Aged 14 and younger, Generation Alpha (Gen Alpha or Alphas) numbers “almost 2 billion people globally,” Lucy Maber, a senior strategy consultant at Brandpie, a consultancy, wrote in Fast Company, a publication. “This is the largest cohort in history.”
In Egypt, Gen Alfa is a third of the population, according to data aggregator Statistica. By 2030, those youth will become employees who likely will upend the business landscape. “They’re set to disrupt culture, the economy and our workplaces,” said Maber.
“As brands, educators and policymakers look forward, understanding [Gen Alpha’s] nuances [versus their predecessors] will be key to unlocking the vast potential of these generations,” Greenlight, a fintech, said in April.
Gen Alfa and tech
Alphas, born between 2010 and 2025, are nicknamed “Generation Glass, due to their constant exposure to [tech device] screens,” Naman HR, a consultancy, said. They are “the first generation to grow up entirely in a world dominated by technology.”
In August 2023, Razor Fish, a consultancy, found that “before the age of six, more than 40% of Alphas have used a tablet, and by the time they turn seven, more than half are using video game consoles.”
Gen Alpha’s priority is “using technology to find simplicity in their day-to-day lives,” the Robin Report, a consultancy, said in a paper published in October. “This means whittling down the noise and conflicting demands this digital-first generation faces every day.”
That is most evident in digital advertising. “Advertising for the sake of advertising can have an adverse effect on Gen Alfa consumers,” said the Robin Report. “They don’t want to spend with brands that don’t get them, and bombarding youngsters with generic ads is a great way to firmly cement your company in the ‘doesn’t get it’ category.”
Instead, brands should invest in building relationships with Alphas. “Social media interactions between brands and [Gen Alpha] will look more like a bartering system [or] slow-burn burgeoning relationship,” the Robin Report said. Gen Alpha is most interested in “mental health, diversity, inclusion and sustainability. Prepare to earn their respect through discourse, action, and more discourse about the results.”
Z to Alpha
Gen Alfa and their predecessor, Gen Z (born 1995 to 2009), noticeably differ when interacting with technology. Maarten Leyts, founder and CEO of Trendwolves, a think tank, said the differences start with “their upbringing and technological exposure.”
Gen Z “experienced the rise of traditional social media platforms like Facebook and Instagram, while Gen Alpha is growing up … with more advanced technology, … making their digital experiences integral to their development,” Leyts noted. They are more “comfortable with newer platforms like TikTok.”
Additionally, Gen Z experienced disruptive events like COVID-19 and the 2008 recession. “Generation Alpha … will grow up with [constant] advancements in technology as a norm,” Leyts said. “[Accordingly, they] have different developmental challenges and opportunities.”
Regarding education, the Pew Research Center noted significant differences between Gen Z and Gen Alpha. “The [former’s] engagement in the workforce during their teenage years is notably lower than [Millennials and Gen X] at comparable ages, reflecting a stronger focus on education over early work experiences.” The internet at large and in-person learning shaped these preferences.
Alphas will go one step further. Langly, an online education platform, said, “Artificial intelligence (AI) is poised to significantly influence Generation Alpha, similar to the impacts of mobile phones on the internet on previous generations.”
AI’s “integration into education and toys [will] foster emotional intelligence, personalized learning, and growth among these young individuals,” Langley’s June 2023 blog said. “This trend indicates a future where educational approaches and workplaces are highly influenced by AI.”
Communication is also different. Gen Zers are “highly collaborative, social and appreciative of diversity … Their understanding of the world is significantly shaped by their upbringing in an internet-connected society,” said Greenlight. “This connectivity has fostered a sense of self-reliance, collaboration, and desire for diverse communities.”
Gen Alpha’s attitudes and perceptions are shaped significantly by the online platforms they access, not the internet at large. “They’re expected to gravitate toward gaming platforms for social interaction [and] digital realms such as the metaverse for social engagement and entertainment.”
Alpha’s behavioral influences also will differ from Gen Z, as Alphas have stronger ties to their Millennial and Gen X parents. “This [shapes] their approach to technology, education, and social issues,” said Greenlight. “Consumer preferences will also be influenced by the minimalist, high-quality brand preferences of their parents.”
Gen Alpha at work
When managing Gen Alpha, executives need to accommodate “particular difficulties, [including their] short attention spans, dependency on technology, and a need for instant gratification,” said Naman HR.
Alphas also demand “privacy [amid] constant online exposure and data security concerns,” said Naman HR. “They [also] expect workplaces to reflect [their values] in meaningful, actionable ways.” Lastly, “they seek environments that support their lifestyle and well-being.”
Accordingly, flexible work hours will likely not be negotiable. For one, Gen Alpha “were raised in an era where remote learning and virtual interactions are the norm,” Naman HR said. “Because of this, they expect similar flexibility in their professional lives.”
Companies also need to invest heavily in advanced technologies and future-proof their digital infrastructure, as Alphas “expect their workplace to be equipped with cutting-edge tools and platforms” they are accustomed to, said Naman HR. That includes “AI and machine learning, automation [and] sophisticated collaboration tools.”
Aside from technology, “Gen Alpha is deeply motivated [more than Gen Z] by purpose and values, seeking employers whose missions align with their beliefs,” Naman HR noted. “The areas most important to them include social responsibility, environmental sustainability [and] ethical practices.”
Ann Tomlinson, founder of Alium Works, a training provider, wrote on Linkedin in November 2023, “Gen Alpha will be lifelong learners. They will expect their companies to provide ongoing training and development opportunities as standard,” she explained. Greenlight said companies should “offer a mix of … formal training, … online courses, mentorship programs, hands-on learning experiences.”
If a company can’t accommodate those needs, Gen-Alpha employees “will be more open [than Gen Z] to exploring new possibilities with other companies or occupations that cater to their needs.”
Accordingly, having a culture of constant improvement where employees are motivated to gain new skills and knowledge is critical. That culture should “cultivate collaboration and inclusiveness, [given Gen Alpha] are growing up in an interconnected world,” Greenlight said.
That means “implementing open communication channels, promoting teamwork, facilitating cross-functional projects … providing diversity training, establishing employee resource groups and promoting inclusive leadership practices.”
Lastly, managers need to accommodate “Gen Alpha’s … strong entrepreneurial spirit — driven in part by the rise of social media influencers — [making them] more inclined to start their own businesses or side hustles,” Dan Black, EY’s global leader of talent strategy and organizational effectiveness, wrote in Fast Company in August.
Individual careers
“True personalization” is also critical for Alphas, reported Antoinette Siu, a journalist at DigiDay in July. “Growing up with platforms like Netflix, YouTube and Spotify, which tailor content to their preferences, it’s likely [Gen Alpha] will expect the same level of customization in their careers.”
Part of that customization is that their careers “align with their individual interests, strengths and values,” said Siu. “Companies that can offer tailored career development opportunities, allowing employees to forge their unique paths, will be especially attractive to this generation.”
Black believes Gen Alpha will invariably surprise employers. However, he stressed that even though Alphas are “still being defined in their pivotal development years, employers should focus on [what little] knowledge … exists.”