With a projected economic footprint of $5.4 trillion by the end of this year, and spending power expected to reach $1.7 trillion by 2029, Generation Alpha are a demographic set to have profound market implications. How do their needs differ from previous generations? What sectors will benefit most from their influence? And how do brands need to adapt? Hosted Annabel Willder, Global and European ESG Analyst, with Saranja Sivachelvam, Head of Global Thematics Research. *(This information is subject to a disclaimer at the end of this podcast. Please ensure that you listen to the disclaimer and go to www.ubs.com for further information about UBS).