Contrary to stereotypes, 62% of parents observe that their Alpha children are more socially engaged, with twice as many interests as Gen Z. Their interest in reading has declined to 42%, down from 53% for previous generations. Alphas favor quick entertaining content such as how-to videos and DIY hacks. 81% of Alphas lean towards brands that provide educational and community-driven interactions. 83% of them also like brands that have physical stores because they value IRL interaction.