“This generation has more spending money than you'd think,” DKC President Matthew Traub said.

Generation Alpha kids are growing up with technology and social media from birth. Inclusivity and diversity are shaping this generation’s views and values. Understanding mental health is a priority ...

Kids today watch more YouTube and Twitch than traditional TV, giving them control over what they see and when they see it. Live streams and other unfiltered media can expose kids to risky or ...

Members of Gen Alpha are too young to drive themselves to a store or open up a credit card in their own names—but that hasn’t stopped them from spending nearly as much as the gross domestic product of ...

Millennial and Gen Z parents are introducing their Gen Alpha kids to VHS tapes, landline-style phones, and Barbie dolls.

It took a decade, but it finally happened. On Feb. 4, “The Muppet Show” made its grand return on Disney+ and ABC with special ...

Beauty brands are increasingly targeting the youngest shoppers as Generation Alpha becomes a powerful new consumer group. Yahoo Finance Senior Reporter Brooke DiPalma and Yahoo Finance Senior Business ...

Gone are the days of kids aspiring to be a ballerina, the president, or an astronaut—Gen Alpha wants the dream jobs of the digital era. They’ve swapped Neil Armstrong for MrBeast, and Serena Williams ...

Shopping centers grappling with the shift to e-commerce increasingly focus on kids, hoping their parents will tag along.

Kids of Millennials and Gen Xers will soon inherit the world. So, who is Generation Alpha? Parents can expect a lot from these exceptional kids. Fact checked by Elizabeth Brownfield Generation Alpha ...