New theme song for 2023!

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.

Generation Y, otherwise known as the Millennials, were born between 1980 and 1994. They have been known for their love of ‘smashed avo’, speciality coffee and travelling abroad. Yet it should be recognised that accelerating house prices and flat wages growth are the more important reasons why many in this generation have been locked out of the housing market.

All generations are shaped by the events, experiences, and the political climate of their time. This creates profound differences across the generations. For Generation Y, this all converged on September 11, 2001. This tragic event took place when they were in their formative years and defined much of the next decade and shaped their global outlook. Today, this generation are entering the parent and family life stage as they move into their 30s and 40s.