Generation Alpha is the cohort born roughly from 2010 onward, representing the youngest generation growing up in today’s fast-evolving digital landscape. They follow Generation Z and are often considered the first generation to be born entirely in the 21st century. Their formative years are shaped by unprecedented access to technology, global connectivity, and rapid social change. For creatives, understanding Generation Alpha means grasping not only their age range but also the unique cultural, technological, and social environment they are immersed in.
Unlike earlier generations, Generation Alpha is growing up with devices and platforms that did not exist a decade ago. Smartphones, tablets, and smart home devices have been part of their world since infancy. The experiences and expectations they develop as digital natives differ drastically from those of their parents and older siblings. This deep familiarity with technology influences how they communicate, learn, entertain themselves, and ultimately, how they engage with creative content.
Digital Natives from Birth
One of the defining traits of Generation Alpha is their status as true digital natives. They have never known a world without instant access to information or constant connectivity. This has profound implications for their media consumption and learning styles. They navigate screens and apps with intuitive ease, often interacting with multiple devices simultaneously.
Their digital literacy at an early age means they expect content to be accessible, fast-paced, and visually appealing. Slow-loading websites, lengthy text-heavy articles, or passive forms of entertainment hold less appeal. Instead, they gravitate toward interactive and immersive experiences where they can explore and participate rather than just observe. For creatives, this means designing content and experiences that meet these expectations, leveraging multimedia, gamification, and responsive interfaces to capture and hold their attention.
The omnipresence of digital technology also shapes Generation Alpha’s social behavior. Many form friendships, communities, and identity expressions through online platforms before or alongside in-person interactions. This blend of virtual and real-world socialization influences their tastes, values, and creative preferences.
Visual Communication Is Their Language
Generation Alpha has grown up in a visual-first culture. Platforms such as YouTube, TikTok, and Instagram dominate their social and entertainment lives. These platforms emphasize short-form video, dynamic visuals, and interactive elements that allow users to create, remix, and share content effortlessly. Consequently, they process and communicate information primarily through visual and auditory channels rather than traditional text-based formats.
For creatives, this shift means that storytelling must be adapted to meet Gen Alpha’s expectations. Narrative structures that rely on long expository passages are less effective than those that use compelling imagery, quick pacing, and interactive storytelling techniques. Visual storytelling, including animation, augmented reality effects, and creative use of sound, plays a central role in how Generation Alpha engages with content.
In addition, this generation’s preference for video means that static media such as print or simple photography may struggle to capture their interest unless enhanced with interactivity or incorporated into multimedia projects. The ability to produce content that blends visuals, sound, and motion seamlessly will be a key skill for creatives targeting this audience.
Values and Social Awareness
Generation Alpha is growing up in a world with heightened awareness of social, environmental, and cultural issues. Topics like climate change, racial equality, mental health, and gender inclusivity are part of their daily conversations and media diet from a young age. They are more likely to seek out information and brands that align with their values and demonstrate authenticity.
This social consciousness translates into expectations for the content and messages creatives produce. Generation Alpha values transparency and sincerity. They respond positively to narratives that reflect diversity in all its forms and challenge stereotypes. They also expect creators to demonstrate responsibility, whether through promoting sustainability or supporting social justice causes.
For creatives, this means that content should not only entertain but also educate and inspire positive change. Storytelling that highlights diverse perspectives and encourages empathy will resonate more deeply with this audience. The cultural sensitivity and ethical responsibility embedded in creative work are increasingly important in building trust and loyalty among Generation Alpha.
Learning Preferences and Attention Span
The learning environment for Generation Alpha is heavily influenced by digital tools and platforms that emphasize interactivity, instant feedback, and gamified elements. Educational apps, video tutorials, and virtual classrooms are common components of their schooling experience. These methods cater to their preference for engaging, hands-on learning over passive reception.
As a result, Generation Alpha tends to have shorter attention spans, shaped by the fast pace and variety of stimuli they experience daily. Creatives who wish to connect with this group need to deliver messages quickly and effectively, using concise and engaging formats. This doesn’t mean oversimplifying content but rather breaking it into manageable, stimulating segments that maintain interest.
Interactive content that invites participation, such as quizzes, polls, or choose-your-own-adventure stories, can hold their focus longer than traditional formats. Educational content that leverages storytelling and gamification techniques also tends to be more effective for this generation.
