Understanding Generation Alpha

Abstract

Much has been studied and known about the twentieth-century generations with emphasis on the Millennials and Generation Z related to their personality traits, value systems, aspirations, and cultural fit at organization and societal level. Their successor, the first true generation of the twenty-first century, namely the Generation Alpha, had already made their mark in the consumerism and technology-driven world. Born in and after 2010, the eldest Generation Alpha is still in their school-years and had already influenced the trend of marketing, technology, and priorities of their millennials parent. There is a dearth of study exploring the different facets of Generation Alpha and to this end, the present paper attempts to unravel, understand, and contextualize Generation Alpha within the ecology of the twenty-first century world. Considering the present and the future to reckon, certain psychological traits of Generation Alpha along with their problems and vulnerabilities have been discussed. The paper envisages a promising future for Generation Alpha, but with caveats, requiring timely interventions.