For 2027 + beyond, how is Gen Alpha reshaping how brands win and lose inside American households? Anne Colaiacovo, our CEO, North America shares, “This year, we accomplished something truly unique in our industry. Allison Worldwide, in partnership with HarrisX, conducted research that didn’t just describe a generation—it fuels our Gen Alpha Household Intelligence Platform, the first brand performance system designed to measure how brands win and lose across the full Gen Alpha household capturing the two-way influence loop that existing trackers miss entirely.” Anne explains, “Our Gen Alpha Household Influence Study found that in households with Gen Alpha teen girls, teens drive 2 in 3 purchases parents make for them. I’ve started calling teen girls the household’s Chief Marketing Officers because the data supports it! But the finding I’m most proud of is that moms haven’t lost their role; they remain the Chief Household Officers. 73% of Gen Alpha teens say their mom shapes what bran...