While they are currently the youngest generation, they have brand influence and purchasing power beyond their years. They shape the social media landscape, are the popular culture influencers and are the emerging consumers.

It is important to understand the traits of Generation Alpha because they represent the future and provide a lens through which to look at the next decade and beyond. While Generation Alpha are currently our primary school students, by the end of the 2020’s they will be moving into adulthood, the workforce and household formation, ready or not. If organisations want to not only exist in a decade’s time, but thrive and flourish, then understanding Generation Alpha and the future they will be shaped in and contribute to, is imperative.