Social media didn't just grow up; it took over. Pew Research Center reports that about half of all U.S. adults say they check ...

A report by Rukam Capital and YouGov found children have a strong influence in categories such as 57% on toys and games, 49% on snacks and beverages, 49% on clothing, and 43% of outdoor activities.

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, ...

LA-based Sharleen Ernster is a mother of two daughters, aged 14 and 16. Some years ago, Ernster says, she hadn’t heard of Brandy Melville. But today, her Gen Alpha daughter influences “probably 50%” ...

As many as 31 per cent of children and teenagers save most of their pocket money Children are learning to balance ...

Gen Alpha won't be young forever, so what can budding beauty brands learn from their Millennial and Gen Z-focused ...

While they may think they're too cool to be cringey, there are actually several things Gen Z does that Gen Alpha already ...

The Consumer-Brand Dynamic’, highlights that 73% of children have access to personal smartphones, while 60% use laptop ...

This is childhood now. Screen-mediated. Algorithm-shaped. Seamlessly hybrid. And for parents, especially elder millennial parents like me and some gen-X’ers who had kids a little later in life, ...

Ali Hussain has a background that consists of a career in finance with large financial institutions and in journalism covering business. Vikki Velasquez is a researcher and writer who has managed, ...