Generation Alpha in Beta

Generational thinking is not a science, but a reliable framework for successful marketing, communications, and product strategy. This book describes how marketing is evolving for the demographic group Generation Y, born between 2010 – the year when the iPad and Instagram were launched – and 2025. This book examines the impact of technology and digitisation on the brains and development of this generation, the world’s future consumers. With examples and insight, it shows how young entrepreneurs and influencers use new media to promote their interests and associated brand preferences to their peers and to the world.