"When I was researching my book The ABC of XYZ: Understanding the Global Generations (published in 2009) it became apparent that a new generation was about to commence and there was no name for them. So I conducted a survey (we're researchers after all) to find out what people think the generation after Z should be called and while many names emerged, and Generation A was the most mentioned, Generation Alpha got some mentions too and so I settled on that for the title of the chapter Beyond Z: Meet Generation Alpha. It just made sense as it is in keeping with scientific nomenclature of using the Greek alphabet in lieu of the Latin and it didn't make sense to go back to A, after all they are the first generation wholly born in the 21st Century and so they are the start of something new not a return to the old."