Recession-blighted millennial parents are trying to raise their 'Gen Alpha' kids with the one thing they never had

Dad counts money with child.

As more millennials become parents, they’re intent on raising their kids with the one thing they never had: financial security. 

Those kids are part of Gen Alpha, the post-Gen Z generation that a new Morning Consult report defines as children nine years old or younger. The majority of the 2,000 Gen Alpha parents surveyed (70%) are millennials.