Gen Alpha has surpassed $100 billion in spending power from side hustles and bankrolling parents-and Roblox and Nike are among the big winners

"According to a new report, Gen Alpha, the youngest generation born between 2010 and now, has accumulated $100 billion in direct spending power annually."

"42% of household spending is influenced by Gen Alpha's suggestions, growing to 49% within households earning over $100,000 annually."

"With a projected 2 billion population by 2029, Gen Alpha's tech-savvy nature enables significant engagement in e-commerce, leading to a projected $5.46 trillion in spending power."

"Gen Alpha influences everything from dinner table choices to travel plans, illustrating their substantial economic impact within their households."

Gen Alpha, born from 2010 onwards, has exceeded $100 billion in direct spending power annually, significantly affecting household purchasing decisions. A survey reveals that 42% of household spending is influenced by their opinions, increasing to 49% in higher-income households. This generation, projected to reach 2 billion individuals, is experiencing e-commerce opportunities and entrepreneurial activities, contributing to their financial capacity. By 2029, Gen Alpha is expected to hold $5.46 trillion in spending power due to their digital nativity and diverse income sources like chores and digital platform activities.

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