Talking to Gen Alpha: The New Rules of Engagement




Good Relations


  • Helenor Gilmour & Pete Maginn, Beano Brain
  • Saffron Clague, LEGO Group

Generation Alpha is the demographic cohort succeeding Generation Z, a generation set to exceed two billion people worldwide by 2025, and one with dramatically different behaviours and values to those before it.

But who really is Gen Alpha? And how can brands meet their expectations; both in terms of matching their activist spirit and providing interactive, responsive digital experiences?

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