As we’re still pondering how to deal with Gen Z, the next generation, Gen Alpha, is just around the corner. Born in or after 2010, they not only upend everything we know about the older Generations X and Y, they are also very different from the next-oldest cohort, Gen Z. It is clear that today’s 15-year-olds and younger will revolutionise our working world and market dynamics. Simone Jocham, innovation expert at Mediaplus, explains why companies should take a close look now.