Some marketers and consultants who analyze generations have tried to get more specific. One suggested that Generation Alpha might be particularly impatient because they’ll be used to technology fulfilling their desires from an early age. And a branding agency recently polled a bunch of 7-to-9-year-olds on a wide range of mostly nondivisive issues (such as the importance of “making sure everyone has enough food to eat”) and arrived at the conclusion that Generation Alpha “cares more about all issues than their Millennial and Baby Boomer [predecessors] did when they were kids, or even than they do now.”

Many of these takeaways seem premature, or at least overeager. “They’re still kids,” says Dan Woodman, a sociology professor at the University of Melbourne who studies generational labels. “A lot of things we attach to a generation are around the way they start to think about politics, the way they engage with the culture, and [whether they] are a wellspring of new social movements.” The narrative of a generation, he told me, “starts to get filled in with some meaningful—maybe not correct, but at least substantial—content probably more when they start to enter their teens.”

The term Generation Alpha is usually credited to Mark McCrindle, a generational researcher in Australia who runs a consulting agency. McCrindle told me that the name originated from an online survey he ran in 2008 that yielded a slew of now-discarded monikers, many of which focused on technology (the “Onliners,” “Generation Surf,” the “Technos”) or gave the next round of humans the burden of undoing the damage done by the last (the “Regeneration,” “Generation Hope,” the “Saviors,” “Generation Y-not”).

One popular option from the survey was “Generation A,” but, McCrindle told me in an email, he thought the name for a cohort that would shape the future shouldn’t “be labelled by going back to the beginning.” So once the Latin alphabet was exhausted, he hopped over to the Greek one—“the start of something new.”

A consensus has formed around Generation Alpha, but it may be a temporary one. The generic “Generation [Letter]” format began with Generation X. “It was meant to be a placeholder for something a bit uncertain or mysterious, almost like X in some algebraic equation,” Woodman told me. Generation Y followed, though it was usurped, at least in the U.S., by Millennials; nothing has overthrown Generation Z. Placeholder names, in a way, make generational generalizations easier. “They’re almost like empty labels that you can put anything in,” Woodman said. He thinks Generation Alpha will stick for at least a little while, but can also see how it might get replaced by something “a little more descriptive.”

The history of generational labeling is littered with names that gained some traction, but not enough. Gen X has been referred to as “Baby Busters,” the “slacker generation,” “latchkey kids,” and the “MTV Generation,” though the placeholder won out. The same, so far, has been the case for Gen Z, whose proposed alternate names include “iGeneration,” the “Homeland Generation,” “Multi-Gen,” “Post Gen,” and the “Pluralistic Generation.”