I'm newsletter-obsessed and when reading the latest one from the PR Council this morning, I was intrigued by an opinion piece from Ruth Bernstein at creative shop Yard NYC on kids are now becoming one of the most important purchasing decision makers in today's households.

As someone with two small children, I can attest that the majority of my purchasing decisions at home are made with them in mind - or at least they're the justification for buying new things. Like, yes, we need to get that new throw for the sofa because it will better protect it from their grubby hands. Or I really do need to get a Kitchen Aid so that I can bake with them...

This opinion piece really struck home with me, but it was notable that the kids mentioned in it were from Generation Z - a generation older than my children. 

But, what's becoming clearer is that my children are growing up with a world where the solution is always in technology. My 4-year old regularly asks me to Google it if I don't know the answer to his question, or to watch a YouTube video of whatever he's just imagined. 

This completely separate mind shift is something that we've explored in a joint report with WIRED to look at kids my children's age: Generation Alpha (children born after 2010).

Our report aims to shed light not only on how this generation is growing up and interacting with the world around them through the lens of technology, but also the impact that this will have on marketers.

Brands need to think not only of the now - on how to include tech-savvy teenagers in their marketing campaigns, but also on the future for how to include and engage with tomorrow's even savvier kids, tweens and teens. 

Do we have all the answers? No. But as the article on Campaign says "Knowledge is Power." For those of you wanting some of this, would love you to join us on a webinar we're hosting on November 8 with industry veterans including Birk Rawlings from Dreamworks and Awesomeness TV and Mark Palatucci, co-founder of Anki, along with scientists from MIT Media Lab and UCSF. Look forward to talking with you then so we can start to navigating the complexities of engaging with this next generation (and their parents like me).