What comes after Generation Z? Introducing Generation Alpha

Friday, August 01, 2014

Gen Zeds are the most formally educated generation in Australian history – not only have they started their schooling younger, they are also projected to stay in it for longer. Whilst 1 in 10 of the Builders generation have a university degree, 1 in 5 Baby Boomers, 1 in 4 Generation Xers and 1 in 3 Gen Ys, it is projected that 1 in 2 Gen Zeds will be university educated. With the increased focus on formal education and the increased time spent behind screens and on digital devices, it is unsurprising that they live largely indoors; after all, their parents place priority on homework, coaching and extra-curricular activities over a carefree childhood. These sedentary lifestyles are having an impact on our Gen Zeds – based on the current trends, it is projected that in 2027, when all Gen Z have reached adulthood, 77.9% of males and 61.2% of females will be overweight or obese.

However when it comes to getting outdoors and getting active, Gen Zeds have their favourite sports – with Gen Z males top sports being soccer (17%), AFL (15%) and Basketball (10%), and for Gen Z females, their top sports are netball (21%), dance (15%) followed by swimming (9%).

The Zeds are up-ageing because they are growing up faster. In less than a century, the onset of puberty in girls has gone from 14.6 years (1920) to 10.5 years today, with the trend similar for boys, with puberty on setting before the age of 12. They are also in education earlier and are exposed to marketing younger. Despite the environmentally conscientious times, the Zeds are the most marketed-to children of all time and the biggest consumers of any generation of children.

This Internet-savvy, technologically literate generation has been shaped to multitask. They move quickly from one task to another, often placing more value on speed than accuracy. They have only known a wireless, hyperlinked, user-generated world where they are only ever a few clicks away from any piece of knowledge. The world is an open book to Gen Z.

Over the lifetime of a Gen Zed, technology has transformed our society. When the oldest Gen Zeds were 2 years of age in 1997, Google.com was registered as a domain, and when they turned 5, USB flash drives and Nokia 3310 mobile phones were on the market.

Here’s a summary technology timeline in the life of a Gen Z:

Technology Timeline 1995 to 2014

  • 1997: Google.com is registered as a domain
  • 1998: Portable MP3 players enter the market
  • 2000: USB flash drives become available, Nokia 3310 launched
  • 2001: Wikipedia is launched
  • 2003: MySpace is launched
  • 2005: YouTube is launched
  • 2006: Facebook opens to the public
  • 2006: Twitter is launched
  • 2007: Dropbox founded
  • 2007: First iPhone released
  • 2009: Whatsapp founded
  • 2010: iPad is launched
  • 2010: Instagram launched
  • 2012: Facebook has 1 billion active users
  • 2014: Google Glass launched

Gen Alpha

The launch of the iPad in 2010 coincided with the beginning of our current generation of children, Generation Alpha – and there are now 2.5 million Gen Alphas being born around the globe each week. They were born into a world of iPhones (in fact the word of the year in 2010 when they were first born was “app”), YouTube (there are now 100 hours of YouTube videos uploaded every minute, and in this environment they are more influenced by the visual and the video than the written and the verbal), and Instagram (where life is photographed and shared instantly and globally).

It’s a world where for the first time in history the average age of first marriage (29.7) is older than the average age of first birth (27.7) across OECD countries.

It’s a world of Screenagers where not only do they multi-screen and multi-task, but where glass has become the new medium for content dissemination and unlike the medium of paper, it is a kinaesthetic, visual, interactive, connective and portable format.

It’s truly the millennial generation, born and shaped fully in the 21st century, and the first generation that in record numbers will see in the 22nd century as well.

And that’s why we’ve called them Generation Alpha. And so, after Generations X, Y and Z, it’s not a return to the beginning but the start of a whole new nomenclature for an entirely new generation, in this new millennium.

See our latest infographic on Gen Z and Gen Alpha below. To find out more about these Generations, order your copy of Mark McCrindle's newly updated book, the ABC of XYZ

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


cars school moreton bay Hills Shire Council online social couple Aussie consumerism internship christmas Generation X future of education capital city curiosity employers national wealth parenting rise of local media commentary supply and demand CBD hobart deloitte award winner forum poor housing affordability community engagement home owner car identity baby name predictions mccrindle in the media entrepreneurial cartodb selfie millionth spirituality learner socialising father's day Population Clock careers post rationalism marrickville social media future of shopping newspaper safe Crime Rates DESTEL award house prices insights mccrindle research kate middleton focus group geomapping innovation rain baby tattoos cooking Education Future Forum lalor park event commute grave decision potts point acf15 suburb Vocational education rich study finance norwest meetings financial future participants workplace mateship TED dream property states tuesday report Wellington vegemite rent socialites pharmacies infographic wall Christmas season staff house Northern beaches Event growth wolloomooloo Queensland: QLD SRE belief authenticity huffington post summer prince george clothing trends ease of travel Melbourne TEDx lifestyle baby name staying in the changing face of Assistant Store Manager 2020 mortgage baby boomers home ownership marketing crime high density wealth and income faux-cilise ipswich survey fresh social enquiry wedding average aussie 1994 #censusfail Generation Y Geoff Brailey wealth distribution baby names Sydney happiness work-life internships christian Northern Territory community event schools students learning rule keeper food bondi coffee 1980 showreel renting PSI ABS village social change long weekend Social Trend business qualitative research 24,000,000 program repayments global moderators guide trend apartments Kiwi Aussies not-for-profit shopping centre demography Gen Y contiki video christianity social commentary ferry Sydney keynote speaker water CPI tertiary education women media criminal financial household media release customer pyrmont friends office survey design leadership workshop royal dreaming friendship paying to work tips change logan student VET menai eliane miles TAS non profit Kirsten Brewer Australian demographics Res Vis wellbeing in the media generations mccrindle Real Estate Institute of Victoria high density living trends of 2016 the great screenage stats training google for education conference speaker personal growth ACF 2016 youth unemployment crows nest cold greatness 2016 census hornsby teachers real 2014 cultural diversity mining boom spend men keynote future proof Canberra demographic brand experience in depth interviews case study demographics ashley fell Deaths teach aged care financial dreams year 7 sydneysider quote shbc organisational culture cost forecast mythbusters WA balance earnings environmental scanning skills investment train grandparents neutral bay System's Architect housing trends forecasting mobile pharmacy property market environment holiday jobs of the future urban Australian Dream business performance GPO social researchers teleworking global generations fears slideshare social shifts social commentator Research Executive Territory Christmas lunch technology research visualisation housing market the average aussie daily telegraph optus education sector futurist professional presenters breakfast tv Andrew Duffin conference presentation gen alpha going out small business Royals micro "know the times" JOMO thought leadership Channel 7 South Australia national crime rates culture megatrends office space energy omnibus weekly earnings marriages leader analysis the hills shire meals tableau goals home New South Wales Australian Communities Trends goal growing population baby boom litter speakers pack social analysis trades royal baby Financial Planning Week celebration Channel Seven 2015 school students visualisation community sports monarchy language conference unemployment narcissism future of work 10 years engage Real Estate capital cities 2012 intern religion internet the australian dream brand owning a home population renter of the future Sydney Hills Business Chamber cloudy days census data ethnography recap Births aged care puzzle urban taskforce publication snapshot Macquarie University ACT ideas news hills changing face of sydney World Water Day cica group Australia Day 2017 living australians staying home more workplace culture TDE speakers NSW google Merry Christmas shopper's pick manly society shopping data visualisation resilience Australian Bureau of Statistics English Northern Beaches Christian School population milestone housing Caregiver royal influence city insight annual income demographic trends culturally diverse research report collaborative online shopping cash generation Charlotte Financial Planning Association land of the middle class low density house price mother's day The Daily Edition economy work baby names australia report The ABC of XYZ interactive Australians generation alpha sydney hills Australian Census parents rising house prices university degree waverton Valentine’s Day rental stress REIV Conference digital SMSF bus university easter communicate Christmas presents professional services demographer overcast sydney metro area New Zeland FPA blaxland victoria local communities relevant twentyseventeen cancel plans infographic Australian Population volunteers budget trend tuesday social issues communities Western Australia learn micro apartments engagement baby names report presentations TED talk Do It Yourself purpose Adelaide data personalities average Australian charity middle class plans data analyst travel children business index offenders social life optus my business awards McCrindle Speakers infographics students Northern Beaches resource sustainable Australian communities residents house price rise sector wide apartment mover and shaker australian communities trends report education future report emerging trends stay home sunny days focus groups aussie culture social trends sector wide study gen z workshop year 12 market research unaffordable affordability storytelling Scouts communication 1968 local community Queensland screenage Tuesday Trend economic hello fresh teaching wage society trends public speaking sector Australian Trends tea presentation social research sydneycity list emerging generations follow research data divorce wealth demographic transformations cancelling plans 23 million toys trends of 2017 youth financial independence NT story 24 million Work place 2016 travelling Bathburst entrepreneur public holiday sunburnt country Tuesday Trends New Zealand retirement wages housing growth panel young australians research pack ageing census 2016 average sydneysider marriage proactive global financial crisis facts ACF Duchess of Cambridge optimistic future proofing gold coast poker master schools state world ashley mckenzie 2017 entertainment domestic anzac population map population growth priorities FOMO 2016 census results research services commuters australian communities forum Australia street woolworths Tasmania high density apartments HSC world youth day REIV National Conference future learning styles public speaker relational healthy future responsive new york times cost of living statistics challenge NEETs generation Z sydney event government events experience education young people seasons new office impact households NBRS keynote speaker workforce bureau researcher organisations builders professional development career know the times earn Financial Planning Association of Australia VET sector Netflix January 26th typical australian townhouses Skilling mentor VIC perth faith social lives James Ward darwin census results social impact speaker future-proof high school innovative Australian Families entrepreneurs of today gender princess charlotte cancelling event millennials vegetarian medicine shifts DIY increasing densification sentiments research buildings easy rider dessert child care family professional salary divorce rate local alpha urban living networking emerging technologies investing Australia Day trends analyst debt NBRS Architecture suburban living thrive Australian schools collaboration holidays educated etiquette educhat winter blues 40 million Research Director transport teacher professional speaker life hopes faux-cilising Engineering Manager national private wealth consumer baby name trends census fail australian social research Myth suburbs names school satisfaction affordable wealth and income distribution outsourcing families urban living index earning eliane Christchurch brisbane motivate results office opening income sun the hills equip communications australia Australian Home ageing population winter define 1975 employment click Word Up graphs 2013 weather generational trends group session education future SA mythbusting education research census social researcher daily commute royal family leadership Gen X brands hills shire media activity ultimo jobs dare to dream Mark McCrindle nfp product Wagga Wagga financial fears IT Specialists not for profit work mates conferences sydneysiders debate millenials Wodonga cultural diveristy Love Hornsby Shire Council SMART politics church mccrindle tea February 16 property price investor sydney speaker EFF faux-ciliser visual