Algorithms, authenticity, and ‘aura’: 4 experts on how to win over Gen Alpha

Leaders of Gen Alpha-loved brands spoke at the Fast Company Innovation Festival on what drives the youngest generation.

Members of Gen Alpha, the generation born after 2010, are a motivated bunch of kids. They are deeply passionate about what moves them, which seems to be driven by algorithms as much as it is by the authenticity of brands and products, a group of experts explained at the Fast Company Innovation Festival last month.