Článek Lucie Müllerové. Jsou to malé děti, maximálně teenageři. Potomci mileniálů, nastupující generace, která má být tou nejpočetnější v historii lidstva. A také tou nejvzdělanější, nejinformovanější a nejbohatší. A právě proto se takzvanou generaci alfa snaží velké firmy, marketéři, obchodníci a tvůrci reklam detailně poznat už teď, i když většinu z těchto dětí zajímají jen hračkářství.
Pojem generace alfa použil poprvé Mark McCrindle, sociolog a zakladatel stejnojmenné australské poradenské agentury, a to v roce 2008, když se právě studiem budoucí generace agentura zabývala. Jde o děti narozené mezi lety 2010 a 2024 a používají se pro ně i termíny digitální domorodci či screen generation (v překladu něco jako displejová generace).
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