ENGINE's Cassandra Launches Generation Alpha Study

Cassandra, the ENGINE Group's young consumer trendsetting insights business, has launched a syndicated study on Generation Alpha - defined as ages 0 to 11 - and plans to release the results this quarter.

Formed when media and marketing services company ENGINE acquired youth insights and consulting firm The Intelligence Group (IG), Casandra offers trend forecasting, research, brand strategy and consulting services to drive innovation and build deeper engagement with young people. The new Gen Alpha study has been launched to help clients understand the mindset and behavior of this demographic, and how these areas impact culture, business and brands.

To date, the research has revealed that when Gen Zs are asked about Gen Alpha, they feel that the latter has been 'handed a lot' - from the climate crisis to the impact of social media, as well as issues around misinformation. Cassandra SVP Kathy Sheehan (pictured) comments: 'For more than twenty years, Cassandra has been the authority on understanding youth culture, first starting with Millennials and then later, Gen Z. It is only natural that we should build upon this rich heritage of generational insights and culture and apply it to the next cohort'.

Web sites: www.enginegroup.com and www.cassandra.co .