Decoding Generation AlphaJune 6, 2024

Generation Alpha, the largest generation in the history of the world with a global economic footprint that outsizes Millennials and Gen Z combined, is dictating the future of business. BCW, soon to be Burson, surveyed over 1,000 Gen A children (ages 7-14) and their parents to uncover their values, expectations, and influence.

This report delves into the emergent generation born and bred in the era of unprecedented technological advancements, a global pandemic, global civil unrest, and interconnectedness. Gen A represents a demographic characterized by digital nativism and defined by diversity. Learn about #SephoraTweens, the in-person vs. digital debate and hear from parents.