Don’t look now but Gen Alpha already has billions in spending power—and they want Nike and Starbucks

The youngest generation has a staggering amount of financial influence, both on the economy and on their parents.

If you have a Gen Alpha kid living in your home, chances are, you’re wondering where their financial, er, assertiveness came from. Anyone else have a 10-year-old who has been asking for cash gifts since they could toddle? Luckily, it’s not a parental misstep—it’s a generational thing. Gen Alphas are serious about money, and their spending habits prove it.