"Generation Alpha: Brand-Conscious Consumers and Screen Time Criticism"

Generation Alpha, kids born between 2010 and 2024, are becoming a significant target for marketing as they display brand awareness and influence from a young age, with many requesting products by brand name. They are highly online, spending significant time on smartphones and tablets, and are influenced by creators and influencers on platforms like TikTok and YouTube. This generation's parents, primarily Millennials, involve them in financial decisions and are raising them with a focus on brand selectivity, potentially impacting future consumer behavior and the economy.