In our landmark white paper Getting to Know Gen Alpha (2019) we identified this emerging generation as young activists. And throughout 2019 and 2020 as images of climate and Black Lives Matter protests hit our screens, activism naturally brought to mind destructive acts of rebellion.
However, from tracking kids and teens over the last ten months our latest white paper The New Rebellion reveals that Generation Alpha have the potential to make the greatest societal change of previous generations.
It won't be a rebellion that previous generations will recognise or even be aware of. We may find that Gen Alpha's greatest rebellion is in changing the world by stealth.
Join an exclusive webinar where our Directors of Insight Helenor Gilmour and Pete Maginn will explore the white paper findings, reveal the new Gen Alpha rebellion in more detail and explain what this means for brands in 2021 and beyond.
