“Gen Alpha: A cohort of influential tweens” found that this group holds significant sway over purchases made by parents. Over half, 61%, have the final say on which car their parents purchase and 61% ...

Born between 2010 and 2025, members of Generation Alpha are still young, but it is crucial for brands to begin preparing for ...

This article explores why Gen Z and Gen Alpha are struggling to afford life in the USA, touching on key areas such as housing ...

Experts have often said that Gen Alpha is not a mini version of Gen Z; now, new research is showing that marketers have their ...

Research is largely driven by commercial interests. Alpha is projected to be the world’s largest generation, with more than ...

The lingering damage of Covid lockdowns is helping to shape a generation of workers who are “unlike any other that has come ...

Headlines about Gen Z and Gen Alpha often describe these groups as incapable, indolent iPad kids, linking young people with ...

Discover the fascinating world of generational classifications! From the Silent Generation to Gen Z, each group has its own ...

Two new reports from adland research teams this week offer handy snapshots of some of the key trends and consumer behaviours ...

A recent study looks at how the youngest generation is saving up for the future and the top 10 companies they’re spending on.

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Alpha Generation (AlphaGen) has revealed plans to supply an additional 450MW of electric generation in Maryland, New Jersey ...