The author shares their experience of becoming a guardian to their niece, revealing the stark differences in their financial upbringings. While the author learned to save money in a cash-only environment, their niece is immersed in a digital landscape, learning consumer behavior influenced by online marketing and influencers. Generation Alpha's familiarity with apps and digital transactions contrasts sharply with traditional money management, raising concerns over early exposure to spending without a foundation in saving. The article emphasizes the need for regulations addressing marketing directed at children.
My niece's relationship with money is not just childlike curiosity - it's generational and indicative of the pervasive digital marketing in her life.
The platforms targeting kids are evolving, experiencing explosive growth in influencer marketing that necessitates protective regulations.
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