Gen Alpha : Toddlers Advises Parents

Reading Time : 2 minutes

When trends are constantly evolving, Gen Alpha parents are emerging as the new trendsetters in retail. A recent consumer survey conducted by DKC’s analytics group revealed intriguing insights into this generation’s influence on the retail landscape. According to the survey, an astonishing 95% of Gen Alpha parents discover new products or brands through their children, indicating a significant shift in consumer behavior. This highlights the growing role of children in shaping their family’s buying habits, showcasing their tech-savvy and trend-setting ways.



Nearly half (49%) of these parents admitted that their purchasing decisions were influenced by their child’s opinion, demonstrating the powerful sway Gen Alpha kids hold within their families. Retailers are beginning to recognize the importance of this influential demographic. The survey, which targeted 1,000 American adult parents of Gen Alpha children aged 8 to 13, labeled this cohort as the “gateway generation.” This generation is pivotal in introducing new products and brands to their families, making their voices heard and even possessing some spending power of their own.


Girl sitting by the table at kitchen using smart phone and doing homework at home after the breakfast


It is remarkable to note that around 90% of Gen Alpha kids are finding ways to earn money through allowances, chores, or online selling. This financial independence at such a young age further solidifies their impact on the retail space. As these children continue to explore various avenues to earn money, their purchasing behaviors are likely to evolve, presenting new opportunities for retailers to engage with this demographic. With their preferred outlets and products, Gen Alpha children have become an essential consideration for brands aiming to stay relevant and innovative.



As retailers navigate the ever-changing consumer landscape, understanding and adapting to the preferences and behaviors of Gen Alpha parents and their children is crucial. By embracing the unique needs of this demographic, brands can position themselves as forward-thinking and innovative in the retail space. With the significant influence of Gen Alpha kids on their family’s purchasing decisions, the future of retail is undoubtedly intertwined with the preferences of this young and influential generation.


Bénédicte Lin – Brussels, Paris, London, Seoul, Bangkok, Tokyo, New York, Taipei, Hong Kong
Bénédicte Lin – Brussels, Paris, London, Seoul, Bangkok, Tokyo, New York, Taipei, Hong Kong
x  Powerful Protection for WordPress, from Shield Security
This Site Is Protected By
Shield Security