The $1.7 trillion opportunity: How fully-digital Gen Alpha is rewriting the global economic script

The last of Gen Alpha have just been born, and it is a generation already making the world sit up and take notice. From brands and products, to businesses and workplaces, policies and politics, there is enough buzz about a group that is still adolescent, if not newborn. Why?

Born between 2010 and 2025, Gen Alpha are the largest generational size in history—about 24% of the world’s population as of January 2026. In the next ten years, Gen A will still account for 22% of the global population.