Now, a new generation is emerging to succeed millennials and Gen Z — Generation Alpha. These children, aged 8 to 11, are already actively participating in the distribution of family finances, and according to GWI, their influence on the market amounts to about 100 billion dollars. Future forecasts are impressive: by 2029, this figure could rise to 5.5 trillion dollars.
This significant financial potential is explained by the fact that millennial parents have changed their approach to parenting. They prefer a partnership with their children, focusing on their mental health and right to an opinion, which makes their voices important in purchasing decisions.
Companies around the world have already begun to attract the attention of "Alphas." For example, Sephora actively collaborates with child influencers, Nike is developing its virtual reality initiatives on the Roblox platform, and fast-food chains like Hardee's are engaging YouTube characters to promote their products. Businesses are realizing that success in the future depends on their ability to earn the trust of this digital generation today.
