To Understand Gen Alpha, Start With These Five Investment Trends

For the full experience visit: Investing in Gen Alpha: Five 2026 Consumer Trends to Watch

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

Although this cohort, born between 2010 and 2024, is still too young to vote or, in the vast majority of cases, even drive a car, its members are rapidly emerging as a global economic and cultural force. The first generation born entirely in the 21st century already has more than $100 billion a year in direct spending power in the US, thanks to a ...