Gen Z, radicalized by social injustice and clad in ’90s throwback leisurewear, might have stolen the spotlight from their millennial predecessors, but an even newer generation is quietly beginning to come of age. Don’t underestimate them. Founders building brands for the future need to pay attention to the under-12 set now. After Gen Alpha has aged into teens with agency, influence, and disposable income, it will already be too late.
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