Kids are the future – something brands know all too well, with even banks looking to target this age group. Directly marketing to children can be something of a grey ethical area, but Gen Alphas who are growing up with financial know-how will welcome innovations that cater to their aspirations.

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?

As the UK becomes increasingly cashless, parents are navigating how to teach their kids about financial literacy and smart spending in the digital age. Enter gohenry, an app that lets parents and children work together to track purchases, set saving goals, and empower kids to manage their money.

Generosity hasn’t just peaked among adults during lockdown; kids are donating to charities in higher amounts than before, too. Gen Alphas and young Zers are thinking about finances from a young age, which could lead to a more considered approach to money management going forward.