The role of brands in the business of being a kid

This article shares research into Gen Alpha, young people born since 2010.

This article is part of a Spotlight EMEA series on Gen Alpha. Read more

Gen Alpha is the generation that will save the world, at least that’s what their Millennial parents think. The majority of mums and dads think their kids, born since 2010, will help solve the problems caused by previous generations.

But until this unique cohort is ready to fully take on this challenge, there is still the serious business of growing up to contend with – and smart brands have a significant role to play.

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