As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

The charitable organization has commenced its annual Game to Change the World campaign aimed at Gen Alpha fundraisers. Gaming has become a pivotal tool in Gen Alpha’s sense-making practices, and young audiences will be expecting more than just immersion when it comes to virtual activations.

Some Gen Alpha kids are taking a stand against overconsumption – and dragging their parents along for the ride. With the climate crisis in mind, Alphas’ green expectations are impacting their parents’ purchasing choices, pushing brands to pursue sustainability in all offerings.

Healthtech company Eldera provides purpose and meaning to Gen Alphas, Older Adults, and everyone inbetween through its virtual activities. How can brands utilize intergenerational interaction to teach new skills, encourage deep connections, and provide a boost in mental wellbeing?

The oldest Gen Alphas are turning 13. The majority are the children of Gen Yers and are the first generation born entirely in the 21st century. By 2025, this generation will grow to more than two billion – the largest generation in history. So what’s next for digital-first Gen Alpha tweens?