# The $100 Billion Gen Alpha Economy

An episode of [Big Take](https://invisiblenetwork.ai/podcast/1578096201), 14 May 2026, 18 min.

Audio: https://podtrac.com/pts/redirect.mp3/tracking.swap.fm/track/UVBrz8bN8aM2Xe47PEPu/traffic.omny.fm/d/clips/e73c998e-6e60-432f-8610-ae210140c5b1/825d4e29-b616-46f4-afd7-ae2b0013005c/269284f4-43ed-4fdf-9737-b44a010ee8ac/audio.mp3?utm_source=Podcast&in_playlist=8b1dd624-a026-43e9-8b57-ae2b00130066

The oldest Gen Alphas are still in high school, but some of the early reviews have been scathing. Unruly. Nihilistic. Bad at reading. Yet when Bloomberg Businessweek’s Stacey Vanek Smith dug into the research, she emerged with a more optimistic view on the most online generation yet. Tech savvy. Globally minded. Also, preternaturally good at skincare. On today’s Big Take podcast, Smith tells host David Gura about the cohort that accounts for $100 billion a year in direct spending power in the US alone – and what it might look like when it begins to enter the workforce. Read more: Gen Alpha Can’t Be Ignored We have a special Bloomberg subscription offer for podcast listeners at Bloomberg.com/podcastoffer. Hosted by David Gura; Produced by David Fox; Reported by Stacey Vanek Smith; Edited by Jeffrey Grocott. Fact-checking by Laura Newcombe; Engineering by Alex Sugiura. Senior Producer: Naomi Shavin; Deputy Executive Producer: Julia Weaver. Executive Producer: Nicole Beemsterboer. See omnystudio.com/listener for privacy information.

## Transcript

[0:02] Speaker 1: Bloomberg Audio Studios, podcasts, radio news.
[0:07] Speaker 2: What is going on with Jen Alpha? I'm genuinely terrified
[0:11] Speaker 2: for this next generation of children. There is no before
[0:14] Speaker 2: for them. There is no analog childhood or a memory
[0:17] Speaker 2: of one.
[0:18] Speaker 3: These children have access to so much media and so
[0:21] Speaker 3: much content consumption.
[0:22] Speaker 4: I decided to work at a summer campus here, and
[0:24] Speaker 4: I didn't understand the severity of the brain rot.
[0:27] Speaker 3: Stacey, I'm hearing griping from one generation about the generation
[0:32] Speaker 3: that's following it. This is a time honored routine. This
[0:35] Speaker 3: has happened generation after generation after When did all of
[0:37] Speaker 3: this start?
[0:38] Speaker 2: Okay, boomer has been happening for thousands of years.
[0:41] Speaker 3: Yes, we have this with Generation X generation. Why here
[0:45] Speaker 3: we are they're now grousing about Generation Alpha? What is
[0:49] Speaker 3: being critiqued or criticized among this the youngest generation?
[0:53] Speaker 2: It gets very vitriolic when you start looking into it.
[0:56] Speaker 2: If you go on social media and TikTok and things
[0:58] Speaker 2: like that, you will see a lot of of teachers,
[1:01] Speaker 2: camp counselors really complaining about how unruly the Alphas are.
[1:06] Speaker 2: I think seventh grade they are still performed on the
[1:08] Speaker 2: fourth grade level. Your kids cannot read, they cannot write Jen.
[1:12] Speaker 1: Alpha students are raised in a world that tells them
[1:15] Speaker 1: that it's okay to be as nihilistic and individualistic as possible,
[1:18] Speaker 1: that they don't have to care about anything or any one.
[1:21] Speaker 2: I need to ask millennials, why are your kids so awful?
[1:25] Speaker 3: I got to ask you, how deep into the algorithm
[1:27] Speaker 3: did you have to go to find this level of criticism?
[1:30] Speaker 2: It's pretty out there on the circus. Yes, I feel
[1:33] Speaker 2: like there's an issue of the normal criticisms of a
[1:37] Speaker 2: younger generation, and it's now amplified by data. Also, the
[1:42] Speaker 2: Alphas are just about to start entering the workforce. They
[1:45] Speaker 2: have a big leg up with AI, with technology, with
[1:47] Speaker 2: social media and things like that, so I think there's
[1:50] Speaker 2: maybe some fear of their presence in the workforce too.