Additionally, Generation Alpha’s access to vast amounts of information means they are often skilled at quickly filtering content for relevance and quality. Creatives must be thoughtful in how they present ideas, ensuring clarity and value to avoid being dismissed as noise.
The Role of Family and Community in Shaping Gen Alpha
Although Generation Alpha is highly connected to digital spaces, family and community still play a significant role in shaping their values and consumption habits. Parents and caregivers of Gen Alpha are often millennials, who are themselves digitally savvy and conscious consumers. This dynamic influences the kinds of products, media, and experiences that reach Generation Alpha.
For creatives, understanding this relationship is important because content aimed at Generation Alpha often needs to appeal indirectly to parents and guardians who influence purchasing decisions. This means that messaging around safety, educational value, and ethical standards may be just as important as entertainment and engagement.
Furthermore, Generation Alpha’s social circles include both online friends and local communities, creating a hybrid influence on trends and tastes. Creators who can tap into these overlapping spheres of influence stand a better chance of resonating with the generation as a whole.
The Growing Importance of Multiculturalism
Generation Alpha is the most ethnically and culturally diverse generation to date in many parts of the world. Their exposure to global cultures through media and social platforms has broadened their perspectives and expectations around representation. They are more likely to accept and celebrate differences in race, culture, language, and identity.
For creatives, this trend means that one-size-fits-all approaches are increasingly ineffective. Content that reflects multicultural experiences, includes diverse voices, and avoids cultural appropriation or stereotypes will resonate more authentically with Generation Alpha.
Multiculturalism also influences creative trends such as music, fashion, language, and storytelling styles. Embracing this diversity in creative projects can foster deeper engagement and connection with this young audience.
Implications for Creatives
The characteristics of Generation Alpha present both challenges and opportunities for creatives. Their digital fluency, visual communication preferences, social awareness, and multicultural identity require a new approach to content creation and storytelling.
Creatives must be agile, embracing new technologies and platforms to meet Gen Alpha where they are. Storytelling should be concise, visually compelling, interactive, and value-driven. Building authentic connections based on shared values and social responsibility will be critical in capturing their attention and loyalty.
Understanding Generation Alpha’s unique mindset and environment is the first step for creatives to adapt and thrive. By recognizing their digital nativity, social values, learning preferences, and cultural diversity, creatives can craft work that resonates meaningfully with this emerging generation.
The Role of Mobile and Smart Devices
Generation Alpha has grown up in a world dominated by mobile and smart devices. From a very young age, tablets and smartphones are not just tools but extensions of their daily lives. These devices serve as gateways to learning, entertainment, communication, and social interaction. Unlike older generations who transitioned into mobile use gradually, Gen Alpha has been immersed in a mobile-first environment from birth.
This digital immersion shapes their media consumption habits profoundly. They expect content to be optimized for mobile viewing, which means it should load quickly, be easy to navigate, and fit smaller screens seamlessly. Creatives must prioritize mobile-friendly design, ensuring that visuals, videos, and interactive elements are fully responsive.
Additionally, smart devices such as voice assistants and connected toys influence how Generation Alpha interacts with content. These tools create opportunities for voice-activated storytelling, interactive games, and educational experiences that respond to natural language, offering more personalized and accessible engagement.
Streaming and On-Demand Entertainment
Unlike previous generations who grew up with scheduled television programming, Generation Alpha has been raised with on-demand streaming services. Platforms such as Netflix, Disney+, YouTube Kids, and other streaming outlets provide instant access to a vast library of content. This shift changes the way they consume entertainment.
Generation Alpha favors binge-watching series, exploring curated playlists, and switching between content types quickly. This creates a demand for content that is easily digestible in shorter segments yet rich enough to encourage sustained engagement. Creatives need to think in terms of episodic content, serialized storytelling, and the potential for multi-platform distribution.
Moreover, the algorithm-driven recommendations on streaming platforms influence what Gen Alpha watches. Creatives who understand these algorithms and design content that encourages repeated viewing and shares across social networks will have an advantage in capturing attention.
Gaming as a Social and Cultural Platform
For Generation Alpha, gaming is not merely a pastime; it is a central social and cultural platform. Games like Roblox, Fortnite, and Minecraft have evolved beyond entertainment to become interactive social spaces where young users meet, create, and collaborate.
