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...