[1:54] Speaker 3: And that is what you've written about. That is their
[1:56] Speaker 3: superpower when it comes to their technological facilit I mean.
[2:01] Speaker 2: Obviously we are all wondering how AI is going to
[2:04] Speaker 2: transform our workplace, and these kids are going to be
[2:08] Speaker 2: in a much better position than certainly I am. You know,
[2:11] Speaker 2: the Alphas are digital natives, they're social media natives. They've
[2:14] Speaker 2: grown up sometimes inside of virtual worlds as well as
[2:17] Speaker 2: in the real world, and so navigating these two worlds
[2:20] Speaker 2: is not going to be the challenge for them that
[2:22] Speaker 2: it is like for me. The other thing about the
[2:24] Speaker 2: Alphas is they're about to become consumers. They're about to
[2:27] Speaker 2: start earning their own money, but they already command more
[2:33] Speaker 2: money than people their age typically have in the past.
[2:36] Speaker 2: They're apparently directly responsible for one hundred billion dollars worth
[2:41] Speaker 2: of spending, which is extraordinary.
[2:43] Speaker 3: One hundred billion dollars in annual spending in the US
[2:46] Speaker 3: alone is attributed to this generation. Forgive me for just
[2:51] Speaker 3: being astounded by that.
[2:52] Speaker 2: It is astounding. But also they apparently have more influence
[2:56] Speaker 2: over how their families spend money than a lot of
[2:59] Speaker 2: pre generation, So they are dictating everything from the cars
[3:03] Speaker 2: their families drive, to the trips their families take, to
[3:06] Speaker 2: the streaming services they sign up for. The Alphas are
[3:09] Speaker 2: just present in the economy in a way that previous
[3:12] Speaker 2: generations were not at their age.
[3:17] Speaker 3: I'm David Gura, and this is the Big Take from
[3:19] Speaker 3: Bloomberg News Today. On the show, I'm talking to Bloomberg
[3:22] Speaker 3: BusinessWeek senior writer and co host of the Everybody's Business podcast,
[3:26] Speaker 3: Stacy Vanocksmith about Generation Alpha. Who are they? Why are
[3:30] Speaker 3: they making waves before many of them are out of
[3:32] Speaker 3: middle school? And how is their entrepreneurship and spending reshaping
[3:36] Speaker 3: the retail landscape? What are the date parameters that we're
[3:44] Speaker 3: talking about here?
[3:45] Speaker 2: Well, first, David, I do want to acknowledge that in
[3:47] Speaker 2: a certain way, you know a lot more about Generation
[3:49] Speaker 2: Alpha than I do. As the parent of three alphas.
[3:51] Speaker 3: I have three alphas, I said to one of our producers.
[3:55] Speaker 3: I'm unsure if any of them identifies as an Alpha.
[3:57] Speaker 3: I will follow up and ask afterward. But yes, between
[4:00] Speaker 3: what are the date parameters for Generation Alpha?
[4:04] Speaker 2: Yes, so there is some disagreement, but generally speaking, Generation
[4:07] Speaker 2: Alphas were born between twenty ten and twenty twenty four,
[4:12] Speaker 2: twenty twenty five, okay, so basically between the ages of
[4:15] Speaker 2: one and sixteen years old. It is the largest generation
[4:20] Speaker 2: that's ever existed. It's about twenty five percent of the population.
[4:24] Speaker 2: And I think part of the concerns about the generation
[4:26] Speaker 2: are actually not coming from a nefarious place, because a
[4:31] Speaker 2: lot of these kids had huge milestones happened during the pandemic,
[4:35] Speaker 2: during lockdown. You know, scientists and sociologists are worried about
[4:39] Speaker 2: the effect of the pandemic, and then they underwent such
[4:42] Speaker 2: a massive transition, you know, being home all the time
[4:46] Speaker 2: and then now back in school, and so a lot
[4:49] Speaker 2: of the concern and examination of this generation happened because
[4:55] Speaker 2: I think people were unsure what the effects of that were.
[4:58] Speaker 2: I do think the genesis of a a lot of
[5:00] Speaker 2: the kind of worry which has of course transitioned into
[5:02] Speaker 2: criticism came from that.
