Instead of splurging their weekly pocket money immediately on toys, sweets, or fizzy drinks, Gen Alphas are being more strategic with their money. Research shows they are saving up to buy pricier items such as video games, suggesting that this younger generation is more mindful with their money.

Growing up in a digital world, Generation Alphas are more likely to opt to watch shows on Netflix than the BBC. Gen Alphas pursue content consumption through gaming and advocate for inclusive values across the media platforms they use. So how can brands look cool for the kids?

Amid feelings of separation and social volatility, people's desire for stability is being reflected in their purchase decisions. In pursuit of comfort, softness, and plush textures, squishy ‘blob’ furniture is rising in popularity, offering the coziness and versatility that people crave.

As a year of staying at home has pushed us towards minimalism, Whirli is helping parents avoid overconsumption. The toy subscription service offers an affordable way for children to play with a variety of toys, without clutter, while minimising the amount of landfill-bound plastic.