UNDERSTANDING GENERATION ALPHA

GENERATION ALPHAP ublished byMcCrindle Research Pty Ltd105, 29 Solent Circuit Norwest NSW 2153 +612 8824 3422 All information contained in this report is believed to be correct and unbiased, but the publisher does not accept responsibility for any loss arising from decisions made upon this information. McCrindle 2020. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the prior permission of the is a GENERATION that comprises more than 1 in 7 people, who are influencing the purchasing power of their household and are key to the future, yet few people have heard of them.

generational research that generic labels rather than descriptive ones are likely to last. Names like the Baby Boomers, which describe a unique demographic phenomenon at the birth of a generation, based on the timing when the leading edge were coming of age, are a departure from the norm. A label like Generation X, Generation Z or Generation Alpha

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