These gaming environments blend creativity and community, offering tools for users to build worlds, design avatars, and participate in shared events. This participatory culture means that Generation Alpha often experiences storytelling and brand engagement through game mechanics.
For creatives, tapping into this space requires a shift in mindset. Instead of traditional top-down content delivery, success comes from creating opportunities for user participation and co-creation. Collaborations with game developers or designing branded experiences within games can offer immersive and memorable ways to connect with Gen Alpha.
The Importance of User-Generated Content
Generation Alpha is not content to be passive consumers. They actively produce and share their content, whether through videos, artwork, memes, or social media posts. Platforms that encourage user-generated content, such as TikTok, YouTube Shorts, and Instagram Reels, empower this generation to express their creativity and influence peers.
This trend affects how creatives approach content development. Rather than solely creating finished products, there is value in enabling audiences to remix, customize, or add to the content. Interactive campaigns, challenges, and co-creative projects foster a sense of ownership and deeper engagement among Gen Alpha users.
Encouraging participation also helps content spread organically, as users share their creations within their networks. For creatives, this means that collaboration with audiences is not only a strategy for engagement but also an essential part of content dissemination.
The Rise of Augmented Reality and Virtual Reality
Augmented reality (AR) and virtual reality (VR) technologies are increasingly accessible to Generation Alpha, providing new avenues for immersive experiences. AR overlays digital elements onto the physical world through smartphone cameras or smart glasses, while VR offers fully immersive digital environments.
These technologies align well with Generation Alpha’s desire for interactive, experiential content. AR apps can make learning more engaging by bringing static images to life or enabling virtual try-ons for products. VR can transport users to entirely new worlds for education, entertainment, or socializing.
Creatives who incorporate AR and VR can create unique, memorable experiences that stand out in a crowded digital landscape. These tools also offer opportunities for storytelling that blends the physical and digital, appealing to Gen Alpha’s tech-savvy and imaginative nature.
Social Media Habits and Platform Preferences
Social media usage for Generation Alpha is distinct from older groups in both platform preference and behavior. While younger children might use YouTube and TikTok, older Alpha members increasingly adopt Instagram, Snapchat, and newer platforms tailored to their interests.
This generation prefers platforms that prioritize video, ephemeral content, and interactive features such as polls, filters, and live streaming. They value authenticity and peer interaction over polished, celebrity-driven content. Creatives need to create content that feels genuine, fun, and shareable.
Understanding these preferences helps creatives craft tailored strategies that reach Gen Alpha effectively. It also means keeping up with platform evolution, new features, and the cultural norms within these digital communities.
Personalized Experiences and AI
Generation Alpha has grown up in an era where personalization powered by artificial intelligence (AI) is common. Whether it’s recommendations on streaming services or curated learning apps, their digital experiences are increasingly tailored to individual preferences and behaviors.
For creatives, leveraging AI to create personalized content or adaptive experiences can improve relevance and engagement. This may include AI-driven storytelling where narratives change based on user choices or content recommendations that evolve with the user’s interests.
Personalization also helps in delivering the right message at the right time, increasing the chances of meaningful connections. Creatives who understand and implement personalized content strategies will be better positioned to captivate Generation Alpha.
The Expectation of Instant Gratification
Raised in a fast-paced digital environment, Generation Alpha often expects immediate results and feedback. Whether playing games, watching videos, or interacting with apps, slow or delayed experiences can quickly lead to disengagement.
For creatives, this means designing content that loads quickly, responds instantly to user input, and provides clear rewards or feedback. Interactive elements should be intuitive and seamless to maintain flow and keep the user immersed.
Instant gratification also applies to communication style. Messages that get to the point quickly and use engaging hooks are more likely to succeed with Gen Alpha than content that unfolds slowly or relies heavily on exposition.
Multiscreen and Multitasking Behavior
Generation Alpha is comfortable using multiple screens and switching between activities effortlessly. They might watch a video on a tablet while texting friends on a smartphone or listen to music while gaming on a console.
This multitasking behavior affects how they consume content. Creatives need to consider that their audience may not be fully focused on one medium or message at a time. Content should be designed to work well in short bursts or be easy to pick up and put down.
Creating layered experiences that reward exploration or enable casual interaction can cater to this behavior. For example, adding subtitles to videos allows viewers to follow along even without sound, accommodating multiscreen environments.
