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

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

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

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

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

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

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

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

Micro Trends

Edu-play-tion

With parents of Generation Alpha now home educators, brands are elevating playtime with tools that combine digital and analogue learning.

Youth : Technology : Gen Alpha

Micro Trends

Flexitarian Meats

Food products that mix meat with a healthy dose of vegetables are becoming a gateway for consumers curious about flexitarianism and plant-based eat...

Food : Meat : Health

Markets

Teen Tech Welfare

Brands are playing an increasingly supportive role to parents and children to help them approach their digital lives more mindfully.

Media : Technology : Kids

Micro Trends

Recreation Skincare

As interest in the great outdoors surges, beauty brands are recognising the need to upgrade the look and ingredients of their personal care products.

Health & Wellness : Beauty : Skincare

Viewpoints

Generation Alpha are the new Old Fashioneds

Helenor Gilmour, director of insight at Beano Studios, on how Millennial parents are raising a generation of gender-blind entrepreneurial activists.

Youth : Media : Social Media

Micro Trends

Bold Baby Food

To foster a new generation of adventurous eaters, brands are offering flavourful new baby foods with herbs, roots and spices from the global pantry.

Food : Youth : Health

Viewpoints

Families have evolved. Why haven’t brands caught up?

Brands and advertisers are ignoring modern families. Could one solution lie in switching around the creatives and therefore cultural nous at compan...

Advertising : Future Family : Identity

Viewpoints

Are deep fakes the future of personalised advertising?

AI is enabling a new form of hyper-personal influencer marketing. MSc Strategic Fashion Management graduates Helen Wang and Joanna Lanceley explain...

Advertising : Retail : AI

Viewpoints

Why flop accounts aren’t the future of news

They might be labelled the most woke generation yet, but the Instagram accounts of today’s teenagers tell a different story.

Youth : Generation Z : Media

Viewpoints

Dove is rewriting the rules of female beauty

Sophie Galvani, global vice-president of Dove, on smashing stereotypes and celebrating beauty idiosyncrasies in the age of Algorithmic Beauty.

Beauty : Female Futures : Media