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WATCH LIVE | Beyond emojis and acronyms: beneath the surface of youth marketing Join the Sunday Times GenNext online discussion with Yellowwood and Gautrain on how brands can ensure they’re relatable and authentic 23 February 2021 - 16:00 Sponsored As technology becomes more of a staple of our daily lives, it influences the way we raise families and engage our children. As a result, the older, “boomer” generation is struggling to relate to the Alpha children of today. Lives that were once considered sophisticated and aspirational by the Baby Boomers (born 1946 1965) and Gen X’ers (born 1966-1976) are almost obsolete. Few (if any) of today’s youth will ever have watched a movie on VHS tape, wound a music cassette with a pencil, fed paper into a typewriter, climbed off the sofa to physically change a TV channel, or heard the whirr of an overhead projector.

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