Generation Alpha were born between 2010 and 2024. The reason we named them Generation Alpha is because they are not a return to the old, but the start of something new. Even more than their parent’s generation (the Millennials), there is a greater sense of Generation Alpha being shaped in the new millennium. This Alpha cohort is the first generation to be fully born in the 21st Century and to be shaped in this new era.

The year they began being born (2010), Instagram launched, and the iPad became available. So that says a lot about the technological time that has shaped them. COVID-19, increasing globalisation, and the connectivity and empowerment they have also says a lot about them. Looking at their context reminds us not just to look back and expect them to be like the generations we have seen in the past, but to recognise that it’s a whole new landscape in which they have been born into and which is shaping them.