Feb 7, 2024 - News

👋 Say hello to Gen Alpha

Illustration of the alpha symbol with a digital glitch effect

Illustration: Natalie Peeples/Axios

It's the only generation born fully in the 21st century: The oldest are about 13, and the youngest will arrive in the coming year.

Why it matters: Generation Alpha is the country's first entirely online cohort and is expected to become the largest in history at more than 2 billion people, Axios' April Rubin reports.

By the numbers: Gen Alpha — born between 2010 and today — made up nearly 15% of Metro Detroit residents as of 2022, or more than 630,000 people, per an Axios analysis of the latest American Community Survey data.

  • That tracks with the national 15% figure.

The big picture: Mostly the children of millennials, Gen Alpha members are already grappling with the effects of a climate crisis and a pandemic.

  • With smartphones in tow, they're no strangers to online play dates, artificial intelligence and widespread social and political challenges.
  • The oldest Alphas are the same age as the original iPad.

What's next: Marketers are pouring money into figuring out the tastes and habits of Gen Alpha, which has more sway and leverage over adults' purchasing decisions than any prior generation, researchers say.

Go deeper: A "landmark generation": Introducing Gen Alpha

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