South Africa, June 2 -- Ryan Nofal, co-managing director of Penquin, says this digitally native generation, born from 2010 onwards, is already shaping household purchasing decisions and redefining what it means to be brand-loyal.

"Generation Alpha may still be in school, but don't underestimate their power," says Nofal. "They are the most tech-immersed generation we've seen. Their exposure to content, trends, and information is unprecedented - and that means their influence is real, even at a young age."

With access to devices from early childhood, Gen Alpha has grown up interacting with brands on YouTube, TikTok, and gaming platforms like Roblox and Fortnite. This means their expectations for content are high - and their tolerance for ...