Gen Alpha is the most digitally fluent generation we’ve ever seen. 

They move through platforms instinctively, speak the language of tech with ease, and often know their way around digital spaces better than the adults in their lives.

Their parents, however, are navigating a far more conflicted relationship with technology – caught between pride, anxiety, and a growing sense that the rules are shifting under their feet.

Technology: Essential… and Slightly Terrifying

Parents overwhelmingly agree that technology matters. They actively encourage their children to build digital skills and take pride in Gen Alpha’s “tech expert” status.

But raising kids in an ever‑evolving tech landscape doesn’t come with a manual, and many parents feel they’re learning on the job, without much backup from the platforms themselves.

There’s a persistent worry that mistakes made now – especially around social media –could have long‑term consequences.

That anxiety sits alongside a pragmatic acceptance of reality. According to our “Raising Gen Alpha” report:

71% of parents say they will “guide my children about social media, rather than keep them off it.”

 This is not about banning tech, it’s about trying to steer through it safely, often without a lifebelt!

Tech is Power. But Who’s Really in Control?

Among Millennial parents, a recurring theme is loss of control. Technology feels bigger than the family unit, faster than regulation, and often designed without children or parents in mind. Some worry that their ability to actively parent is being eroded by platforms built to capture attention at scale.

“I can only teach them how to live ‘in the now’. I can’t imagine what it’s going to be like in 10–15 years’ time.” - Mum, 31, UK

Despite this unease, parents are also deeply impressed by their kids’ creativity and confidence online. Many see Gen Alpha’s tech fluency not as a threat, but as a source of hope.

“They have access to so many different ideas and tools… My daughter shows me these digitally edited TikToks with funny memes and me and my husband are like WOW, you’re amazing and incredibly creative!” - Mom, 46, US

This is the paradox: tech feels risky, but also full of possibility.

Delaying the Inevitable… Without Much Support

Although two‑thirds of Millennial parents try to keep their children off social media for as long as possible, most accept that adoption is inevitable and culturally important. Social media remains framed as a rite of passage, even as parents question whether the platforms behind it are doing enough to protect young users.

"I worry about their safety. I feel that the tech platforms are not stepping up.” - Mum, 43, UK

Parents expect more from Big Tech – but they’re not relying on it. Guidance, rule‑setting and boundary‑drawing have largely become domestic responsibilities but that is now shifting.

It’s Not Just the Content, it’s the Design

The focus is increasingly shifting away from what kids see online to how platforms are built. Recent headlines involving Meta and YouTube have raised ethical concerns around addictive design choices, including:

• infinite scroll
• autoplay videos
• hyper‑personalised feeds

These features have been identified as drivers of compulsive use, particularly for younger audiences.

The pressure is mounting. In a landmark US trial, a jury ruled that Meta and YouTube must pay millions in damages after being found responsible for intentionally addicting a young user, harming her mental health.

The case has intensified scrutiny and behaviour is starting to shift.

Early Signals of a Pull‑Back

Our Beano Brain Omnibus shows signs of kids switching off. Between February and July 2025:

• social media account ownership among 7–14‑year‑olds declined by 2% overall
• WhatsApp usage dropped by 4%
• TikTok by 6%
• Snapchat by 5%

At the same time, attitudes are hardening. 35% of Millennial parents and 34% of Gen Z parents believe a child’s digital footprint should be erased once they turn 18.

Children’s online safety has moved from a family worry to a global debate and with legislation targeting the spaces kids spend time in, social media is firmly in the spotlight.

Whether bans follow or platforms evolve, one thing is clear: the relationship between kids, tech, and power is being renegotiated – in real time.

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