The cultural cycle ramping up to the arrival of Alphas was shaped by a catalogue of destabilising events. Recession, climate change, the Trump presidency and Brexit dominated headlines and conversations. That was all before living through the unexpected disruption and trauma of Covid, followed by massive geopolitical conflict creating yet more global instability. Unlike their millennial parents who distrusted institutions, Fourth Turning theory tells us that Alphas are likely to seek structure, belonging and community. Having witnessed parents struggling with climbing mortgage rates, redundancies, and repeated financial crises, they’ll also be inherently cautious with money and prioritize economic stability.
