The beauty brand offers a glimpse into what today’s tweens care about, and what it takes to win them over. Like clockwork, ...

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

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

“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% ...

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 ...

One name has caught on in the English-speaking West: “Generation Alpha”. It symbolises a fresh chapter, says Mark McCrindle, the Australian demographer behind it. He canvassed people for ideas ...