Gen Alpha

Born 2013–2025 and wise beyond their years, this generation will be defined by their productivity and dedication to change.

Alphas Now and Next: From the Sandbox to Roblox

Macro Trends

Alphas Now and Next: From the Sandbox to Roblox

This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...
Generations : Gen Alpha : Demographics
AI Edu-play-tion

Micro Trends

AI Edu-play-tion

Meet the innovators using generative artificial intelligence to re-imagine screen-free educational play time for children.
AI : Gen Alpha : Education
Kids’ Snack Market

Markets

Kids’ Snack Market

Functional ingredients, re-imagined childhood classics and gastro gaming innovations are shaping the future of the kids’ snack aisle.
Youth : Food&Drink : Indulgence
Gen Alpha and Alt Foods

Markets

Gen Alpha and Alt Foods

As Generation Alpha begin to flex their spending power, the alternative food market must adapt to the next generation of planet- and health-conscio...
Food & Drink : Youth : Health & Wellness
America’s New Age of Parenting

Big Ideas

America’s New Age of Parenting

Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – c...
Youth : Health & Wellness : Society
Kidswear Market

Markets

Kidswear Market

Following in the global fashion market’s footsteps, the children’s section is becoming more agile and eco-conscious.
Fashion : Youth : Retail
Four Tween Skincare Brands Prioritising Self-Care

Big Ideas

Four Tween Skincare Brands Prioritising Self-Care

Skincare brands have refocused their attention on Gen Alpha, releasing tween skincare lines that are gentle on skin and educate on building simple ...
Youth : Health & Wellness : Beauty
Teen Fashion Market

Markets

Teen Fashion Market

Brands are re-imagining teen fashion with engaging activations spanning physical retail and the metaverse as the sector undergoes a global resurgence.
Youth : Fashion : Retail
How Learning Spaces are Evolving for Gen Zalpha

Big Ideas

How Learning Spaces are Evolving for Gen Zalpha

Aligning with changing youth ideals and shifting global forces, educational spaces are evolving to inspire young people to take charge of their fut...
Youth : Society : Education
Why Brands are Next-Gen Career Advisers

Big Ideas

Why Brands are Next-Gen Career Advisers

A new wave of workplace advisers are emerging to help Gen Z and Alpha navigate and shape the future of work and yet-to-exist job roles.
Youth : Media & Entertainment : Workplace
Gen Zalpha India Market

Markets

Gen Zalpha India Market

Amid India’s pandemic recovery, Gen Zalpha are navigating their journey to adolescence by building their own models of progress.
Youth : Education : Sustainability
Pliable Playscapes

Design Directions

Pliable Playscapes

Inspired by Generation Zalpha’s productivity, an energetic and assertive visual language is emerging that reflects their can-do attitude and capaci...
Youth : Branding : Media
The Zalpha Reckoning

Macro Trends

The Zalpha Reckoning

A hybrid generation of Zalphas are entering brands’ consciousness. Wise beyond their years, these products of climate change are using their childh...
Youth : Media : Technology
Purpose in 2030: Generation Betterment

Big Ideas

Purpose in 2030: Generation Betterment

In this future scenario, brands are frantically trying to reframe their purpose, turning to climate-literate Generation Alpha – tomorrow’s valuable...
Scenario : Branding : Purpose
Education in 2030: Neo-Knowledge Exchanges

Big Ideas

Education in 2030: Neo-Knowledge Exchanges

With hyper-connected living and longer lifespans questioning the relevance of traditional schooling, we look forward to 2030 when education exists ...
Youth : Education : Scenario
Teen Ad-tivism

Micro Trends

Teen Ad-tivism

In a grand subversion of marketing, youth collectives and brands are using satire and brandstanding to distance themselves from capitalist hegemonies.
Youth : Marketing : Technology
Metaverse Market

Markets

Metaverse Market

Expanding far beyond its gaming roots, the metaverse is becoming a youth hub in which the future of socialising, entertainment and creativity is al...
Entertainment : Gaming : Gen Alpha
Scattered Schools

Micro Trends

Scattered Schools

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.
Youth : Generation Z : Travel
Edu-packaging heralds a new direction for phygital play

Viewpoints

Edu-packaging heralds a new direction for phygital play

From chocolate to home deliveries, packaging is fast becoming a canvas on which brands can deliver new experiences to Generation Alpha.
Retail : Youth : Sustainability
Money Market: Gen Alpha

Markets

Money Market: Gen Alpha

With Generation Alpha largely viewing money as a digital concept, brands’ financial education is moving into playful, digital and socially consciou...
Youth : Society : FinTech
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