[5:04] Speaker 3: Stacey, what is different about the way these kids have
[5:08] Speaker 3: grown up or I guess are growing up compared to
[5:10] Speaker 3: past generations.
[5:11] Speaker 2: I mean, I think one of the big things is screens,
[5:14] Speaker 2: because during the pandemic we were all home, a lot
[5:18] Speaker 2: of socializing education, All of that happened necessarily in a
[5:22] Speaker 2: lot of cases entirely through screens. Add to that sort
[5:26] Speaker 2: of the growing world of social media, the growing world
[5:30] Speaker 2: of games like Roadblocks, and you've got a generation that
[5:34] Speaker 2: sort of moves between worlds in a way that other
[5:37] Speaker 2: generations don't. So I think there are a lot of
[5:39] Speaker 2: worries about that. Also, attention spans. With the screens, there
[5:43] Speaker 2: are a lot of worries about alpha's brains. Essentially they're
[5:46] Speaker 2: reading comprehension, their ability to interact with people outside of
[5:49] Speaker 2: screens like in real life. Also their ability to respect
[5:53] Speaker 2: authority interact in social situations that are offline. So these
[5:58] Speaker 2: are some of the worries and criticisms about the alphas.
[6:01] Speaker 2: And then also there are comments about their self discipline. Okay,
[6:06] Speaker 2: that there may be a little less disciplined. Apparently some
[6:09] Speaker 2: millennial parents engage in gentle parenting, which created a lot.
[6:13] Speaker 3: Of skepticism whole episode on this. You don't have to
[6:16] Speaker 3: get into that. Now, there's a level of tech fluency here.
[6:21] Speaker 3: This generation had to do a lot online during the pandemic,
[6:25] Speaker 3: and that's led to this kind of early awareness of
[6:26] Speaker 3: what's trendy. It's made them this economic force.
[6:29] Speaker 2: Yes, so a lot of these kids, I mean, they
[6:32] Speaker 2: have a lot of the habits and tendencies that kids
[6:36] Speaker 2: always have, you know, starting little businesses, making things, creating,
[6:41] Speaker 2: but they can do that on these platforms where they
[6:43] Speaker 2: have this ease of use.
[6:45] Speaker 3: So we're talking about like Roadblocks and other virtually.
[6:47] Speaker 2: Yeah, yeah, or even Instagram things like that where they
[6:50] Speaker 2: can make something and the world can see it, where
[6:52] Speaker 2: they can record something. They can sing or dance or
[6:55] Speaker 2: all the things that little kids have always done, but
[6:57] Speaker 2: they have this potentially Internet national.
[7:00] Speaker 3: Audience transcends the neighborhood.
[7:02] Speaker 2: It transcends the neighborhood, it transcends the state, the country,
[7:05] Speaker 2: so they can really build something incredibly fast. I think
[7:09] Speaker 2: they think bigger as a result of that.
[7:11] Speaker 4: Hi, my name is Riley.
[7:12] Speaker 2: This is my dad John.
[7:14] Speaker 3: You talked to a few of these folks. One is
[7:15] Speaker 3: Riley Peterson, a sixteen year old in Maine.
[7:19] Speaker 4: We own Gunnar and Lucks together. I'm the manager.
[7:22] Speaker 3: All be tell us a bit about Riley. Who is Riley?
[7:26] Speaker 3: How'd she get her started as an entrepreneur?
[7:27] Speaker 4: So?
[7:28] Speaker 2: Riley got her start as an entrepreneur when she was
[7:30] Speaker 2: five and she was making jewelry out of these little
[7:34] Speaker 2: plastic toy animals that she had.
[7:37] Speaker 1: So I didn't have much truly growing up, two dads.
[7:40] Speaker 4: In all, we just didn't have a lot of jewelry
[7:42] Speaker 4: and stuff. We just didn't think about it. So they
[7:44] Speaker 4: were like, hey, friends, can you have jewelry?
[7:46] Speaker 2: Jewry?
[7:47] Speaker 1: Hello?
[7:48] Speaker 4: Yeah, some friends brought over like a box of jewelry
[7:51] Speaker 4: and she sort of went through it.
[7:52] Speaker 1: I was like, oh, like any of this this is
[7:55] Speaker 1: all horrendous.
[7:56] Speaker 2: I need my own stuff, thank you very much.
