I’m Gen Alpha, and I think adult marketers should stop trying so hard to define us

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A recent report from Morning Consult purported to be a “brand’s guide” to kids my age, but it ended up perpetuating the same old generational tropes.

Market research firm Morning Consult recently released a report entitled “A Brand’s Guide to Gen Alpha,” and as a part of Gen Alpha, I think it’s completely ridiculous. This report feeds into the idea I’ve heard from adults that they can sit back and do nothing while Gen Alpha solves the climate crisis they gave us. It makes us seem as if we’re tech wizards and cyborgs who spend our days in virtual reality. So let’s look through the many layers of weirdness in this report.

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