The youngest generation, born between 2010 and now, is now generating $100 billion in direct spending power annually, according to a new report. Gen Alpha, made up of digital natives, is spending money from readily accessible e-commerce sites, but also making money by selling and reselling items on digital platforms.

Members of Gen Alpha are too young to drive themselves to a store or open up a credit card in their own names—but that hasn’t stopped them from spending nearly as much as the gross domestic product of Bulgaria .

The youngest generation, born between 2010 and now, has eclipsed $100 billion in direct spending power annually, according to a new report from public-relations firm DKC—and they’re driving even more spending by having an outsized influence on household purchase

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