Sorry Gen Z, Generation Alpha are the new kids on the block now

From ‘the death of working from home’ to an ambivalence to the monarchy, there’s been a lot of talk about the impact Gen Z is having on society.

But time’s ticking and there’s a new fresh-faced cohort coming up the ranks.

Enter, Generation Alpha.

Born between 2010 and 2025, Gen Alpha – sometimes referred to as Gen A – is the latest group hot on the heels of Gen Z, with many expected to reach adulthood by 2030.

They are the first generation to be born entirely in the 21st century – and the kids in this demographic have already lived through a lot in their early years: Brexit, the #MeToo movement, a global pandemic, the death of a monarch and a war in Ukraine – to name a few.

They’re also the first truly digital generation – AKA, born into a world run by technology.

Jemima Cox, the head of social sciences at insights agency Canvas8, explains: ‘Gen Z is often referred to as digital natives, but for Gen A, technology is completely second nature.’

It’s worth pointing out that lots of them are also pandemic children. 

Jemima adds: ‘The pandemic has made it challenging for Gen Z to transition into adolescence and adulthood, while for Gen A, the impact is still happening as they are learning about the world. 

‘This has a significant impact on how they form friendships and communicate.’

While Makua Adimora, a behavioural analyst at Canvas8, adds: ‘After two years of lockdowns, Gen Alphas have unique barriers to catching up on their development.

‘Parents are particularly worried about the long-term effects of isolation on their kids’ social and cognitive development, with 52% of British parents with kids aged between two and four saying their development has been negatively affected.’

Experts say it’s also a generation that’s likely to experience a lot of change – and fast. 

Makua adds: ‘Gen Alphas, many of whom have not been born yet, will experience change at a faster pace than their parents or grandparents.

‘And while there’s plenty to be concerned about in the future – from a global recession instigated by COVID-19 to the alarming impact of the climate crisis – they’re finding comfort and companionship in the solace of their digital worlds.’

All the different age groups:

  • The Silent Generation: Born 1928-1945 (78-95 years old)
  • Baby Boomers: Born 1946-1964 (59-77 years old)
  • Gen X: Born 1965-1980 (43-58 years old)
  • Millennials: Born 1981-1996 (27-42 years old)
  • Gen Z: Born 1997-2012 (11-26 years old)
  • Gen Alpha: Born early 2010s-2025 (0-about 10 years old)

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