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Gen Alpha
Born 2013–2025 and wise beyond their years, this generation will be defined by their productivity and dedication to change.
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
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Fashion
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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
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Health & Wellness
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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
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Identities
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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
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Youth
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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
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Gen Alpha
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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
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Gen Alpha
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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
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Food&Drink
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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
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Youth
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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
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Health & Wellness
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Society
Markets
Kidswear Market
Following in the global fashion market’s footsteps, the children’s section is becoming more agile and eco-conscious.
Fashion
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Youth
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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
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Health & Wellness
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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
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Fashion
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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
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Society
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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
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Media & Entertainment
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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
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Education
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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
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Branding
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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
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Media
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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
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Branding
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Purpose
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
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Education
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Scenario
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
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Marketing
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Technology
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