People are curious about what’s in store after Gen Z. But there is a problem
WHAT COMES after Z? Lots of names have been pitched for the world’s youngest generation, born roughly since 2010. Some are predictable, such as “iPad kids” and “Generation AI”. Others are perplexing, as with “Polars”, which nods both to growing polarization and shrinking ice caps.
One name has caught on in the English-speaking West: “Generation Alpha”. It symbolises a fresh chapter, says Mark McCrindle, the Australian demographer behind it. He canvassed people for ideas nearly 20 years ago; many suggested the name “Gen A”. But rather than go back to the start of the Latin alphabet, he pivoted to the Greek one.
“Alpha” has recently become a buzzword. A slew of reports and surveys has been published about these youngsters, revealing things they are interested in (video games, sports) and not (recycling, the news). Punters have even predicted the future: Alphas, they say, will be the most innovative cohort yet.
Such insights make for good headlines. But social scientists agree that it is too soon to identify the distinctive characteristics of a cohort that includes toddlers. Predicting how these children will turn out as adults has “no more value than astrology”, says Bobby Duffy, a professor at King’s College London. Plenty of judgments made now will be proved wrong in the future.
Research is largely driven by commercial interests. Alpha is projected to be the world’s largest generation, with more than 2bn members. By 2029 nearly $5.5trn will be spent on Alphas a year, predicts Mr McCrindle’s research firm. That presents an opportunity for businesses, and for the marketing firms that advise “how to prepare for Gen Alpha”.
Restrictions around marketing to youngsters prevent many insights. Governments regulate advertisements aimed at minors, and stop their personal data from being collected without parental consent. Some surveys about Gen Alpha are filled out by parents, who interpret their children’s habits. Many of the conclusions drawn do not apply to the youngest, nappy-wearing members.
There are disagreements about who exactly counts as Alpha. Mr McCrindle thinks the cohort should include those born between 2010 and 2024. Yet other firms say Gen Z only stopped being born in 2012. Because there is no official taxonomy, one person’s Z is another’s Alpha. But no one can deny that Alphas are in their formative years. Attitudes and values change as people grow up and settle as they come of age. It will be at least five years before Alphas are old enough for real differences to be seen between them and others, reckons Mr Duffy. Until then the generation will keep pundits, and parents, on their toes.
Add a Comment