Data Privacy and Digital Safety Concerns
While Generation Alpha is digitally savvy, their parents and caregivers remain concerned about data privacy and online safety. Creatives and brands must navigate these concerns responsibly when creating content or digital products targeted at young audiences.
Transparency about data use, implementing strong privacy protections, and creating safe environments are critical. Creatives who prioritize ethical standards in digital content foster trust not only with Generation Alpha but also with their families.
Adhering to regulations such as COPPA in the United States and GDPR in Europe is part of meeting these expectations. Clear communication about safety and privacy reassures families and supports positive engagement.
Early Awareness of Social Issues
Generation Alpha is growing up at a time when social, environmental, and political issues are front and center in media and everyday conversations. From climate change to social justice movements, these topics are increasingly discussed in classrooms, online, and even at home.
This early exposure fosters a heightened social consciousness among Gen Alpha. They are more aware than previous generations of the challenges facing the world and often expect brands and content creators to take a stand on important issues. For creatives, this means aligning content with values such as inclusivity, sustainability, and fairness is more than a trend; it’s a necessity.
Gen Alpha responds well to authentic messages that reflect these concerns. Content that feels superficial or merely opportunistic may be rejected, so sincerity and transparency are key when addressing social topics.
Diversity and Inclusion as Expectations
Diversity and inclusion are not optional but expected by Generation Alpha. They are the most ethnically diverse generation so far, and their media consumption reflects a demand for representation of all races, genders, abilities, and identities.
This expectation shapes their preferences for stories, characters, and messaging. Creatives need to ensure diverse voices are present both in front of and behind the camera or canvas. Authentic representation resonates with Gen Alpha and fosters a sense of belonging.
Inclusion also means accessibility. Designing content that can be enjoyed by people with different abilities, including visual or hearing impairments, is essential. This can include subtitles, audio descriptions, and interface designs that accommodate various needs.
The Desire for Positive Role Models
Generation Alpha seeks positive and relatable role models who inspire confidence, empathy, and creativity. Unlike earlier generations that might have idolized celebrities with curated personas, Gen Alpha tends to admire individuals who demonstrate authenticity, kindness, and social responsibility.
For creatives, this means content featuring role models who reflect these traits will be more impactful. Storytelling that highlights growth, overcoming challenges, teamwork, and kindness aligns well with Gen Alpha’s values.
Furthermore, these role models do not have to be famous. Everyday heroes, peers, or animated characters with strong moral compasses can provide powerful inspiration. Creatives should explore narratives that celebrate diversity in role models and challenge stereotypes.
Collaborative and Community-Oriented Mindset
Generation Alpha values collaboration and community more than individual achievement. Digital platforms have shown them how collective efforts can drive change and create meaningful experiences.
This mindset influences how they engage with content and brands. Gen Alpha favors participatory projects, group challenges, and content that encourages social connection rather than passive consumption.
Creatives should consider designing interactive experiences that foster community, such as group storytelling, co-creation workshops, or social challenges that promote teamwork and inclusivity. Building a sense of belonging and shared purpose increases loyalty and engagement.
Learning Through Play and Exploration
For Generation Alpha, play is a powerful mode of learning and discovery. Educational content that incorporates playfulness, exploration, and hands-on activities aligns well with their developmental needs and attention spans.
This generation responds well to gamified learning, interactive storytelling, and content that encourages curiosity rather than rote memorization. Creatives working in educational media or with learning objectives should prioritize engagement and fun alongside information delivery.
Exploratory learning also means offering choices and open-ended experiences where children can follow their interests and develop critical thinking. This contrasts with traditional linear approaches and reflects Gen Alpha’s preference for autonomy and creativity.
Environmental Responsibility and Sustainability
Growing up amid urgent discussions about climate change and environmental degradation, Generation Alpha has a strong awareness of sustainability issues. Many in this generation feel a personal responsibility to protect the planet.
Creatives should reflect these concerns by incorporating themes of environmental stewardship and sustainable practices into their content. Whether through storytelling, product design, or brand messaging, showing respect for nature and promoting eco-friendly behaviors resonates deeply with Gen Alpha.
Additionally, transparency about sustainability efforts builds trust. For example, brands that highlight eco-friendly materials or ethical production processes can foster a positive connection with this audience.
