Generation Alpha may be about to take over as the biggest disruptor of retail as members of the youngest generation enter their teenage years.
“We already see them having a lot of influence on purchasing even beyond their own spend and pocket money,” Mark McCrindle, the Australian social researcher who coined the term Generation Alpha, recently told NACS Magazine. “They are influencing parental purchasing decisions — ‘kidfluence’ as it’s being called. They understand the pop culture. They’re on the websites, and they know what the latest trends are. They’re growing up in society where in many ways young people have more power than they used to.”
