YPulse has told you for years that Millennial (and now older Gen Z) parents are being influenced by their kids when they’re shopping. In fact, YPulse’s Tween Study shows 65% of 8-12-year-olds say they influence their parents’ regular purchases, aligning with the number of young parents who say (68%) so in YPulse’s Finance / Spending Monitor data. And as these young Gen Z and Gen Alpha kids get older, and spend more time online, they’re only becoming even more influential forces. (And actual influencers, in some cases!) For brands interested in capturing Gen Alpha’s attention, or being one of their recommendations, keeping up to date on their shopping, style, and content creating habits is a must. We’ve rounded up four headlines on Gen Alpha that YPulse data can affirm: Gen Alpha is redefining “preppy” For Millennials, preppy style was associated with the country-club crowd and yachting enthusiasts, which fueled the popularity of brands like J.Crew. But Gen Alpha has taken the term in another direction, and “preppy” no...
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