Move Over Gen Z, Generation Alpha Is The One To Watch

Originally published on AdAge on January 22, 2019.

Forget pleas for a puppy. Today's kids demand gadgets. "I'd rather have an iPad—better than a dog," says one pint-sized participant in a recent video on the role technology plays in the lives of children. The clip, produced by Hotwire, a global PR and integrated marketing agency, also depicts a toddler losing control when an adult tries to wrestle away her tablet. It's part of a larger study about Generation Alpha, the tech-savvy young children of millennials whose rising influence could soon make Gen Z an afterthought.