Amazon and Nike Top Brand Picks in Gen Alpha Teen Households

Amazon and Nike are the most preferred brands among U.S. households with Gen Alpha teens (born after 2010), according to a new study by HarrisX and Allison Worldwide. The research surveyed 705 teens ages 13 to 16 and 750 parents, with a margin of error of +/- 2.5%.

Among food brands, McDonald's led the pack, ranking third among both teens and parents, while Chick-fil-A came in second among teens alone. Walmart, which ranked fourth overall, took the top spot among parents — driven largely by particularly strong numbers among mothers.

The study also measured how much parents shape teens' brand choices: 80% of teens said their parents influence their brand preferences, with mothers (73%) proving more influential than fathers (58%). The influence runs both ways — 91% of parents surveyed said their teens influence their own brand choices, the highest-rated factor of any measured.

Some brands are especially tied to teen influence: nearly three-quarters of parents' purchases at Sephora and E.l.f. Cosmetics were teen-initiated. Girls influence parental purchases more than boys do — 67% versus 59%, respectively.

Platform usage is sharply segmented too: TikTok (42%) and Pinterest (19%) matter most to teen girls, YouTube leads among teen boys (35%) and dads (32%), and Facebook tops the list for moms (24%). 'Mom is more influential in shaping what brands Gen Alpha teens like than any social platform, content creator or celebrity,' said Ann Colaiacovone, Allison Worldwide's North America CEO, adding that brands that ignore this family dynamic risk missing an early opportunity.