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  • How are members of the youngest cohort spending and saving?
  • How are members of the youngest cohort spending and saving?
    August de Richelieu (2020) ©
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Why are Gen Alphas becoming creative entrepreneurs?

It’s boom time for screen time as Gen Alphas and younger Zers start leveraging the earning opportunities of online play. Yet while they may be more financially autonomous, they may not necessarily have adequate education around money management. So, how can parents and brands help them?

Location United States

Scope
“People’s money habits are formed at a young age based on the times and their surroundings,” says Mitchell Kraus, the owner of wealth management firm Capital Intelligence Associates. [1] For the two-thirds of 4- to 14-year-olds across the US who are given a regular allowance, those habits are quite different from those of their Gen Y parents. [2]This is partly due to the pandemic, which has accelerated the uptake of digital transactions among teens and younger children. “Kids are not only telling parents that they want to spend their money digitally, they’re now ...

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