As Millennials and now even Gen Z step into parenthood, they bring with them unique perspectives and approaches that are reshaping traditional parenting norms to raise Gen Alpha. The youngest generation is already going through defining moments between the disruption of AI tools, the rise of virtual worlds games, and a rocky political environment—regardless of where they are in the world. For brands, it’s crucial to gain an early understanding of what this all means for the next generation of consumers. That’s why YPulse has been gleaning insights on the next gen through their young parents for years already. YPulse data shows that a quarter of 18-39-year-olds are now parents (26% in Europe, and 23% in North America). We’ve been asking these parents questions about their kids which allow us to decode every aspect of Gen Alpha’s lives as it’s beginning—what their parents buy for them, the social media platforms they’re using etc. (We even wrote a whole Gen Alpha Spotlight trend report on it) These three stats, based...
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