By Josh Gardner, who is killing intergenerational healing

TIME to admit it: millennials are more cooked than pub chips. Boomers think we’re snowflakes, Gen X think we’re entitled pricks, and Gen Z think we’re cringe uncs.

For what? Because we believe a £15-a-day takeaway coffee habit is totes reasonabs? Because we ran a viciously Maoist social media regime? Or because we took self-obsession to new levels and can’t let go of Harry Potter? I honestly can’t tell.

Either way, we’re losing the war between the generations. Unless we lock in soon we’ll be L plus ratio’d into oblivion forever. So we have to launch a pre-emptive strike on Gen Alpha.

It’s strategic genius, and not in the actually-the-opposite-of-that Donald Trump sense. Their oldest members are 14, so their banter’s going to be

See Full Page