You’ve heard it, we’ve heard it, and even if no one knows exactly what it means yet, “Gen Alpha” is coming. Who exactly is the next generation everyone wants to know about? No one has reached a consensus on the years they’re born in yet—some say they begin 2013, others say as early as 2010 and ending in 2024. Clearly, there’s still some figuring out being done—and by the way, the exact definition of Gen Z is still a hotly contested mess. But, as we’ve done with previous generations, YPulse will be studying the next gen as they age up—and decoding their behavior for brands trying to reach them. We’re starting at the beginning: an explanation of how YPulse will define Gen Alpha, from how old they are to how they’re being raised to how brands can get to know the next gen of consumers before they can even talk. The “Y” in YPulse has always stood for “youth”—and when we began, the majority of youth was the Millennial generation. But Gen Z has...
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