The Alpha generation (2013–2025) is acutely aware of the environmental crisis. Climate change will have catastrophic consequences within their lifetime. Influenced by their millennial parents, this generation will also soon have the power of purchase, and as such, their choices will increasingly inform and make a significant impact on the textile industry. They are born as eco-conscious consumers and will choose and actively source environmentally secure products. This is beginning to drive systemic change in the industry, as pointed out by Debbie McKeegan, textiles expert and WhatTheyThink contributor, in this article originally posted on the Pixel to Parcel blog.