Social gaming platform Roblox, which was built by players for players, has boomed during the pandemic. Designed to connect children to their friends through fun, interactive and collaborative video games, it has become one of lockdown’s biggest success stories.

The number of mental health disorders in children is increasing, and COVID-19 is making matters worse. Studies show that mental health issues worsen with age, so schools and wellness brands that educate children at early stages can help them better manage in the future.

Although businesses and the government have implemented a range of measures to fight COVID-19, Britons continue to perceive high levels of risk around the virus. How is this impacting their travel, spending, and health decisions? And what can brands do to provide some peace of mind?

In the Gen Alpha Deep Dive, we delve into the roots of this cohort’s activist streak, explore what it’s like to be born into a digital world, consider the ways that playtime is evolving to be more productive, and examine how growing up in a pandemic will shape attitudes to health and money.