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We often hear that "all young people are the same." But that is not quite true. Between Gen Z, who discovered social media as teenagers, and Gen Alpha, who were born into it, the difference is profound. Between 2000 and 2010, we had Disney Channel, tailored programming, Justin Bieber, and content specifically designed for that demographic. Gen Z grew up in a distinct pre-teen bubble with its own magazines, shows, and codes, while the normalization of social media came later. As a result, Gen Z has a critical awareness of platforms that Gen Alpha simply hasn't had the time to develop.
67% of 8-10 year olds were already on social media in 2023. Not to "become influencers," but simply because that is where the action is, and no one really closed the door on them. Gen Alpha pre-teens never experienced a pre-teen culture: teen magazines have vanished, dedicated TV programs are gone, and by late 2025, Teen Vogue was absorbed by Vogue. In their place? A feed that can be identical to that of someone in their twenties, TikTok makeup tutorials, and 6-step skincare routines, accompanied by the rise of the "Sephora kids."
Moreover, studies show that early exposure to social media causes a decline in certain cognitive functions.
Beyond development, what is striking is the disappearance of that blurry phase between childhood and adolescence that no one—not platforms, brands, or media—sought to preserve. The National Assembly finally legislated in January 2026, passing a law banning social media access for those under 15.
Two generations, two trust contracts to reinvent. On one hand, Gen Z possesses an infallible bullshit detector: they only engage with authenticity. On the other, Gen Alpha requires a more educational and structured approach. Born into a feed, this ultra-stimulated generation has simply never known a news feed without an algorithm and may not know how to spot fails or opportunists.
