If you've scrolled through recent end-of-school-year photos or passed a group of sephora tweens at the mall, you might notice something different about today's kids. Generation Alpha seems to be more ...

I'm a Gen X mom to a Gen Alpha daughter, and nothing divides us more than our style and fashion preferences. When I was growing up in the 90s, the trends were fairly easy to follow—or so they seemed.

Claire's is reinventing the mall staple for a generation raised on Roblox and YouTube.

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 ...

The latest news, analysis and opinion on Generation Alpha. In-depth analysis, industry insights and expert opinion.