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Heather Dretsch Explains Why Generation Alpha Will Choose Their Parents Brands

Heather Dretsch, assistant professor of marketing, shares that since Generation Alpha is too young to be making purchase decisions on their own, they will follow in their millennial parents’ footsteps.

“There’s a subset of young, millennial moms who are invested in buying the best products they can afford for their kids,” said Dretsch. “As a result, the next generation of kids are going to have very similar tastes to that of their millennial parents when it comes to brands, unlike Gen Z.”

Read more on Rethink Retail.