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Understanding Generation Alpha

This special report created by WIRED Consulting and Hotwire explores the latest technologies shaping Generation Alpha. It investigates how the evolving digital environment will influence their tastes, consumer habits and how we market to them in the future.
Michele Marconi

The latest demographic cohort - Generation Alpha - will be growing up in an unprecedented environment of digital technologies. From AI toys, through to virtual and augmented realities, this new environment will shape this generation's perceptions and influence their attitudes, habits and cognitive abilities.

Through interviews with world-leading neuroscientists, social-media strategists, toy-makers and marketers this new report, from WIRED Consulting and Hotwire, explores the impact of technology on the Alpha Brain.

Some of the key questions we explore, include:

  • What impact are digital technologies having on generation Alpha?
  • Which technologies will have the greatest influence on this generation?
  • How are new technologies changing the way that young people communicate?
  • What do organisations and companies need to do, to adapt to the new alpha brain?
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Understanding the trends and changes covered in this report will be essential for those with a desire to stay ahead of shifting tastes and attitudes.

Download the report here and gain insight into the Alpha brain.

Michele Marconi

Featuring views and insights from:

  • Hannah Broadbent , Deputy CEO at Childnet
  • Bethany Koby, CEO and Co-founder of Tech Will Save Us
  • Yvonne Rogers, Professor of Interaction Design, University College London
  • Susan Greenfield, Research scientist, author and broadcaster
  • Mark Palatucci, Co-founder of Anki
  • Patti Valkenburg, Professor of Media, Youth and Society, the University of Amsterdam
  • Randi Williams, Graduate Research Assistant in the Personal Robots Group, MIT Media Lab
  • Andrew Stephen, Associate Dean of Research and L’Oréal Professor of Marketing, Oxford University’s Saïd Business School
  • Jean Twenge, Author of iGen: Why Today’s Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy–and Completely Unprepared for Adulthood
  • Birk Rawlings,Head of DreamWorksTV, AwesomenessTV
  • Stefania Druga, Graduate Student in the Personal Robots Group, MIT Media Lab

If you want to know what understanding Generation Alpha means for comms and for more information on Hotwire, visit https://www.hotwireglobal.com/generation-alpha

This article was originally published by WIRED UK