"Gen Alpha are growing up very differently to their millennial and Gen Z parents. It's going to change how they interact with brands."
""There are countless brands I never would have heard of without her TikTok and YouTube referrals," she says. "Beauty is huge. [My 14-year-old] knows more about beauty products than I do, and we shop across CVS, Amazon and Sephora. Whatever she finds on TikTok and Snapchat affects our entire family universe.""
"Born between 2013 and 2025, Gen Alphas, now aged roughly between one and 15 years old, have major influence over their parents and families. According to market researcher GWI, a "clear majority" of eight to 11-year-olds have a say - maybe even the final say - on purchases in their home, for everything from toys to food. Already, Gen Alpha has $100 billion direct spending power, according to public relations firm DKC."
Gen Alpha (born 2013–2025) are roughly aged one to 15 and already exert significant influence on family purchases. A clear majority of eight- to 11-year-olds have input, sometimes the final say, on household buying decisions across categories from toys to food. Gen Alpha currently holds about $100 billion in direct spending power and could reach an estimated $5.5 trillion by 2029 as the eldest enter the workforce. Social platforms such as TikTok, YouTube and Snapchat drive product discovery and household shopping choices. Millennial and Gen Z parenting that emphasizes wellbeing and self-advocacy increases children’s agency. Brands must adapt strategies to engage Gen Alpha early and authentically.
Read at Vogue
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