Understanding Generation Alpha

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.

If there was one take-out from the MRS Kids and Youth Research event held in London in January 2017, it was that it is becoming harder than ever to pin down common characteristics of 'Generation Alpha' – the next demographic cohort after millennials. While it may be easy to stereotype this group as addicted to their devices, whiling away the hours watching YouTube videos and posting Snapchat Stories, the presence of actual teenagers at the event served as a powerful reminder that they shouldn't all be grouped together as an amorphous, clichéd collective.

Research firm Ipsos introduced three teenage girls...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands