Perceptions of Generation Alpha

Born between 2010 and 2024, Generation Alpha is the first cohort to be entirely born in the 21st century. While they are often labelled as tech-savvy or digital natives, there is a much deeper story to tell about their resilience, their social awareness, and the unique pressures they face.

This report explores how Australians truly perceive this emerging generation and identifies the global events, from the pandemic to the rise of social media, that are defining their formative years.

You’ll discover:

• Why Gen Z and Millennials see Alpha as resilient and hard-working, while older generations are more likely to label them as anxious or entitled
• How Gen Alpha has higher digital engagement than any previous generation, and what this means for their social formation
• Understand how COVID-19 has impacted their learning, their reliance on screens, and their ability to build face-to-face connections
• The data behind the rising concern for physical appearance in a generation that has never known a world without social media
• The high levels of environmental and mental health awareness that define Alpha’s outlook and will eventually drive their consumer choices.