There is a generation that comprises more than 1 in 7 people. They are influencing the purchasing power of their household and are key to the future. Yet, few people have heard of them. Within the next four years, they will outnumber the Baby Boomers and most of them will live to see the 22nd century. We're talking about Generation Alpha, the current generation of children who began being born from 2010. In this episode, Mark McCrindle - the person who gave Generation Alpha their label - joins host Ashley Fell to discuss this emerging generation.