The largest cohort in history is mostly too young to drive, but its members have big dreams, opinions and cash to spend.

Consumer companies and investors that only just wrapped their head around Generation Z have another thing coming for them: Gen Alpha.

It might feel wild, but Gen Alpha influencers are already on the rise. In some cases, these influencers haven’t even hit double digits. Kids as young as 7 — the age twins Koti and Haven Garza were in ...

Add Yahoo as a preferred source to see more of our stories on Google. XiXinXing / Getty Images If you’re like me and have tried to have a conversation with your tween/teen lately, you might feel like ...

Generation Alpha is the largest generation ever. Totalling two billion children, it encompasses anybody currently aged 0-15 years old – those born between 2010 and 2025. This is the first fully ...

Gen Alpha is rising as the most influential new household decision maker, in large part because of the impact they have on what, when and how their parents buy. Gen Alpha (those born 2010-2024) wield ...

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, ...