Millennial parents are redefining what success looks like for their Gen Alpha kids—less about report cards and more about emotional resilience, creativity, and financial savvy. Prudential Hong Kong is tapping into this shift with its PruNextGen platform, helping families plan for a future where values and adaptability matter as much as diplomas.

What This Mean: This isn’t just about raising kids—it’s a cultural pivot. Millennials, burned by rigid systems, are prioritizing flexibility and well-being over old-school milestones. Financial firms like Prudential are noticing, signaling that even big institutions see this as more than a passing trend. For Gen Alpha, it could mean growing up in a world where "success" feels less like a checklist and more like a tailored fit.