"Brands are emotional, not rational—and so are humans. I think there’s a huge role in tapping into humanity. In market research specifically, there's a growing movement around the use of synthetic data." - Matt Britton

Forget everything you know about growing up. Generation Alpha—the first cohort to be born entirely in the 21st century—is navigating a world where AI tutors, algorithmic identity, and hyper-personalized everything are the new normal. In this powerful conversation, Matt Britton unpacks what this means for the future of learning, work, and loyalty. From parenting and education to branding and leadership, it’s a no-BS look at how to stay human in a world built by machines.

Matt Britton is our very own CEO here at Suzy—a cultural futurist, bestselling author, and one of the sharpest voices decoding where consumers are headed next. In this special crossover episode of On Discourse, hosted by Toby Daniels—co-founder of Crowdcentric and a longtime leader at the intersection of media, tech, and culture—Matt flips the script and steps into the guest seat to unpack the thinking behind his new book, Generation Alpha. With four kids at home and decades of experience advising the world’s top brands, Matt brings a rare blend of personal perspective and professional insight to a conversation about raising—and reaching—a generation that’s growing up with AI at the center of everything.

Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:

From Goonies to Gen Alpha: The Freedom That’s Disappearing

Growing up in the ’80s meant riding bikes unsupervised, making plans without a phone, and failing quietly when things didn’t go your way. Matt contrasts that world with today’s hyper-connected one, where kids grow up with GPS, group chats, and the constant weight of public failure. The digital safety net comes at a cost—real-world independence, privacy, and the chance to fall and get back up without an audience. Gen Alpha may have more access than ever before, but they’ve lost something powerful: the space to just be kids.

AI Wrote the Foreword—Here’s Why That Matters

The foreword to Generation Alpha wasn’t written by Matt—it was written by AI. Not as a gimmick, but as a deliberate signal that we’re entering a new creative era, one where machines will increasingly shape what we read, hear, and even believe. Matt wanted the book to capture this exact moment in time—where human legacy and machine intelligence begin to blur. It’s a subtle but powerful move that forces readers to confront the reality of co-creation.

Why Schools Are Failing the AI Generation

Our education system still rewards rote memorization, but in a world where ChatGPT can pass the SATs, memorizing facts just isn’t the flex it used to be. Matt argues that we need to replace that old model with a dual approach: teach kids how to be deeply human (resilient, creative, empathetic) and incredibly tactical (proficient in AI tools). Right now, schools are stuck in the middle—teaching neither. If we want to future-proof this generation, we need to teach them how to think, not just what to remember.

AI Can’t Feel Status—But Your Customer Can

When it comes to brands, Matt makes a compelling point: AI makes rational decisions, but humans buy emotionally. AI might recommend a Toyota because it’s efficient. But you’ll still buy the Lexus—because of how it makes you feel, what it signals to your neighbors, and what it says about you. In the age of AI, emotional intelligence isn’t optional—it’s your brand’s last great advantage.

Stop Tinkering. Start Solving Real Problems.

Too many people get lost in the buffet of AI tools, playing instead of producing. Matt offers a dead-simple framework: start with the human problem, find the data, and build backward. Whether it's a personal health bot or an AI-enhanced sales strategy, the magic only happens when you focus on outcomes—not outputs. It’s not about using AI for the sake of it—it’s about unlocking new value, one real problem at a time.