Latest news with #GenerationAlpha
The Star
13 hours ago
- Entertainment
- The Star
Generation Alpha's 'FarmVille' is growing like crazy in 'Roblox'
Anyone older than 25 likely has fond – or madly frustrating – memories of playing FarmVille , the popular browser game that lets users grow virtual crops and herd pixelated animals. Agriculture aficionados can rejoice: Generation Alpha's FarmVille has arrived. Grow a Garden , a simplistic farming simulation that involves planting seeds and collecting exotic pets, has exploded as one of the most highly played titles of the year. Technically an 'experience' within the game-creation platform Roblox , it smashed its own record for concurrent users by reeling in 16.4 million active players on Saturday. It is a genuinely shocking feat. That number is more than Fortnite 's peak and greater than the concurrent player records of the top five Steam games combined. Grow a Garden 's allure might baffle anyone who has never toyed with slow-paced world-builders like Animal Crossing or Tomodachi Life. Players nurture a potpourri of plants and pets, which they can buy and sell in exchange for the in-game currency Sheckles, which can also be bought with Roblox's in-platform currency Robux (which can itself be purchased with real dollars). Plots begin barren before users transform them into fantastical safaris of shimmering frogs and prancing monkeys that each have their own special abilities. Suddenly, a player's dismal square brims with vibrant vegetation and beanstalks shooting into the sky. Numerous qualities elevate the game from a standard farm sim. It is the first major Roblox game to integrate offline growth, which encourages players to return to see changes. There are multiple time-sensitive components, including shops that restock with new items every five minutes and weekly drops (like the fruit-pollinating Bizzy Bees) with exclusive items that feel like can't-miss moments. Every little element has been shaped to keep people hooked, including blind-box pet eggs and the ability to steal things from other users' farms. These digital ranchers are so feverish that some have resorted to third-party sites to acquire the most legendary commodities. People have spent over US$100 (RM425) on eBay listings for the cosmic-looking Candy Blossom Tree and for Titanic Dragonflies. At its peak, Grow a Garden had more than triple the population of New Zealand, the home of Janzen Madsen, who runs Splitting Point Studios, which scouts and acquires rising games on the platform. When Madsen, 28, picked up Grow a Garden from the Roblox creator BMWLux in April, it had about 2,000 concurrent users. 'I was immediately like, 'Wow, this is pretty cool,'' said Madsen, who is also known as Jandel. 'Farming is pretty innate to humans. If you think about it, the past thousands and thousands of years, it's what everyone's done.' Madsen's team of about 20 people scaled the game, fixing bugs and adding key elements like daily quests. And it is still tinkering. Madsen teased an update involving dogs that would recover fossils that could be traded in for sand-themed fruits, and eventually a feature that allows people to trade items. He also wants to have celebrities host live events with him. Madsen has scaled many Roblox games, but nothing like this. He has seen people playing the game in real life, and all of his friends' children are loving it. 'To be platform-defining, or even industry-defining is crazy,' he said. As news about the game's record-obliterating player count spread across the internet, some were dubious about its legitimacy. But after comparisons with other games on Roblox , people have largely concluded that bots have not heavily contributed to Grow a Garden 's success. Some have theorised that the game is so popular because its bare-bones, subtly addictive gameplay appeals to a new, younger audience that is just starting to dominate Roblox . A popular video clip showed what looked like a classroom full of children sitting at computers excitedly awaiting a Grow a Garden update. Per Madsen's data, about 35% of its sizable player base is under 13. KreekCraft, a popular Roblox YouTuber, pointed to Grow a Garden 's popularity on TikTok and Shorts – full of juvenile, goofy clips of the game – as evidence of its younger users. 'Normally, whenever a Roblox game gets really popular, there's an equal reaction on the YouTube side of things,' said KreekCraft, whose real name is Forrest. Instead, there is barely any long-form content proportional to the game's success. Previous Roblox hits like Dress to Impress were buoyed by influencers like Kai Cenat, but this one is all short-form videos. 'It's a lot of younger kids coming in,' KreekCraft said. 'It's a very simple, straightforward, easy-to-understand game.' Still, the game is clearly beloved by people of all ages. Nobody has any clue how big it will become and how long it can continue this upward growth. 'It's definitely a Roblox game that came out of nowhere,' KreekCraft said in disbelief. 'It popped on the radar a few weeks ago and now it's broken every single Roblox record by miles. And it's just like, 'How did this happen? What is the ceiling here?' It blows my mind.' – ©2025 The New York Times Company This article originally appeared in The New York Times.
