“They have amazing control over kids’ purchasing power and over influencing kids into wanting certain products,” Popken said.īut more broadly, social-media sites beloved by Gen Alpha are no longer for connecting and having fun they’re now made for shopping, she argued. But now by buying that they feel like they fit in.”

“They aren’t always sure where they fit into the world. “It’s really pronounced in that age group,” Mindy Weinstein, founder and CEO of digital-marketing company Market MindShift, told the Washington Post. Look no further than Stanley cups, which became so sought after that they incited middle-school fights, or influencer Logan Paul’s Prime drinks, a once-favorite of tweens that generated $1.2 billion in sales. Indeed, Gen Alpha is susceptible to the “bandwagon effect” of buying products either because everyone has it or because no one has it and it represents status among peers. Gen Alpha, projected to be the largest generation in history with over 2 billion people, not only has immense spending power, but is also more vulnerable to online-marketing tactics, Popken said. “They have a level of digital literacy in navigating sites above and beyond what their parents have.” “Whether we like it or not, many kids are chronically online, having grown up with the internet,” Alex Popken, vice president of trust and safety at WebPurify, told Fortune. Best Online Master's in Computer Science Degrees.

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