Gen Alpha’s economic influence is ‘enormous’—From side hustles and bankrolling from their parents, they’ve surpassed $100 billion in spending power

Members of Gen Alpha are too young to drive themselves to a store or open up a credit card in their own names—but that hasn’t stopped them from spending nearly as much as the gross domestic product of Bulgaria.

The youngest generation, born between 2010 and now, has eclipsed $100 billion in direct spending power annually, according to a 2025 report from public-relations firm DKC—and they’re driving even more spending by having an outsized influence on household purchases.

The...