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

Kids these days...they talk about their feelings and consider therapy a normal part of healthcare. It's (mostly) all good news.

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

Trevor McOmber and his 14-year-old son, Tye, share a love for the Chicago Blackhawks. When Trevor was his son's age, he ...

Depop has hands-down the best design of any resale platform right now. The retail platform eBay is set to acquire fashion ...

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.

Forbes contributors publish independent expert analyses and insights. Dr. Tracy Brower writes about joy, community and the future of work. Gen Alpha is growing up fast and it’s time to focus on who ...

Leaders at major brands like American Eagle, PepsiCo, and E.l.f. Beauty explain how they stay connected with Gen Z and ...

Forbes contributors publish independent expert analyses and insights. Dr. Tracy Brower writes about joy, community and the future of work. This voice experience is generated by AI. Learn more. This ...

I’ve heard that Gen Z and Gen Alpha – ‘tweens and teens – aren’t big newspaper readers, perhaps because we don’t speak their language. So today, I’m doing exactly that. It turns out that Alpha and Z ...

LA-based Sharleen Ernster is a mother of two daughters, aged 14 and 16. Some years ago, Ernster says, she hadn’t heard of Brandy Melville. But today, her Gen Alpha daughter influences “probably 50%” ...