1、SPECIAL REPORTThe Alpha Influence:How the Youngest,Most Connected Generation Is Steering Parental Spending2 L.E.K.ConsultingSPECIAL REPORTContentsAbout L.E.K.ConsultingWere L.E.K.Consulting,a global strategy consultancy working with business leaders to seize competitive advantage and amplify growth.

2、Our insights are catalysts that reshape the trajectory of our clients businesses,uncovering opportunities and empowering them to master their moments of truth.Since 1983,our worldwide practice spanning the Americas,Asia-Pacific and Europe has guided leaders across all industries from global corporat

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4、.3Driving a new consumer dynamic together:Gen Alpha and their millennial parents.4Navigating parenting in a digital world.5Understanding Gen Alphas influence on parental spending.6Winning Over Gen Alpha.14About the Authors.16SPECIAL REPORTIntroductionThey may not control the family budget,but Genera

5、tion Alpha is already guiding household decisions in ways that are redefining modern consumer behavior.Comprising children born between 2010 and 2025,this generation is laying the groundwork for a new era of influence one where their preferences ripple across industries and shape the way families in

6、teract with brands.As the first cohort to grow up entirely in the 21st century,Gen Alpha navigates the digital world with ease,seamlessly engaging with brands from an early age.However,their impact extends far beyond passive interaction.They are shaping family decisions in areas like food and bevera