub-Saharan Africa now have mobile internet access, and this number is expected to increase by 60 million by 2025. With the expansion of mobile penetration, Gen Alpha’s interaction with digital content and online platforms will only accelerate.

For African brands, this means digital engagement is not optional—it’s a necessity. From e-commerce platforms to social media, Gen Alpha expects seamless digital experiences across all touchpoints. Whether they’re watching product demos on YouTube, playing interactive games through apps, or purchasing products online, brands must prioritize a digital-first approach. For example, leveraging influencers on platforms like TikTok or YouTube, where this generation spends time, can be a powerful way to reach them.

strong digital infrastructures, ensuring mobile optimization, and creating interactive content will be key to engaging this tech-savvy generation. Brands in Africa must also be aware that digital payment systems such as M-Pesa and Flutterwave are critical, as Gen Alpha’s parents are likely the ones making payments through these platforms.

2. They Want It Their Way (Or At Least It Should Feel Like It)

Customization and personalization are not just desires for Gen Alpha—they are expectations. As this generation grows up with an abundance of choices at their fingertips, they demand products and services that are tailored to their preferences. 60% of younger consumers are likely to buy from brands that personalize their experiences, a trend that will only strengthen as Gen Alpha matures.

In Africa, where diverse cultures, languages, and preferences exist, brands that offer customizable products will have a competitive advantage. From fashion to food, Gen Alpha wants to feel like the products they consume reflect their individuality. Customization is not just about product personalization—it’s about communication too. Brands need to adopt marketing strategies that are relatable, culturally aware, and reflective of Gen Alpha’s unique preferences. This is particularly true in Africa, where young consumers have shown increasing pride in local heritage and cultural representation.

Brands should offer opportunities for personalization, from product design to content engagement. Additionally, leveraging AI and data analytics can allow brands to better understand individual preferences, creating more relevant and tailored experiences for Gen Alpha in Africa.

3. They Don’t Just Want to Be Treated Like Grown-Ups; They are like Grown-ups

One of the most striking characteristics of Gen Alpha is their social consciousness. Despite their age, they have a remarkable awareness of social and environmental issues, and this awareness influences their purchasing behaviours. A 2020 report from the African Development Bank emphasized the growing concerns among young Africans around climate change, social justice, and equality. Gen Alpha, born into a world where activism and advocacy are front and centre, are much more socially aware than previous generations at their age.

For brands, this means that messaging needs to go beyond superficial advertising. Gen Alpha is drawn to brands that align with their values, whether it’s sustainability, social responsibility, or equality. In Africa, where sustainability issues such as deforestation and plastic waste are prevalent, brands that incorporate eco-friendly practices into their operations will resonate strongly with this generation.

African Gen Alpha consumers also value transparency. They are growing up in a world where information is easily accessible, and they expect brands to be open and honest. Companies that take a stand on important issues, such as social justice or environmental responsibility, are likely to earn the loyalty of this generation. To connect with Gen Alpha in Africa, brands should demonstrate a commitment to causes that matter to them. Initiatives that support environmental sustainability or promote social equality will not only enhance brand reputation but also foster deeper connections with this value-driven generation.

The future of African brands lies in understanding and adapting to the preferences of Gen Alpha. As this generation grows, their influence on the African market will only become more significant. Brands that invest in digital transformation, prioritize personalization, and align with the values of this socially conscious generation will be best positioned for long-term success.

Our recent report delves into the world of Africa’s Gen Alpha, examining their growing influence on household spending, cultural values, and consumption patterns across key sectors like finance, beauty, and food and beverages. By understanding this emerging consumer segment, businesses can gain a competitive edge and tailor their offerings to meet the needs and preferences of this influential demographic. You can download the full report via the link.

In conclusion, Gen Alpha is more than just another consumer group—they are the future drivers of the African economy. Brands that take the time to understand their digital preferences, desire for customization, and unprecedented social awareness will thrive in the evolving African market. The opportunity is now for brands to innovate, engage, and build lasting relationships with the next generation of African consumers.