Wasteful consumerism has a new worst enemy: Gen Alpha tweens [Video]

Tweens are coming for wasteful consumerism.

Some Gen Alpha kids are taking a stand against buying too much stuff — and dragging their parents along for the ride.

“They do decluttering missions,” said Yuriy Boykiv, the CEO of the e-commerce accelerator agency Front Row Group, who has two children aged 10 and 12.

They “don’t have a lot of stuff,” he told Business Insider.

Boykiv counts himself among a growing cohort of parents under pressure to clear out their closets and donate the excess.

Before a mall trip, his kids and their friends “are like, ‘Listen, before we buy something, we’ll just get rid of most of the stuff we have,'” he said.

“Some of them are very minimalist in nature.”

A taste for quality

Gen Alpha, anyone aged 14 and under, seems more selective about spending than the generations that came before them, even when all they have is their allowance.

They are still likely to be big spenders. Thanks to their obsession with Sephora, many …