The Influence of Family and Caregivers
Despite being digital natives, Generation Alpha is still heavily influenced by their families and caregivers, especially in terms of values, media choices, and online safety.
For creatives, this means content targeting Gen Alpha should also consider the perspectives of parents and guardians. Educational value, age-appropriateness, and trustworthiness are important factors that adults evaluate.
Collaborating with caregivers through co-viewing experiences, educational guides, or family-friendly interactive content can enhance engagement. When families feel involved and respected, they are more likely to support and promote content to Gen Alpha children.
Balancing Screen Time with Offline Experiences
Parents and caregivers of Generation Alpha are increasingly aware of the need to balance screen time with offline activities. This concern shapes the kinds of content and experiences Gen Alpha can access.
Creatives can support this balance by designing content that encourages breaks, physical activity, or offline learning. For example, augmented reality experiences that combine outdoor exploration with digital interaction offer a healthy blend of screen and real-world engagement.
Encouraging offline creativity, such as arts and crafts inspired by digital content, can also strengthen the connection between virtual and physical play. Content that supports holistic development aligns with family values and promotes well-being.
Emotional Intelligence and Mental Health Awareness
Generation Alpha benefits from growing conversations about emotional intelligence and mental health that were less prevalent for earlier generations. Awareness of feelings, empathy, and coping strategies is increasingly integrated into educational and media content.
For creatives, addressing emotional well-being through stories and characters helps Gen Alpha develop resilience and self-awareness. Content that normalizes emotions, teaches mindfulness, or offers supportive messages creates a positive impact.
This focus on emotional intelligence also means that humor, kindness, and constructive conflict resolution in storytelling are highly valued. Creatives can use narrative to model healthy relationships and emotional growth.
The Shift Toward Purpose-Driven Content
Generation Alpha prefers content and brands that demonstrate clear purpose and social impact. They want to engage with stories and products that contribute to making the world better, rather than purely entertaining or commercial offerings.
This shift challenges creatives to think beyond entertainment value and incorporate meaningful messages into their work. Whether through environmental themes, social justice, or community-building narratives, purpose-driven content resonates strongly.
Moreover, Gen Alpha values transparency about these efforts. Simply stating a purpose is not enough; showing genuine commitment and concrete actions builds trust and loyalty over time.
Embrace Authenticity and Transparency
Generation Alpha has a keen ability to detect inauthenticity. Raised on social media and digital communication, they value honesty and transparency above all else. Creatives aiming to connect with this audience must prioritize authenticity in every aspect of their work.
This means avoiding overly polished or insincere messaging and instead focusing on genuine storytelling that reflects real experiences and emotions. Whether in character development, brand communication, or educational content, authenticity builds trust and fosters lasting connections with Gen Alpha.
Transparency also extends to how content is created and presented. Sharing behind-the-scenes processes, acknowledging mistakes, or involving young audiences in content creation enhances credibility and engagement.
Prioritize Interactive and Participatory Content
Generation Alpha expects to be active participants rather than passive consumers. Interactive content that invites them to explore, create, or make choices is more engaging and memorable.
For creatives, this means designing experiences such as games, quizzes, choose-your-own-adventure stories, or collaborative projects that allow Gen Alpha users to influence the outcome. This participatory approach aligns with their digital fluency and desire for autonomy.
Incorporating elements of user-generated content can also boost engagement. Encouraging young audiences to share their creations, remix content, or participate in challenges fosters a sense of community and co-ownership.
Leverage Short-Form and Visually Rich Formats
With decreasing attention spans and a preference for fast-paced content, Generation Alpha favors short-form media that is visually stimulating and easy to consume on mobile devices.
Creatives should focus on concise storytelling, striking visuals, and dynamic formats such as vertical videos, animations, and interactive infographics. Platforms like TikTok and YouTube Shorts have set expectations for this type of content consumption.
This shift calls for innovative approaches to narrative structure, pacing, and design. Every second counts, so content must captivate quickly while delivering meaningful or entertaining messages.
Integrate Educational Elements Seamlessly
While Generation Alpha values entertainment, they and their caregivers also appreciate content with educational benefits. Creatives have an opportunity to blend learning and fun by incorporating educational elements naturally within content.
