Generation Alpha, often shortened to Gen Alpha, is the demographic cohort succeeding Generation Z. It is the first generation to be born entirely in the 21st century, with birth years typically ranging from the early 2010s to the early-to-mid 2020s. Named after the first letter in the Greek alphabet, Generation Alpha is characterized by being digital natives, growing up in a highly technological and interconnected world. They are the children of Millennials and are expected to be the most materially endowed and technologically savvy generation ever, with a significant influence on social media and popular culture. The name "Generation Alpha" originated from a 2008 survey conducted by the Australian consulting agency McCrindle Research