| In this edition of the Businessweek Daily, we're featuring stories about the cohort known as Generation Alpha from the March issue of the magazine. If this newsletter has been forwarded to you, click here to sign up. Let us know what you think by emailing our editor. You can also subscribe to get the print edition. It feels as if we just stopped talking about millennials to focus on the up-and-coming Generation Z—but even those "Zoomers" aren't so young and malleable anymore. (After all, the eldest among them are entering their 30s in the next year.) Now it's the post-Z cohort that's capturing the attention of corporations and investors the world over: Gen Alpha. (Why "Alpha?" In a cyclical alphabet, A comes after Z, and I guess we're fresh out of better ideas.) Generation Alpha, defined as people born from 2010 to 2024, are still quite young, spanning toddlerhood to teendom. But they're emerging as a consumer force to be reckoned with, with more than $100 billion a year in direct spending power in the US by some estimates. There are 2 billion Gen Alphas worldwide, or about 25% of the global population. Of course, generations are wildly diverse, and a kindergartener in Kansas won't have fully overlapping interests with Peruvian preteen. And there's no way to know if some defining event will ultimately shape this age group, like how the Vietnam War molded baby boomers, or Sept. 11, millennials. But the overarching trends are hard to ignore. The things Gen Alphas value—in-person experiences, cheap stuff, global connections, an emerging skepticism about smartphones—will surely be worthwhile sectors to watch. Read more here: |
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