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

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 the lives of Gen Alpha are yet to exist

Micro Trends

AI Edu-play-tion

Meet the innovators using generative artificial intelligence to re-imagine screen-free educational play time for children

Markets

Kids’ Snack Market

Functional ingredients, re-imagined childhood classics and gastro gaming innovations are shaping the future of the kids’ snack aisle

Markets

Teens, Tech and Tapping Out

The unprecedented teen mental health crisis may be inspiring a grassroots movement of activist parents looking to change youngsters’ relationships with their smartphones

Markets

Kidswear Market

Following in the global fashion market’s footsteps, the children’s section is becoming more agile and eco-conscious

Behaviours

Back-to-School Alphas

Gen Alpha are earning ‘aura points’ at the start of the school season thanks to skincare smoothies, smellmaxxing, hiring glam squads and sanitising...

Youth : Culture : Gen Alpha

Markets

Teen Menstrual Health

The conversation around teen menstrual health is changing. Gen Alpha are coming of age in an environment where cultural stigmas and traditional vie...

Health : Wellness : Youth

Macro Trends

Game-Changers: The Future of Sports Fandom

By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era o...

Sports & Leisure : Fashion : Pop-culture & Media

Behaviours

Women Futures: Australia

What is changing – and not changing – for women and girls in Australia? While younger generations are looking to new role models, others are still ...

Finance : Health & Wellness : Society

Markets

Teens, Tech and Tapping Out

The unprecedented teen mental health crisis, coupled with the toxic and addictive nature of social media, may be inspiring a grassroots movement of...

Technology : Identities : Youth

Markets

Neo-education Market

With Gen Alpha at prime schooling age, we are witnessing rapid change in education systems, from AI-powered learning to culturally nuanced curricul...

Education : Youth : Technology

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

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

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

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

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

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

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

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

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

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

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

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

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

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