Yahoo
3 days ago
- Lifestyle
- Yahoo
Gen Alpha Is Different in So Many Ways, Including Their ‘Awkward Phase'—Here's Why
Fact checked by Sarah Scott If you've scrolled through recent end-of-school-year photos or passed a group of sephora tweens at the mall, you might notice something different about today's kids. Generation Alpha seems to be more polished, stylish, and mature than many of us were at their age. This is leading many parents to wonder if Generation Alpha is bypassing the "awkward phase.' TikTokers have been sharing their thoughts on this observation, with one saying Gen Alpha immediately gets to their 'glow-up stage' and another saying they are growing up way too fast. Is Generation Alpha really skipping the 'awkward phase?' The answer is more complicated than yes or no. While many tweens may look different on the outside, experts say the 'awkward phase' has not disappeared. It is simply taking new forms. The 'awkward phase' usually refers to the tween years, roughly ages 9 to 12, when kids physically, socially, and emotionally begin shifting into adolescence. It's a time of experimentation, often shown in bold fashion choices, offbeat interests, and social discomfort. In past decades, this stage was easy to spot: clashing colors, poor makeup attempts, and wardrobes inspired by favorite TV stars. But those outward signs only told part of the story. The 'awkward phase' has never been just about appearance. It's about identity-building, boundary-testing, and emotional growth. That hasn't changed for Generation Alpha. 'I don't think the 'awkward phase' has disappeared—it's just evolved,' explains Jessica Hill, founder of The Parent Collective, a platform supporting expectant and new parents."The awkwardness hasn't gone away; it's just being masked or reframed to fit into a highly-curated digital culture."Today's tweens are growing up in a world shaped less by cable TV and more by short-form videos, Instagram aesthetics, and influencer culture. Instead of idolizing sitcom trendsetters, many emulate lifestyle creators who promote capsule wardrobes, skincare routines, and age-appropriate yet refined looks. It may seem like today's children dress like young adults, but they are simply responding to their environment, just like every generation before them. Unsurprisingly, social media is playing a massive role. Most platforms require users to be at least 13, but research shows that 38% of kids 8 to 12 years old use social media, according to Common Sense Media. 'What kids see online—the styles, the humor, the ways of presenting yourself—bleeds into real life,' says Hill. 'The awkwardness hasn't gone away; it's just being masked or reframed to fit into a highly-curated digital culture.' That's true even for tweens who aren't actively posting or scrolling on social media; they are still absorbing norms through peers. But while signs of awkwardness may look different, the core experiences of middle childhood remain. Kids today are still figuring out who they are, navigating hormones, trying to fit in with peers, and managing friendships and emotions. Their inner worlds are just as complex as before. The difference is in how they express it. Rather than layering rainbow socks over leggings, a tween might pour creativity into editing videos or organizing Pinterest boards. As Hill puts it, 'Social media has dramatically shifted how kids form and express identity—and it's complicated.' It's natural for parents to feel uneasy as childhood seems to shift rapidly. The 'mini adult' look can create the impression that kids are maturing too fast or like innocence is fading. There's also concern that kids are becoming self-conscious earlier, pressured to present a polished image both on and offline. Social media doesn't just amplify comparison—it can rewire how kids relate to themselves and others. 'Modern-day tweens appear to be 'growing up faster,' as they are privy to more information than ever before and spend more time immersed in goal-oriented activities to hone singular areas of expertise at increasingly early ages,' says Debbie Raphael, MD, a double board-certified parent and child psychiatrist. This type of development and over-reliance on digital activities may come at a cost. 