Previous generations have been labelled Builders, Baby Boomers, Gen X, Gen Y, Millenials or Gen Z. Now, according to social researcher Mark McCrindle, we are raising Generation Alpha. While many hate the labels and traits assigned to different age groups, defining what impacts a large section of a population can help explain how they behave. As parents that can help us understand how to better support our kids' growth, learning and evolution from small children to adults. Mark McCrindle and Ashley Fell have just released their book Generation Alpha: Understanding our children and helping them thrive. Mark McCrindle explains the biggest events shaping our children today, and how we might best support them into the future.