[7:58] Speaker 4: You know, at the time, we were working on some
[8:00] Speaker 4: stuff in the house, so we had pliers, and so
[8:02] Speaker 4: I was just kind of teaching her how to use pliers.
[8:05] Speaker 4: So I took my dad's tools and like, thank you, yes, things,
[8:09] Speaker 4: this is this got what I wanted. We had a
[8:13] Speaker 4: bunch of these little plastic animals, so we poked those
[8:16] Speaker 4: up onto the necklaces and I'm like, you know.
[8:18] Speaker 2: What, I have too much stuff. I need to sell
[8:20] Speaker 2: it at my lemonade stand, which is just a very
[8:23] Speaker 2: typical kid thing. But her dad took a couple of
[8:26] Speaker 2: pictures of this and posted it on Instagram, and her
[8:29] Speaker 2: business absolutely took off. I mean, I know, right, what
[8:36] Speaker 2: happened to my lemonade stand, nothing like that. I will
[8:39] Speaker 2: tell you.
[8:40] Speaker 3: Dam still oh your parents for the concentrate they bought
[8:43] Speaker 3: and get it off the ground.
[8:44] Speaker 2: Yes, yeah, I still owe back pay on the lemons.
[8:48] Speaker 3: How quickly did this happen? What do you know about
[8:50] Speaker 3: the kind of the speed with which this turned from
[8:53] Speaker 3: that a lemonade stand where she was selling crafts into
[8:55] Speaker 3: this much bigger thing.
[8:56] Speaker 2: I think it wasn't even a year before Barney's contacted
[8:59] Speaker 2: them and said, let's have a meeting. We want to
[9:03] Speaker 2: talk with you about a partnership.
[9:06] Speaker 4: Yeah, I remember you were in dance class and then
[9:07] Speaker 4: Barney's New York called, like.
[9:09] Speaker 2: The middle of ballet.
[9:10] Speaker 4: My dad said off like, hey, this is Barney's. Can
[9:14] Speaker 4: you come down? Yeah?
[9:15] Speaker 2: It was pretty neat, and then she started getting press
[9:18] Speaker 2: and all of a sudden it was this kind of
[9:21] Speaker 2: fun international brand of jewelry for kids essentially, which is
[9:25] Speaker 2: a really smart idea. But I think it happened on
[9:28] Speaker 2: a scale that it never would have happened before. And
[9:30] Speaker 2: now it's about ten years later, and she's done partnerships
[9:35] Speaker 2: with Jay Crewe and all of these huge brands, and
[9:38] Speaker 2: she very much considers herself like a partner in this
[9:41] Speaker 2: business with her dad, and her dad very much considers
[9:44] Speaker 2: her a full partner too.
[9:46] Speaker 3: How unique a story is this? How does this what
[9:48] Speaker 3: Riley has done, what she's doing fit into this broader
[9:52] Speaker 3: conversation about jen Alpha as a force in business and
[9:56] Speaker 3: a force in spending as well.
[9:57] Speaker 2: She's certainly an exceptional case, but I will say that
[10:02] Speaker 2: she's less exceptional than she would have been twenty years ago.
[10:08] Speaker 3: After the break why. One researcher says the future is
[10:11] Speaker 3: bright for jen Alpha, and is their economic spending power
[10:14] Speaker 3: really here to stay stacy. You talk to the woman
[10:27] Speaker 3: who's written the book on generational for or at least
[10:30] Speaker 3: a book on Generation Alpha. What did she tell you
[10:33] Speaker 3: about this generation?
[10:34] Speaker 2: Yes, her name is Ashley Fel. She's the author of
[10:36] Speaker 2: Generation Alpha, Understanding Our Children and Helping Them Thrive. And
[10:40] Speaker 2: she had great things to say about this generation. Very positive,
[10:43] Speaker 2: very positive, the opposite of what we were hearing from teachers,
[10:46] Speaker 2: although she did acknowledge those issues exist, but she really,
[10:50] Speaker 2: through studying this generation, sees a lot of extraordinary traits
[10:54] Speaker 2: in them as well, including teamwork, empathy, honesty.
[11:00] Speaker 1: Almost at an older psyche, at a younger age.
