Raising Gen Alpha

We're very exited to share with you today our latest study into Generation Alpha - Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation.

To truly understand and get to grips with Generation Alpha, we’ve taken a step back and looked to their Millennial parents to shed light on how their key characteristics are being nurtured today.

The contextual world today is undoubtably impacting their approach, shaping their parenting styles and setting them apart from previous generations. But these parents are striving towards perfection in every sense of the word. They are ready to take matters into their own hands in order to build and create the ‘perfect’ nurturing environment for their little ones. For some this means breaking away from traditional schooling methods, for others it’s a career break and for many it about carefully researching and selecting a set of best parenting practices.

We’ve seen much of the tensions lie within this strive for perfection, particularly as they navigate the online world of social media. And as they try to keep up with the fast-paced nature of today in the hope of better understanding tomorrow, it’s clear these Millennials are creating a world where Gen A can truly be embraced as the creative, unique and accepting individuals they are.

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