Gen Alpha, the first generation born entirely in the 21st century, includes those born between approximately 2012 and 2025. Today, members of Gen Alpha are still children or young teens, so some financial institutions may argue that they are collectively too young to prioritize. Recent research tells us otherwise.

Increasing card usage isn’t about one big campaign or a perfectly timed incentive. It’s built over time, through intentional, data‑informed engagement that shows up consistently across the cardholder lifecycle. The issuers that outperform aren’t chasing one‑off spikes; they’re shaping habits.