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The New Rebellion

Updated: Feb 18

In our landmark white paper Getting to Know Gen Alpha (2019), we identified this emerging generation as young activists. And from tracking kids and teens over the last ten months, our latest white paper out today The New Rebellion reveals that Generation Alpha have the potential to make the greatest societal change of any generation.


Our report differentiates evolutionary youth rebellion versus generational rebellion. Our analysis shows that instead of anarchy and acts of rebellion, which were rites of passage for previous generations, Gen Alpha are carrying out daily acts of activism which will drive change just as effectively.


Rather than grand gestures, rolled eyes and strops we are seeing a generation who are responsible, frown on destruction and bad behaviour and will challenge everyday injustice.



Under pressure and with realistic ambitions, they are solution focused and willing to innovate and use technology to drive change. Compared to previous generations they share so many values with their parents (and grandparents!) and will work with them to take society and government to task.

In The New Rebellion, we reveal it won't be a rebellion that previous generations will recognise or even be aware of, Gen Alpha's greatest rebellion will be changing the world by stealth.


To hear more about the study join our webinar on Thursday 25 February.




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