[11:03] Speaker 2: She said, they're exceptionally creative, they think really big and
[11:07] Speaker 2: sort of across disciplines, and she thinks they're quite a
[11:11] Speaker 2: special generation in a lot of ways, partially because you know,
[11:15] Speaker 2: we're right now, we're in a moment where we're all
[11:17] Speaker 2: pretty siloed and where you know, globalization, free trade, a
[11:21] Speaker 2: lot of that has gone away a little bit. She
[11:23] Speaker 2: thinks the Alphas will unquestionably bring that back because they're
[11:26] Speaker 2: so connected to each other. They're connected to world events because.
[11:30] Speaker 1: Of the technology that they consume and the way that
[11:33] Speaker 1: it's presented. They're more likely almost to know what's going
[11:36] Speaker 1: on across the world, maybe than their local neighborhood in good.
[11:39] Speaker 2: Ways and bad. Kids under eight now spend a couple
[11:43] Speaker 2: hours a day on average looking at screens. By age four,
[11:46] Speaker 2: about sixty percent of kids own it.
[11:49] Speaker 3: Tablets Wow sage four.
[11:51] Speaker 2: Yeah, age four, and so they are consumers in an
[11:55] Speaker 2: exceptionally sophisticated way. More than two thirds of alpha's own
[11:59] Speaker 2: a luxury prodict by age ten.
[12:02] Speaker 3: And that's what that's a a handbag perfume. What are
[12:07] Speaker 3: we talking about here?
[12:08] Speaker 2: Yes? And yes. For for female alphas, it tends to
[12:13] Speaker 2: be a lot of cosmetics, a lot of skincare, and
[12:16] Speaker 2: a lot of anti aging skincareage of four, Yes, yes,
[12:20] Speaker 2: like wrinkle, you know, the sort of twelve step skincare.
[12:23] Speaker 2: Korean skincare has become a huge thing, very much fueled
[12:25] Speaker 2: by the alphas. Sephora is packed full of alphas.
[12:29] Speaker 1: You think Sephora, You think you know Gen z's and
[12:32] Speaker 1: millennial women and other generations, But it was populated by
[12:36] Speaker 1: you know, thirteen to fifteen year old gen alphas who
[12:38] Speaker 1: are buying sophisticated retinal products aimed at millennials, you know,
[12:43] Speaker 1: so it was it was this kind of I think
[12:45] Speaker 1: that was almost like aging in real time.
[12:49] Speaker 2: A lot of alpha boys are also into skincare. This
[12:52] Speaker 2: has become a big thing. And she said there was
[12:55] Speaker 2: a big trend among boys for very very high end
[12:58] Speaker 2: colognes for young always they would get the in very
[13:02] Speaker 2: rural places, but they are all tapped into these global
[13:04] Speaker 2: trends and they're getting very expensive colognes.
[13:08] Speaker 3: But to be clear here at Stacey, whose money are
[13:11] Speaker 3: most of the kids, and they are kids in this
[13:13] Speaker 3: generation spending I guess in some cases theirs, but often.
[13:17] Speaker 2: They're spending your money. They're spending your money. They are
[13:21] Speaker 2: basically wielding, for the most part enormous power over how
[13:25] Speaker 2: their families spend. They are bringing their own concerns into
[13:30] Speaker 2: a lot of family purchases, things like environmental concerns, global concerns,
[13:33] Speaker 2: political concerns. They're raising the awareness within their families, so
[13:37] Speaker 2: things like food and streaming services, cars.
[13:44] Speaker 3: Have you been told they're not happy with it?
[13:46] Speaker 2: No, Well, this is very normalmy It is a tough
[13:49] Speaker 2: economy right now. And also trips and vacations, which apparently
[13:54] Speaker 2: is sort of a mix between kids raising concerns and
[13:57] Speaker 2: desires to go places, also being much more aware of
[14:01] Speaker 2: places to go than previous generations were. They're like, I
[14:04] Speaker 2: want to go here, I saw it online, things like that,
[14:08] Speaker 2: and you know, just holding more sway over families than
[14:13] Speaker 2: you know, certainly I did. My parents never asked my
[14:17] Speaker 2: input on where I wanted to go. I don't know
[14:18] Speaker 2: if you were ever asked your input. Never exactly. I mean,
[14:22] Speaker 2: I think just like the level of lifestyle and cosmopolitan
[14:27] Speaker 2: ness is huge among kids right now.
