A recent report by DKC Analytics reveals a fascinating trend: nearly half of all household spending decisions made by millennials are influenced by their Gen Alpha children. This powerful insight challenges traditional notions of purchasing power, highlighting that age is just a number when it comes to consumer impact. As brands aim to capture the attention of Gen Alpha, they also unlock a significant opportunity to engage millennial parents, creating a formidable force in spending potential. Explore takeaways below, and click to read the full report here.

Just as we finally cracked Gen Z’s secret emoji code, this next generation of consumers is already here and demanding to be seen. Gen Alpha kids already earn their own income and are exerting their purchasing power directly or indirectly via their millennial parents. And their rise is predicted to be both swift and impactful. As marketers, you are behind if you are not already on to what is next. DKC Analytics has unveiled new research tied to the summer spending season to help communications experts understand how to engage with this small-in-stature but mighty-in-opinion consumer as they prepare for a full-scale armada of Gen Alpha consumers. Explore this generation’s consumption habits, favored brands, online behaviors and more in this report.

Eager to Earn, Ready to Spend

90% of Gen Alpha children are already earning their own money in at least one way. 73% receive money for positive reinforcement, including rewards for good grades and good behavior, and an eye-popping 36% are making money from online selling or reselling.

Socially Conscious Consumers

Choosing to gravitate towards diverse brands and products that solve complex social issues, Gen Alpha is emerging as a socially aware and conscious group of consumers. Even before their teen years, this generation knows, appreciates and understands the concept of corporate values, social causes, diversity, equity and inclusion, sustainability and politics/voting. 

Millennial Consumer Habits are Changing

For the brands that do break through the influx of advertising, the payoff is enormous. Gen Alpha is teaching their parents new ways of shopping via technology, expanding brands’ access to the millennial audience.

• 68% say they’re more likely to make online purchases due to their Gen Alpha child
• A 55% majority of parents say their Gen Alpha children will eventually depend on AI to shop, and 35% have already used AI to inform a purchase due to their Gen Alpha child
• Thanks to their Gen Alpha child, 37% have now used virtual try- on technology, and 35% say they now buy during “drops”

Reach, efficiency, growth. In an inflationary society, brands must work smarter, not harder to achieve their goals. As Gen Alpha begins to impact spending, brands must begin creating marketing strategies that reflect their influence. Dive into more insights in the full report.