'Fast tracking the journey of middle childhood may lead tweens to forgo opportunities for mastering developmental tasks that, although difficult, are crucial to social functioning and future healthy relationships,' says Dr. Raphael. Instead of mourning the changes, focus on what tweens need most: space to grow, freedom to be imperfect, and reassurance that it's OK to not have all the answers. Celebrate a changing awkwardness. Tweens today still face complex emotions and uncertain friendships. Be present, laugh, and let them embrace their awkward moments. Make sure to check in with your tween and get to know their world by asking open-ended questions. Encourage creative outlets. Offer kids safe spaces for expression, such as art classes, digital storytelling, journaling, or DIY projects. Let them decorate their rooms or explore hobbies to support identity development. Use screens to bond. Try watching their favorite shows, following them on Instagram, or talking openly about what they're seeing online. 'Prioritizing relational health is paramount,' says Dr. Raphael. 'This means tending to our relationship with our tweens even as they retreat with their devices.' Understand new ways of connecting. Just because tweens spend more time online doesn't mean their friendships lack depth. 'My boys, for example, have vibrant social lives that often play out online,' Hill shares. 'They'll gather on Discord or game together for hours, laughing and talking as they would in person. That felt foreign to me at first but that doesn't make their experiences any less meaningful.' Model realness. Hill emphasizes the value of showing kids it's OK to be imperfect. 'The more we normalize realness at home, the less power the curated world of social media holds over them,' says Hill. Avoid adult assumptions. Dressing maturely doesn't mean a tween wants to grow up faster. Often, they mimic trends without understanding adult meanings. Approach with curiosity, not alarm. Remember, many kids of Generation Alpha may appear more composed, but they are still learning, fumbling, and forming who they are. Read the original article on Parents
North Wales Live
4 days ago
- Health
- North Wales Live
Soundproof booths and mental health days needed for employees, HR experts say
HR specialists are encouraging employers to introduce sound-proof work booths and designated mental health days off to cater for the needs of the emerging generation in the workplace. They recommend creating an environment where everyone can thrive. It includes offering flexible work schedules, promoting regular breaks, and implementing mentorship programmes. The study commissioned by Benenden Health, which surveyed 500 HR professionals, revealed that a staggering 77% are taking steps to ensure their workplaces are suitable for neurodivergent individuals. These recommendations were part of a report aimed at highlighting how employers can better support Generation Alpha as they join the workforce. Benenden Health's Chief People Officer, Mike Hay, stated: "It is important to understand and support neurodivergent individuals, including those within Generation Alpha, who will make up a growing part of the workforce." "Communication is key," he further added, "creating space for open, two-way conversations where employees feel safe to disclose their needs is essential, especially for those who may have faced stigma in the past." Dan Harris from the organisation also commented: "Autism diagnosis has increased by almost 800% in 20 years and other neurodivergent diagnoses are also on the rise. Businesses of the future need to adapt to this and are set to fail if they don't bring in measures to support these individuals." These measures include fostering open dialogue, advocating for regular breaks, and endorsing flexible working schedules. Mike commented: "In the next five years, the workforce will be the most diverse it has ever been, and we need to acknowledge that it takes time to learn and adapt our workplaces and leadership styles to support everyone's needs." A substantial 81% acknowledge the significance of these adjustments, suggesting a universal need for every individual to feel supported in order for productivity and creativity to truly thrive. Over two-thirds have seen an increase in employees asking for reasonable adjustments in the workplace over the past year to meet their needs. This view was echoed by those aged between 13 and 18, as a survey of 500 teenagers showed six out of 10 know with someone who is neurodivergent. Meanwhile, a fifth speak to their parents about neurodiversity on a regular basis. More than half of parents believe this openness is attributed to a growing awareness of what neurodiversity is and what adjustments may be needed.
