Gen Alpha is already planning to be your boss

It’s time to stop calling Gen Z the youngest generation in the workforce. Gen Alpha has entered the chat. Although the oldest Gen Alphas have only just hit their teen years, they are deeply financially motivated and ready to be put to work. If you happen to be living with a Gen Alpha who seems strangely fixated on earning their own money—or who is obsessed with brands and products—you know that we’re raising a generation of hustlers (even if they’re just hustling us). But new data from public relations and marketing firm DKC is shedding even more light on the financial intrigue behind Gen Alpha. The firm surveyed 1,000 parents of 8- to 15-year-olds about their children’s financial interest and conduct. The results build on previous research, which found that Gen Alphas, while mostly still in middle school, are massively savvy financially. According to the new survey, a staggering number of Gen Alphas are already earning an income. In total, 95% are making money. But the ways they’re lining their pockets differ. The bank of mom and dad For now, the earnings mostly come from their parents. Some 85% percent receive an allowance, though most of the parents surveyed (55%) said their kids have to earn it. Good behavior and grades earn money for 67% of Gen Alphas; 78% get paid for doing chores. However, Gen Alphas aren’t just earning inside their homes. More than half (57%) earn money through babysitting, lawn care, and other jobs, while another 14% use the internet to sell or resell items. The earnings are more than pocket change. On average, Gen Alphas have $52 per week of their own money, up from $45 two years ago. That comes out to a whopping $2,704 per year. A wild time to be coming of age The world of Gen Alpha—largely happening online—is made up of influencers doing fascinating and sometimes ridiculous things to earn a buck (or millions of them). Whether it’s platforms based on doing good deeds for others, embarrassing themselves