Consumer companies and investors that only just wrapped their head around Generation Z have another thing coming for them: Gen Alpha.

The largest cohort in history is mostly too young to drive, but its members have big dreams, opinions and cash to spend.

For years, beauty brands focused on millennials, then pivoted hard toward Gen Z. Now, attention is shifting again. Gen Alpha, kids born after 2010, is quickly emerging as the industry’s next major ...

Kids of Millennials and Gen Xers will soon inherit the world. So, who is Generation Alpha? Parents can expect a lot from these exceptional kids.

Ali Hussain has a background that consists of a career in finance with large financial institutions and in journalism covering business. Vikki Velasquez is a researcher and writer who has managed, ...

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%” ...

This holiday season, Gen Alpha (roughly ages 7 to 14) is emerging as an influential — and lucrative — consumer group with shopping behaviors that look nothing like those of those of previous ...