The advertising industry has spent years obsessing over Gen Z. Meanwhile, Gen Alpha has quietly picked up a smartphone, opened a streaming app, asked ChatGPT for homework help and linked Mom's credit card to a gaming account.
According to a new Morning Consult survey of more than 1,000 U.S. parents, the generation following Gen Z is already developing media habits that should make marketers, media buyers and anyone still debating the future of television pay close attention.