Gen Alpha’s Impact
Members of Generation Alpha are introducing their parents to a whole new world. In July, public relations firm DKC released a report focusing on parents of kids ages 8 to 14. These kids are often referred to as Generation Alpha, or Gen Alpha. According to the report, their parents are trying lots of new things—thanks to their kids’ influence.
The report calls Gen Alpha “tech-savvy” and “culture-shaping.” It says kids in this generation are pushing their parents to try new things. For example, 66% of parents say they’ve tried new foods on the advice of a Gen Alpha kid. And 40% of the parents surveyed say they’ve signed up for a subscription service at their kid’s suggestion. (Find more examples from the survey in the bar graph below.)
This data reveals that kids are making a serious economic impact. Members of Gen Alpha may not be old enough for jobs of their own. But they’re affecting the economy in a big way. “It’s not just thinking about what an 8- to 14-year-old is going to purchase or ask their parents to purchase for them,” DKC president Matthew Traub told Axios. “[It’s] how they’re influencing the entire household’s spending.”
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