Wales Online
4 days ago
- Health
- Wales Online
Soundproof booths and mental health days needed for employees, HR experts say
Soundproof booths and mental health days needed for employees, HR experts say A new report has revealed the changes that need to be made in the workplace to accommodate the needs of the upcoming generation. Workplaces are being urged to adapt their environment to needs of the workforce (Image: Getty Images ) HR specialists are encouraging employers to introduce sound-proof work booths and designated mental health days off to cater for the needs of the emerging generation in the workplace. They recommend creating an environment where everyone can thrive. It includes offering flexible work schedules, promoting regular breaks, and implementing mentorship programmes. The study commissioned by Benenden Health, which surveyed 500 HR professionals, revealed that a staggering 77% are taking steps to ensure their workplaces are suitable for neurodivergent individuals. These recommendations were part of a report aimed at highlighting how employers can better support Generation Alpha as they join the workforce. Benenden Health's Chief People Officer, Mike Hay, stated: "It is important to understand and support neurodivergent individuals, including those within Generation Alpha, who will make up a growing part of the workforce." "Communication is key," he further added, "creating space for open, two-way conversations where employees feel safe to disclose their needs is essential, especially for those who may have faced stigma in the past." Article continues below Eight in ten recognise the importance of workplace adjustments (Image: Getty Images ) Dan Harris from the organisation also commented: "Autism diagnosis has increased by almost 800% in 20 years and other neurodivergent diagnoses are also on the rise. Businesses of the future need to adapt to this and are set to fail if they don't bring in measures to support these individuals." These measures include fostering open dialogue, advocating for regular breaks, and endorsing flexible working schedules. Mike commented: "In the next five years, the workforce will be the most diverse it has ever been, and we need to acknowledge that it takes time to learn and adapt our workplaces and leadership styles to support everyone's needs." A substantial 81% acknowledge the significance of these adjustments, suggesting a universal need for every individual to feel supported in order for productivity and creativity to truly thrive. Most young people would seek out a workforce that took neurodiversity into account (Image: Getty Images ) Over two-thirds have seen an increase in employees asking for reasonable adjustments in the workplace over the past year to meet their needs. This view was echoed by those aged between 13 and 18, as a survey of 500 teenagers showed six out of 10 know with someone who is neurodivergent. Meanwhile, a fifth speak to their parents about neurodiversity on a regular basis. More than half of parents believe this openness is attributed to a growing awareness of what neurodiversity is and what adjustments may be needed. Article continues below Mike added: "This report is more than research. It is a starting point for meaningful change."
Campaign ME
4 days ago
- Entertainment
- Campaign ME
Himalaya speaks Gen Alpha's language without trying to be them
Himalaya Neem Face Wash, a staple in the skincare routines of young consumers across the region, is shifting gears in its latest campaign to speak more directly to Generation Alpha. The focus this time is less on product function and more on tone, language and relevance to a generation growing up fully immersed in digital platforms. 'This is a generation that has been raised as 'screenagers',' said Fatina Dababneh, General Manager – Marketing at Himalaya. 'They are far more connected, more self-aware and definitely more visually driven than those before them. We needed to cut through all that social noise, yet be relevant. The creative direction taken by the team at Amber really helped us break barriers and transcend the generational gap.' Created by Amber Communications, the campaign uses short-form films to frame the brand's message in everyday Gen Alpha scenarios. Each video features young girls engaged in popular activities like gaming, vlogging or sitting in strange positions, before focusing in on a breakout on their faces. A slightly out-of-touch narrator narrates each situation, stumbling over slang, references and generation alpha behaviour before anchoring the story – on the appearance of the zit – with the line: 'We know pimples'. 'Himalaya has been in the game for more than three decades,' said Leslie Paul, Executive Creative Director at Amber Communications. 'So, who better to claim the fact that there is no one out there who knows pimples the way they do. We wanted the brand to speak in a Gen Alpha language, without trying to be them. We leaned into a narrative that was non-preachy, and had no outdated metaphors or lectures. We made a connection that didn't come from mimicry, but rather from a place of confidence in what we know and respect for who we were talking to.' The campaign's creative tone is deliberately understated, using humour and familiarity rather than a heavy-handed sales message. Spot titles like 'The GOAT of pimple-free skin is here for the win!' and 'Now unboxing: Main Character Energy!' reflect this light-touch approach. According to the brand team, the campaign was designed to acknowledge Gen Alpha's preferences and communication style without forcing the brand into unfamiliar territory. 'With this campaign, we showed that Himalaya Neem Face Wash isn't just a heritage product,' said the team. 'It's a Gen Alpha ally. Because when it comes to pimples, nobody knows them like Himalaya Purifying Neem Face Wash does.' By shifting the focus to tone and cultural awareness, the campaign aims to maintain the brand's presence among new skincare users without overplaying its legacy or talking down to its audience. Credits Client: Himalaya General Manager, Marketing: Fatina Dababneh Category Marketing Lead: Sudipto Ghosh Agency: Amber Communications Executive Creative Director: Leslie Paul Senior Copywriter: Neha Sathe Senior Art Director: Wilson Philipose Agency Producer: Drona Anthony Director, Brand Services: Nicholas Sequeira Associate Director, Brand Services: Jinal Gadhia Social Media Lead: Navitha Matthew Production House: Company Films Director: Ekta Saran DOP: Tom Weir Executive Producer: Rajeev Thottipully Senior Producer: Kayla Fu
