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Gen Alpha Is Already Thinking About Their Financial Futures

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A recently published report by Acorns, a fintech investment and wellness app, titled “Acorns Money Matters Report for Kids,” looks at how the current stress of finances by Generation Alpha’s parents is influencing how the youngest generation is dealing with finances — especially when considering Gen Alpha already commands an estimated $11.3 billion in spending power. The survey polled 2,000 U.S. consumers from the ages of 6 to 14 and 2,000 parents of Gen Alpha aged 24 to 72, and found that financial independence is a major driving factor in the lives of U.S. Gen Alpha. Acorns Money Matters Report from earlier this year found that nearly 25 percent of American adults believe their financial situation is so dire it could lead to homelessness — which makes it unshocking that children are stressed too, especially since they associate stress with money. Many children are mirroring their parents’ feelings toward money. You May Also Like Related Articles Technology Do Retailers Ambitious AI Goals Align With Consumer Expectations? Business Features Gen Z Are Second Guessing Taking Consumer Advice From Social Media Notably, 63 percent of children and teens hear their parents talk about money often and 36 percent of them want their parents to speak about money more. Sixty-nine percent of Gen Alpha polled stated that they have already started or are planning to start a side hustle, citing earning extra money to spend (58 percent), saving for the future (31 percent) and learning skills to get a job in the future (27 percent) as the main reasons for doing so. Gen Alphas, who are planning for life’s major money moments, reported that 24 percent of them are saving for a car, 19 percent are saving for college or other higher education and 11 percent are saving for a home. Twenty percent are even saving for an emergency fund — which is in stark contrast to the 25 percent of adults in the 2024 Money Matters Report who said that they don’t have an emergency fund and 46 percent said they aren’t planning to start one. Parents are the most trusted source for children to learn about finances — 81 percent said that they turn to their parents. Moreover, 37 percent of children surveyed said that they learn about money from social media, TV, movies and influencers to figure out where to shop and what brands they like. Outside influences take a stronger foothold the older children get, with 40 percent of 10- to 14-year-olds looking to social media in comparison to 31 percent of 6- to 9-year-olds. While side hustles are a major way children are saving up money, many are also allocating their allowances to their savings — especially when considering that 62 percent of 6-year-olds receive an allowance and 80 percent of children receive one by the age of 14. In 2020, Acorns launched its Acorns Early money app and debit card for children and teens. On Feb. 4, the app celebrated 1 million kid users in the U.S., which speaks to just how much of a financially savvy generation Gen Alpha is, with users earning $7 million in the last year. The top 10 companies Gen Alpha is saving up to spend on are Amazon, Microsoft, PlayStation, Apple, Target, Doordash, Steamgames, Walmart, Roblox and Google — with gaming, technology and digital marketplaces being the major consumer spending categories. “We can offer the next generation a lifetime of financial wellness if we set them up with the right tools and knowledge early on,” said Noah Kerner, chief executive officer of Acorns. “It’s encouraging to see how mindful Gen Alpha already is about financial security, and how quickly Acorns Early is growing and making an impact.”

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