[14:32] Speaker 3: How are those companies, companies in those sectors capitalizing all
[14:36] Speaker 3: of this? Have they acknowledged? Are they aware of the
[14:38] Speaker 3: fact that there's so much buying power?
[14:40] Speaker 1: Oh?
[14:40] Speaker 2: Yeah, companies I think are excited about this because you know,
[14:44] Speaker 2: there's always this youth obsession with products, because they want
[14:46] Speaker 2: to lock people in early to their brands because then
[14:50] Speaker 2: you know that loyalty can stick and this can be
[14:52] Speaker 2: a customer for decades. But now because the little kids
[14:56] Speaker 2: are so much more brand aware. Sorry I shouldn't call
[14:59] Speaker 2: them little kids, because the as young adults are so
[15:01] Speaker 2: much more brand away appreciate that question. I think they would,
[15:05] Speaker 2: but I think, you know, they are much more aware
[15:08] Speaker 2: of brands than previous generations, and so their loyalty can
[15:12] Speaker 2: be one over at a much younger age. Things like
[15:16] Speaker 2: they're much more politically involved and aware than kids in
[15:19] Speaker 2: previous generations, so you can appeal to them that way.
[15:22] Speaker 2: They're much more aware of their own individual preferences. And
[15:26] Speaker 2: these are things that Riley talked about too. She said,
[15:28] Speaker 2: the jewelry she sells political jewelry like Resist. There was
[15:32] Speaker 2: a whole Resist necklaces. But you know, even things like
[15:35] Speaker 2: I love science, I love reading, people want to express
[15:38] Speaker 2: that immediately. So brands are kind of locking into that.
[15:42] Speaker 2: Expressing environmental awareness, environmental concerns, things like that are ways
[15:47] Speaker 2: brands can kind of attract the alphas.
[15:50] Speaker 3: I imagine there are probably a lot of companies saying, look,
[15:52] Speaker 3: we've hooked these kids young, there'll be our customers for life.
[15:57] Speaker 3: Is that the sense that you're getting from both Generation
[16:00] Speaker 3: Alpha and these companies. How susceptible is all this to
[16:03] Speaker 3: economic shocks?
[16:04] Speaker 2: I was wondering that myself. I mean, if as things
[16:07] Speaker 2: get more expensive, if budgets start to come into effect
[16:10] Speaker 2: or financial distress for a lot of families, I think
[16:12] Speaker 2: that could probably have a big impact over the power
[16:15] Speaker 2: of the alphas. I mean, during the pandemic was a
[16:18] Speaker 2: time of record savings for a lot of American families.
[16:22] Speaker 2: That is totally reversed, which means the influenced kids can
[16:27] Speaker 2: have will probably reverse too, because they're not in direct
[16:30] Speaker 2: control of a lot of this money, as you pointed out.
[16:33] Speaker 2: So I do think maybe some of this influence will
[16:35] Speaker 2: fade a bit, but also the degree to which these
[16:39] Speaker 2: kids are tapped in to the economy, to each other,
[16:42] Speaker 2: to the world, that's not going away. So I think
[16:47] Speaker 2: that this is probably still going to have legs, if
[16:50] Speaker 2: not for the immediate future where maybe families are pulling back,
[16:53] Speaker 2: for the longer term future. For sure.
[17:00] Speaker 3: I wanted to bring it back in because you know,
[17:01] Speaker 3: I said I didn't know if my kids identified as.
[17:04] Speaker 2: Yes, yes, I remember I asked them okay.
[17:07] Speaker 3: In fact, they are familiar with the term. They use
[17:09] Speaker 3: it okay uh, And they thought I was totally lame
[17:12] Speaker 3: and old for having to ask that question.
[17:14] Speaker 2: So they like, they they're like, of course we're alpha's,
[17:16] Speaker 2: you're old for.
[17:17] Speaker 3: Not No, Yeah, yeah, dad, come on, which is just
[17:21] Speaker 3: the general general vibe that I get. This is the
[17:27] Speaker 3: big take from Bloomberg News. I'm David Gura. To get
[17:30] Speaker 3: more from the Big Take and unlimited access to all
[17:32] Speaker 3: of bloomberg dot com, subscribe today at Bloomberg dot Com
[17:36] Speaker 3: Slash Podcast offer. Thanks for listening, we'll be back tomorrow

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