But time’s ticking and there’s a new fresh-faced cohort coming up the ranks.
Enter, Generation Alpha.
Born between 2010 and 2025, Gen Alpha – sometimes referred to as Gen A – is the latest group hot on the heels of Gen Z – with many expected to reach adulthood by 2023.
They are the first generation to be born entirely in the 21st century – and the kids in this demographic have already lived through a lot in their early years: Brexit, the #MeToo movement, a global pandemic, the death of a monarch and a war in Ukraine – to name a few.
They’re also the first truly digital generation – AKA, born into a world run by technology.
Jemima Cox, the head of social sciences at insights agency Canvas8, explains: ‘Gen Z is often referred to as digital natives, but for Gen A, technology is completely second nature.’
It’s worth pointing out that lots of them are also pandemic children.
Jemima adds: ‘The pandemic has made it challenging for Gen Z to transition into adolescence and adulthood, while for Gen A, the impact is still happening as they are learning about the world.
‘This has a significant impact on how they form friendships and communicate.’
While Makua Adimora, a behavioural analyst at Canvas8, adds: ‘After two years of lockdowns, Gen Alphas have unique barriers to catching up on their development.
‘Parents are particularly worried about the long-term effects of isolation on their kids’ social and cognitive development, with 52% of British parents with kids aged between two and four saying their development has been negatively affected.’
Experts say it’s also a generation that’s likely to experience a lot of change – and fast.
Makua adds: ‘Gen Alphas, many of whom have not been born yet, will experience change at a faster pace than their parents or grandparents.
‘And while there’s plenty to be concerned about in the future – from a global recession instigated by COVID-19 to the alarming impact of the climate crisis – they’re finding comfort and companionship in the solace of their digital worlds.’
All the different age groups:
- The Silent Generation: Born 1928-1945 (78-95 years old)
- Baby Boomers: Born 1946-1964 (59-77 years old)
- Gen X: Born 1965-1980 (43-58 years old)
- Millennials: Born 1981-1996 (27-42 years old)
- Gen Z: Born 1997-2012 (11-26 years old)
- Gen Alpha: Born early 2010s-2025 (0-about 10 years old)
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MORE : Generation Z are now ‘the loneliest generation’
MORE : Which generation am I? Find out if you are a Millennial, Gen Z, or Boomer
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