What Is Generation Alpha?

Generation Alpha is the name given to the generation of people who are or will be born between 2010 and 2024. Generation Alpha is the first generation to be born entirely in the 21st century. It comprises the largest cohort in human history, which will total over 2 billion people.

Generation Alpha members have been immersed in technology since birth, spending more time online and in front of computer screens, smartphones, and tablets than any prior group. Due to longer life expectancy trends, many members of this generation will live to see the 22nd century.

Who Is Generation Alpha?

Generation Alpha is the successor to Generation Z, which comprises those born between 1997 and 2012, according to the Pew Research Center. Generation Alpha are mostly the children of Millennials, those born between 1981 and 1996.

The term Generation Alpha was first coined in 2005 by demographer Mark McCrindle, founder of the Australian consultancy firm McCrindle. McCrindle explained the thinking behind his naming choice as follows: "In keeping with this scientific naming of using the Greek alphabet in lieu of the Latin and having worked our way through Generations X, Y, and Z, we settled on the next cohort being Generation Alpha—not a return to the old, but the start of something new."

Characteristics of Generation Alpha

Despite the relative youth of Generation Alpha, researchers have already begun to predict the characteristics that will define it. Below are some of the emerging features of this new generation:

Technology Benefits and Drawbacks

Generation Alpha is projected to be the most tech-savvy and digitally empowered generation in history. Their time spent online and in front of screens will likely exceed prior generations. This familiarity and exposure to technology can be seen as a social experiment in some ways, whose consequences are not yet fully known.

Despite its benefits, the technology may also have drawbacks, such as reduced attention spans and difficulty with social interaction. While the Mayo Clinic recommends children under the age of 5 limit their screen time to 1 hour per day, studies show that the children of Generation Alpha often significantly exceed that threshold.

Formal Education

Because Generation Alpha will have more access to data and information than any generation that came before it, this may produce tangible benefits in education. According to McCrindle, "[Generation Alpha's] formal education has never been equalled in the history of the world, with a predicted 1 in 2 Gen Alphas to obtain a university degree."

COVID-19 Pandemic

In a similar vein, the education of Generation Alpha will be defined in large part by virtual learning, accelerated by the COVID-19 pandemic. This generation was forced to adapt to new methods of remote learning. This has given members of Generation Alpha a unique perspective on the virtual classroom and revolutionized how they interact with teachers and fellow students.

Environmental Awareness

Generation Alpha will face environmental challenges to a degree that prior generations have not encountered. According to McCrindle, Generation Alpha has exhibited an even higher environmental awareness than Gen Z.

Future Outlook for Generation Alpha

In addition to understanding the characteristics of Generation Alpha, it's critical to note the particular economic circumstances and challenges they'll confront.

Economic Challenges

It is estimated that 65% of Generation Alpha will work in a job that does not exist today. This is primarily due to emerging industries that are expected to create new fields of work, such as "nanotechnology, blockchain, cyber security, autonomous transport, and virtual reality."

As they age, and enter the workforce, their impact will likely continue to grow. According to Harvard Business Review Analytic Services, when the oldest members of Generation Alpha reach adulthood in 2029, the collective economic footprint is expected to exceed $5.46 trillion. As such, this generation will be highly valued by marketers, but they will need to understand their unique attributes and adapt their marketing strategies to reach them. That means more in-their-face ads, as companies seek to build brand loyalty early.

Environmental Challenges

Generation Alpha’s two billion people will face challenges related to population growth and the environment that no generation before has faced. According to a paper published by the American Association For the Advancement of Science, children born in 2020 will see a two to seven-fold increase in extreme weather events compared to children born in 1960. Many members of Generation Alpha’s two billion people will live to see the 22nd century, where they will share the planet with over 11 billion people.

The Bottom Line

Generation Alpha is the largest generation in human history, encompassing those born between 2010 and 2024 and totaling over 2 billion people. This generation is projected to be characterized by heightened technological savvy and environmental awareness. Generation Alpha will also face unique challenges given the evolving economy, changing climate, and growing global population. Many members of Generation Alpha will live long enough to see the 22nd century, at which point the world population will surpass 11 billion.