Gen Alpha is seeking more tangible products and experiences, with growing interest in beauty and luxury, according to the latest research from Razorfish.

The New York-based marketing agency teamed up with research firm GWI on a study called Gen Alpha: A cohort of influential tweens. Released last week, the report features data from a survey of 2,310 US tweens (ages nine to 13) that took place last October and November.

Among the many results, the research shows that the demo values real-life experiences over virtual ones, with 66% of tweens open to paying a premium for IRL products compared to virtual ones. 

It also found that Gen Alpha’s fascination with beauty is not necessarily a girl-skewing trend. Around 45% of tween boys surveyed say they are interested in skincare, while 25% are already practicing a skincare routine using three to five products—another sign of this industry’s widening popularity among young kids in recent years.

Extending beyond retail, most tweens (75%) said they were also excited about online beauty-oriented content such as the popular “Get Ready With Me” (GRWM) video genre—with 38% are already creating their own beauty vids.

Interest in luxury items also seems to be trending younger, with around 68% of Gen Alphas owning a luxury product by age 10.

Gen Alpha is also taking an increasingly prominent role in household decisions traditionally made by parents and caregivers. One key example is meal planning, with a whopping 77% of tweens wanting to choose what foods end up in the cart, and 61% saying that they have a “big influence” on what their family eats. 

This data-backed interest further underlines the growing QSR market as a potential gateway to brand awareness among kids. Similarly, tweens are also getting more involved in high-value automotive purchases, where 65% say they play a role in shortlisting car options for their family.

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