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April Rubin:

"Generation Alpha, the first entirely online cohort. Its members have grappled with a climate crisis and pandemic — and can spend money more easily at their age than even their savviest close elders.

Seen as "a landmark generation," Gen Alpha — born between 2010 and 2024 — is expected to be the largest in history at more than 2 billion people, per Mark McCrindle, a social researcher who coined "Generation Alpha" and determined its bounds."