How to Think
About Gen Alpha

Gen Alpha is having a moment—this cohort of kids under 12 years old makes up roughly 12% of the U.S. population and they’ve become suddenly famous for everything from category engagement to cultural influence. But much of the research on Gen Alpha offers lifestage insights as bona fide generational conclusions, confusing the present for the future. But the trouble in trying to divine generational insights about Alphas right now is we’re missing the one thing we need most. Generational research is in essence about the cohort effects created by starting points—those shared experiences of a group of people throughout their formative years that inform their attitudes, values, and behaviors later on in life. Without them, claims about Alpha’s generational hallmarks will inevitably lead brands and marketers astray. There is, however, a better way to think about this cohort, and with more than 50 years as market research’s leading authority on generations, MONITOR is here to help.