Why Generation ZAlpha?

It all started when…

About a half year ago, my 8-year-old daughter asked me during breakfast to visit Legoland in London. The point was that her ‘friend’ Max told her that Legoland in London was great, so great that she was excited to go there.

Mister Max is the leading figures on a YouTube family channel vlog, describing everyday life, activities, and visits of the little brother and sister. They go for challenges with their parents, play videogames, make food and slime, and try new toys. He is a very good friend of my daughter.

It became clear to me that this kind of family vlogs are very trending. To those who are new to it, the excitement kids get from making slime and watching video games played by other people may look like a mystery, but imitation is a key mechanism of social learning.

Children copy what they see. Kidfluencers matter to kids all over the world. Favorite influencers that do most of their stuff on social media platforms also influence the way kids reason,and sometimes also influences their choices in what they watch or buy.

Why this book…

With this book, I wanted to dive into the added value of generational thinking, describe the latest generation kids born after 2010, and the changing context in which they grow up. I want to bring a more positive story as well as I strongly believe in youth culture as a driving force in change.

I had the opportunity to talk with many amazing kids and their parents worldwide on their digital habits, fears, and ambitions, kidpreneurship, and influencers. What you’ll find in the book is a selection of those conversations. Consider it as a reflection on the generation itself and as a peek into their inner workings for all those who would like to understand them better.

"Generation ZAlpha offers marketers insights to a socially conscious, entrepreneurial and diverse young generation - an endeavor that takes curiosity, courage and humility. Maarten Leyts strikes the right balance between marketing effectiveness and the immense responsibility that comes with engaging with children."
- Rebecka Allén, Director of Consumer Policy, World Federation of Advertisers