Gen Z is about to get some serious competition for all the research and marketing attention that the retail industry has lavished on it for the past ten years. The oldest Gen Z-ers were just becoming ...

It might feel wild, but Gen Alpha influencers are already on the rise. In some cases, these influencers haven’t even hit double digits. Kids as young as 7 — the age twins Koti and Haven Garza were in ...

Even though they're still children, Generation Alpha is already shaping what families buy and spend on, especially online. Growing up fully immersed in technology, Gen Alpha will expect flexible, ...

Gen Alpha has now amassed more than $100 billion in annual direct spending power, according to a new DKC report. The youngest generation, born between 2010 and now, is now generating $100 billion in ...

Gen Z grew up knowing that friendship means real connection — messy conversations, inside jokes, even the occasional fight. Now, many teens are watching Gen Alpha (kids born 2010–2025) grow up in a ...

Forbes contributors publish independent expert analyses and insights. Dr. Tracy Brower writes about joy, community and the future of work. Gen Alpha is growing up fast and it’s time to focus on who ...