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HELENOR GILMOURDirector of Insight

PETE MAGINNDirector of Insight

We are getting to know Generation Alpha well. Born from 2010 onwards, their lives have been marked by huge societal shifts and events, none more so than in 2020 the year of the Coronavirus pandemic.

As the first of them head towards their teenage years – a time synonymous with frustration, confusion and rebellion – this new exploration was borne from our assertion last year that Gen Alpha were already young activists.

Now we can see that, although 20% have already attended a protest, they are in fact, changing the world by stealth carrying out millions of acts of rebellion each week. They can’t all be Gretas with global campaigns but supported by their Millennial parents they are gradually changing society through small actions and living by example.

This is hugely powerful. Gen Alpha’s “constructive” rebellion is even now impacting societal change, and as a generation driven by the belief in the power of one, they will prove a challenge for the waiting world. The question is, are we ready for them?

Generation Alpha are a shining beacon of hope in – let’s face it –a pretty dark moment in time! In spite of and because of growing up amidst such turbulent events, this past year has been packed full of inspiring examples of the nascent, young activist traits becoming more developed, pronounced and creative.

Our study showcases stirring illustrations of everyday rebellion, whether this is educating parents and grandparents on inappropriate language, or challenging adults who drop litter. Many of their demands from the adult world are gilded with pragmatism and a sense of maturity way beyond their years.

The new form of stealth rebellion is already proving to instigate change in a different, more acceptable way to adults, compared to more destructive, disruptive rebellion. When coupled with the Millennial parent family unit - which we already saw being more egalitarian and open to Gen Alpha suggestion and persuasion –this means daily decisions, consumptions and

purchasing dynamics are being strongly influenced by the youngest in the family. This has obvious implications for any business and brand for whom families are a key audience.

OVER

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Born of Millennial parents who, have not only become their most trusted role models but who embrace and encourage their children’s causes, Generation Alpha are growing up within flatter more democratic parenting structures. They get a say in major family decisions from an early age and believe they have skin in the game when it comes to positively impacting the world we live in. We believe this new generation will effect that impact.

This report will differentiate evolutionary youth rebellion versus generational rebellion. Kids and teens are challenging norms at an ever-younger age, 20%* of 5-9 year olds have already taken part in a protest. But our analysis for this study shows that instead of anarchy and acts of rebellion, which were rites of passage for previous generations, kids today are carrying out daily acts of activism which will drive change just as effectively.

Rather than grand gestures, rolled eyes and strops we are seeing a generation who are responsible, frown on destruction and bad behaviour and will challenge everyday injustice.

Under pressure and with realistic ambitions, they are solution focused and willing to innovate and use technology to drive change.

Compared to previous generations they share so many values with their parents (and grandparents!) and will work with them to take society and government to task.

Generation Alpha have the potential to make the greatest societal change of previous generations. It won't be a rebellion that previous generations will recognise or even be aware of.

We may find that Gen Alpha's greatest rebellion is in changing the world by stealth.

REBELS?

In our landmark whitepaper of 2019; Getting to Know Gen Alpha, we identified this emerging generation as young activists.

Then throughout 2019 and 2020, as images of climate and Black Lives Matter protests hit our screens, activism naturally brought to mind destructive acts of rebellion.

But how is solution-focused and creative Gen Alpha's activism manifesting itself and what will signify rebellion for this generation in the years to come?

REBELLION: THE ACTION OR PROCESS OF RESISTING AUTHORITY, CONTROL, OR CONVENTION.

*Getting To Know Gen Alpha (June 2019), Beano Studios

Would like their parents to spend less time on their own devices and focus more on family time

BEANOBRAIN.COM

THE NEW REBELLION