Gen Alpha’s influence on parent shopping is set to surpass $5 trillion by 2029. According to the Alpha Rising study from ACC and USC Annenberg, 76% of Gen Alpha says their family is looking to them for product opinions. This cohort, all under 15-years-old, are family’s “mini-CMOs,” picking dinner, choosing movies, weighing in on gadgets, and a few even have opinions on what car to buy. And with TikTok at their fingertips, 96% say they get their families to try things they spot online. But when it comes to branding, many think products made for them feel too childish and want adult-brand collabs instead. They crave gamified experiences, streaks, and instant rewards–and like Gen Z, Gen Alpha isn’t extremely brand loyal. With their parents’ budget in hand, all these factors will rule more than just the “kids” market going forward. (Marketing Dive)
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