Gen alpha already influences four in ten dollars of US household spending
42%
household spending steered
StatTrends
Gen alpha already steers 42% of US household spending - 49% in households earning over $100k - and 61% of gen alpha parents say their kids have the final say on which car they buy. Their own spending power exceeds $100 billion a year.
Source
VML, The Future 100: 2026 (2026)
VML Intelligence (Emma Chiu, Marie Stafford)
DKC and Razorfish · via The Future 100: 2026, s. 184-186
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