About the Author

Mark McCrindle is a social researcher and futurist who coined the term 'Generation Alpha'. He is internationally recognised as a leader in tracking emerging issues and researching social trends. As an award-winning social researcher Mark has appeared across many television networks and other media, including Sunrise, Today, ABC News 24, ACA and Today Tonight. He is a best-selling author, an influential thought leader, TEDx speaker and Principal of McCrindle Research. His advisory, communications and research company, McCrindle, count among its clients more than 100 of Australia's largest companies and leading international brands.Ashley Fell is a social researcher, TEDx speaker and Communications Director at McCrindle Research. As a trends analyst and media commentator, Ashley has a wealth of experience and brings robust, research-based content to her work.

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