New online video series!

Everything you need to know about Generation Alpha

Generation Alpha is poised to reshape the world as we know it. As a leader, educator, or marketer, staying ahead of the curve has never been more critical. Our comprehensive video series will equip you with the insights and strategies you need to effectively connect with this emerging generation and unlock their full potential.

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Generation Alpha

From renowned social research experts Mark McCrindle and Ashley Fell come the insights and answers we need to help our switched-on, 21st-century kids thrive.

Generation Alpha are the most globally connected generation of children ever.  For parents, teachers and leaders looking for guidance on how to raise their children, worried if their kids are spending too much time on screens, concerned how global trends are impacting them and wondering how to prepare them for a world where they will live longer and work later, this is the book you need.

The book covers:

  • Understanding and empowering this generation
  • The significance of technology
  • How to get education right for them and the future of work
  • Their consumer habits and their role as influencers
  • Where and how this generation will live as adults
  • The importance of mental and physical wellbeing
  • What their future looks like
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View the virtual book launch recording
What people are saying

As a parent, researcher and marketer every page was insightful.

Monica DregerGlobal Head of Insights and Research at Airbnb

I’m up to the last chapter of your book. LOVE LOVE LOVE it! It’s been so interesting and encouraging. I’m excited for Generation Alpha. Thank you for writing such a great book.

MoniqueMother of three

Those of us who work with young people crave this knowledge. Thank you for researching and compiling and presenting this in such an accessible way.


All the latest facts & stats in one handy infographic

From explaining the defining traits of each generation to shining a light on the emerging Generation Alphas, this infographic provides a fascinating overview of the generations.

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Understanding Generation Alpha report

Meet the Alphas

Download our free whitepaper to explore the latest research on the newest generation – Generation Alpha. An invaluable resource to help you navigate and lead through these times of change.

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COVID-19 emerging generations report

Understanding the impact of COVID-19 on the emerging generations

Explore our latest research into how COVID-19 is affecting the emerging generations.

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Free virtual event

Understanding Generation Alpha in this transformative context

How to effectively lead and engage the emerging generations

If you missed our live event or would like to revisit the presentation we’ve recorded it for you to watch anytime.

View the recording
Generation Alpha articles

Generation Alpha Explained



How were they named?

How we know so much about them

Tween town

Why they matter

How they compare to other generations


Who comes after


Millennial parents




Career options

Skills needed

Parent expectations

The future of work


Work wellbeing

Parenting and leading


A positive outlook

Timeless needs


Outgoing technology