Gen Alpha: The Generation That Will Redefine Consumers (and Companies)

Generation Alpha is still in school, yet they are already shaping the way households spend, brands
communicate, and investors think. Born between 2010 and 2025, they are the first generation entirely born in the 21st century – the children of Millennials and the younger siblings of Gen Z.

By 2025, Gen Alpha will number nearly 2 billion people worldwide, making them the largest generation in
history. And while they’re young, their early behaviours and values are sending strong signals about who the winners and losers of tomorrow’s economy will be.