“This generation has more spending money than you'd think,” DKC President Matthew Traub said.

Gen Alpha is rising as the most influential new household decision maker, in large part because of the impact they have on what, when and how their parents buy. Gen Alpha (those born 2010-2024) wield ...

Generation Alpha is the largest generation ever. Totalling two billion children, it encompasses anybody currently aged 0-15 years old – those born between 2010 and 2025. This is the first fully ...

LA-based Sharleen Ernster is a mother of two daughters, aged 14 and 16. Some years ago, Ernster says, she hadn’t heard of Brandy Melville. But today, her Gen Alpha daughter influences “probably 50%” ...

Forbes contributors publish independent expert analyses and insights. Dr. Tracy Brower writes about joy, community and the future of work. This voice experience is generated by AI. Learn more. This ...

To Gen Alpha, it’s just culture. What’s often dismissed as brain rot is not random noise. It’s a recognisable pattern of content built on repetition, absurdity and rhythm, designed not to explain ...