This can take the form of gamified learning, problem-solving challenges, or stories that teach social-emotional skills alongside entertainment. Making learning a seamless part of the experience increases engagement and supports developmental goals.
Collaborations with educators or experts can enhance the credibility and effectiveness of educational content, ensuring it meets the needs of both children and families.
Utilize Emerging Technologies Creatively
Emerging technologies such as augmented reality, virtual reality, and artificial intelligence offer powerful tools to engage Generation Alpha in novel ways.
Creatives should explore how these technologies can create immersive, personalized, and interactive experiences that go beyond traditional media. For example, AR apps that bring storybooks to life or AI-driven adaptive games can captivate young audiences.
Staying informed about technological trends and experimenting with new formats keeps content fresh and relevant for Gen Alpha, who are quick to adopt innovations.
Foster Inclusivity and Representation in Every Aspect
Inclusivity is non-negotiable when creating content for Generation Alpha. They expect to see diverse representation of cultures, identities, and abilities reflected authentically in stories, characters, and creators.
Creatives must go beyond tokenism by involving diverse voices in the creative process and ensuring that narratives respect and celebrate differences. Accessibility features such as subtitles, audio descriptions, and adaptable interfaces are equally important.
By fostering inclusivity, creatives not only meet Gen Alpha’s expectations but also enrich storytelling and broaden their audience.
Encourage Social Connection and Collaboration
Generation Alpha thrives on social connection and often uses digital platforms to collaborate with peers. Content that facilitates social interaction can enhance engagement and provide additional value.
Creatives can design multiplayer games, collaborative storytelling platforms, or social challenges that bring users together. Enabling communication, sharing, and cooperative problem-solving taps into Gen Alpha’s community-oriented mindset.
Supporting safe and positive online environments is critical to ensure these social experiences are constructive and enjoyable.
Adapt to Multiscreen and Multitasking Behaviors
Generation Alpha is adept at multitasking across multiple screens and devices. Creatives should design content that fits this behavior by allowing flexible consumption and interaction.
This could mean providing subtitles or transcripts for videos, creating content that works well with or without sound, or designing experiences that can be paused and resumed easily. Multi-device synchronization or companion apps enhance convenience.
Understanding that Gen Alpha may split their attention encourages the creation of layered, modular content that remains engaging even in fragmented viewing conditions.
Address Privacy and Safety Proactively
Given the concerns of parents and caregivers, addressing privacy and safety is essential when creating content for Generation Alpha.
Creatives should prioritize compliance with regulations, clearly communicate data practices, and design environments that protect young users. Transparent privacy policies and easy-to-understand consent processes build trust.
Incorporating educational content about digital citizenship and online safety also empowers Gen Alpha to navigate the digital world responsibly.
Build Long-Term Relationships Through Consistency
Lastly, building lasting relationships with Generation Alpha requires consistent delivery of quality content and ongoing engagement.
Creatives should develop recognizable brands or franchises that evolve with their audience’s interests and developmental stages. Offering fresh content regularly and listening to feedback keeps Gen Alpha invested.
Creating a sense of community through forums, events, or social media channels strengthens loyalty and encourages advocacy among peers and families.
Final Thoughts
Generation Alpha represents a transformative opportunity and challenge for creatives. Their unique blend of digital fluency, social consciousness, and desire for authentic engagement demands a fresh approach to content creation. Understanding their values, behaviors, and expectations is crucial for those who want to build meaningful connections with this generation.
As digital natives, Gen Alpha thrives on interactivity, inclusivity, and purpose-driven content. They are not passive consumers but active participants who seek to explore, create, and collaborate. Creatives who embrace transparency, authenticity, and innovation will find the most success in resonating with these young audiences.
Moreover, balancing technology use with offline experiences and supporting emotional intelligence helps nurture well-rounded development for Gen Alpha. Engaging their families and caregivers by addressing concerns about privacy, safety, and educational value strengthens trust and expands reach.
Ultimately, connecting with Generation Alpha means moving beyond traditional storytelling and marketing. It requires genuine, immersive experiences that reflect their diverse realities and empower them as creators themselves. By adapting to these emerging needs and trends, creatives can build lasting relationships with Generation Alpha and contribute positively to their growth and future.
The landscape is evolving rapidly, and staying informed, flexible, and respectful of Gen Alpha’s unique worldview will ensure creatives remain relevant and impactful in this new era.