In many ways, Evereden is filling an important gap in the market for age-appropriate beauty products for young girls. It’s a ...

“Gen Alpha: A cohort of influential tweens” found that this group holds significant sway over purchases made by parents. Over half, 61%, have the final say on which car their parents purchase and 61% ...

So this is especially for girls. Uggs, sandals ... If you’re unfamiliar with the youngest generation, Gen Alpha, here’s a ...

This new set of research unveils Gen Alpha's preferences that will reshape marketing for beauty, financial services, auto, ...

I think that's just the main reason why I’m against it.” Amari thinks the characterization of Gen Alpha as dependent on shortcuts to do homework doesn’t represent the entire generation.

It’s too much. Beauty-themed birthdays have become a staple on the Gen Alpha party circuit, and it’s for that reason I’m boycotting them. I’ve had enough of spa parties and makeover ...