Carter, Christine Michel. “The Complete Guide to Generation Alpha, The Children of Millennials.” Forbes Women, 21 Dec. 2016. https://www.forbes.com/sites/christinecarter/2016/12/21/the-complete-guide-to-generation-alpha-the-children-of-millennials/?sh=325347cf3623
Author Christine Michel Carter identifies two factors that shape Generation Alpha: parents and technology. "Never before," she claims, "has there been such a passionate, intense, and borderline obsessive relationship between two generations as the one between Millennials and Generation Alpha.” She cites as causes:
the skyrocketing cost of raising children
the greatest number of single-child households in American history
Millennials’ (Alpha's parents) assertion that being a parent is both their most desired role and important identity.
As a result, Generation Alpha is “the most materially endowed and technologically literate generation to date.”
With that status comes a penchant for overindulgence. By several measures, Alpha is also “more likely to grow up overindulged . . . selfish and expecting instant gratification” than any prior generation, yet while most Millennials admit their generation overindulges its children, only 40% of Millennial parents “can admit they consider themselves a parent who sometimes praises their generation Alpha child too much.” That suggests the issue is broader, deeper, and more hidden than can be easily remedied.
Carter also says Millennials are responsible for Alpha’s relationship with technology. More than 80% of Millennials play games or watch videos on screen devices on a daily basis. Businesses have exploited that connection to technology. They understand that overindulged children drive family spending decisions, so they advertise to parents who “happen to be entering their prime spending years" through their children. The strategy seems to be working. Although Alpha’s oldest member was six years old when Carter wrote her article, that (average) Alpha member's parents were “spending around $18 billion a year … on purchases for [the child], siblings, parents, friends, and other family members.” The Alpha-parent-technology triangle that has fueled a billion-dollar “U.S. K-12 edutech market” is expected to grow as Alpha ages.
Carter provides a concise picture of what society should pay attention to as Alpha makes its way through the educational system. Her article is a helpful quick-guide for educators and, one would hope, for parents.