Our final macrotrend of 2021 offered a glimpse of an entirely new demographic, the Zalphas, who exist at the intersection of Generations Z and Alpha. As the climate emergency and inter-pandemic uncertainties spiral, we unveiled the key behaviours that are bringing the loudest generation yet to the fore of brands’ consciousness.
Aged between nine and 14, we revealed that these Zalphas are using their childhood – once a time of innocence – as a time for great productivity and education. The climate crisis has been central to this reckoning, with a staggering 45% of global youth saying that climate anxiety affects their daily lives (source: Bath University). As a result, Zalphas’ awareness of environmental, economic and social issues is an unavoidable reality as we enter 2022.
Consequently, this generation have no time for childhood wonder. From the rise of metaverse-inspired Immaterial Play to Planet-based Diets and the forthcoming wave of Positive Recklessness we could see in the coming years, our macrotrend revealed how youth is no longer innocent – it’s an exercise in salvation.