Alec Baldwin hilariously gets schooled by his 11-year-old daughter Carmen as she attempts to teach him "gen alpha slang" in ...

From “capping” to “crashing out,” TODAY’s Jenna Bush Hager and co-host Henry Hager put their knowledge of Generation Alpha ...

Approximately 2,300 kids between the ages of 9 and 13 participated. Beauty has captured the attention of Gen Alpha tweens, ...

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

Research is largely driven by commercial interests. Alpha is projected to be the world’s largest generation, with more than ...

Generation Alpha children, those born from 2010 to 2024, now have the opportunity to experience a "Studycation" summer, an ...

If you remember the days of playing outside all day, before helicopter parents and social media were a thing, it turns out ...

Fine fragrances are in, especially if you ask Gen Z and Gen Alpha. But how you wear them matters. Enter the Smellmaxxing ...

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

And their impact goes beyond food––61% of parents say their kids have final say on which car they purchase. Gen Alpha craves in-person experiences, not just digital. Marketers have started to ...

The youth of this generation are doing big things—from taking climate change seriously to rethinking gender norms, with Gen Z ...