New Big Village Search for Cassandra Digs Into ‘Gen Alpha’ Values ​​and Identity

“The iPad was a game changer. The pandemic was a game changer. TikTok was a game changer. The incredible speed at which the world moves today often means the game changes before all the pieces can be placed on the last game board. . And this is the world the Gen Alphas were born into,” said Kathy Sheehan, Senior Vice President, Cassandra. “A world with technological and scientific breakthroughs that previous generations could not even imagine. But also, a world that sometimes feels like it is on the brink of social, political and environmental collapse. When the result of everything our world order is an enigma, Gen Alpha’s well-being depends on his ability to ride these waves of chaos.”

Technology and being digital native play a big role in how Generation Alpha sees themselves and the world around them. In fact, 55% of 7-12 year olds use social media and 76% of respondents think the benefits of technology outweigh the disadvantages. Technology has become Gen Alpha’s tool of choice, placing it at the center of everything they do, including learning, with 77% of Gen Alphas saying they learn best when using technology. With that in mind, it’s no surprise that 82% of Gen Alphas agree that they can understand most things if they have access to technology.

While Gen Alpha clearly values ​​humor, kindness, and creativity in themselves and others, when asked how they presented themselves, 58% of them responded as a gamer with the game. at the top of their list of favorite hobbies. To further drive home that social media and technology are shaping the generation, 64% of Generation Alpha would rather be a YouTube/social media influencer than the president of United States. But social media isn’t all the generation cares about. Mental health also weighs on Gen Alpha’s mind. 59% of Gen Alphas agree mental health is a big deal and 62% say their school should focus more on mental health education than physical education.

“The market calls them Gen Alpha, but at Cassandra we see them much more than just the next generation following the Zs,” Sheehan continued. “Generation Alpha is the most socially conscious generation we have studied. Between living their most developmentally critical years through a global pandemic and carrying the weight of previous generations and their decisions on their shoulders, they come of age infinitely complex situation. Despite this, they show kindness, empathy and fluidity and are convinced that they have also received what they see as the answer to many of these challenges: access and capabilities unrivaled technologies from an early age. With that comes endless possibilities. That’s why we think Generation Infinite might be a more appropriate name for this next cohort.

The Alphas appropriate their identity. They are curious and openly challenge outdated notions about gender and sexuality and everything in between. 84% of Gen Alphas surveyed believe that a person’s pronouns should be respected and fight for people’s right to be able to express who they are. Don’t assume anything about Gen Alpha. They will let you know who they are.

Gen Alpha: Infinite Generation is the culmination of research conducted this spring with children, their parents and early childhood experts. Cassandra conducted a quantitative survey of a nationally representative sample of 1,000 U.S. parents of Gen Alphas and 700 older Gen Alphas (7-12 years old) as well as expert interviews, Gen Alpha focus groups and Parents , and groups of teachers and school counsellors.

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About Cassandra by Big Village

Cassandra is the leading authority on Millennials, Gen Z and Gen Alpha research, focusing on emerging trends, generational perspectives and youth behavior. Cassandra is a cultural analytics and strategy group within Big Village, a global advertising, technology and data company. As leading experts on young consumers and the cultural forces shaping their lives for nearly 20 years, Cassandra empowers businesses to see tomorrow™. Learn more at

About Big Village

Big Village is a global advertising, technology and data company. Driven by our diverse group of experts, we offer a new way of working by bringing together programmatic solutions, media, ideas and creativity under one roof. Big Village is headquartered in New York and has 12 offices across North America, Europeand Australia. Learn more at

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SOURCE Grand Village