Generation Alpha: Values, demands and challenges

In a world increasingly characterized by technological developments and global networking, Generation Alpha plays an important role. This youngest generation, born from 2010 onwards, is the first to grow up entirely in the digital age. Here you can read what characterizes Generation Alpha, what drives them and what they expect from companies.

Who is Generation Alpha and what makes it special?

Technological progress, social media and global networking are shaping the reality of life for members of Generation Alpha, or Gen Alpha for short. This refers to the successor generation of Gen Z or children born from 2010 onwards. These young people are shaped by the following key factors, among others, which influence their behavior, their way of thinking and their expectations, including those of companies.

Technology

Members of Generation Alpha are growing up in a world where digital technologies are ubiquitous. From an early age, they use smartphones, tablets and other digital devices intuitively - a fact that shapes the way they learn, make and maintain contacts and their view of the world¹.

Social media

Social media is part of everyday life for Gen Alpha. YouTube, TikTok and Snapchat offer them entertainment, help with self-expression and enable knowledge transfer and social exchange.

Learning platforms

When it comes to education, members of Gen Alpha prefer modern learning methods and digital tools with customizable learning content. They prefer to learn with the help of playful and interactive formats that awaken their motivation and curiosity while strengthening their cognitive skills² - both a challenge and an opportunity for educational institutions.

Gaming

Gaming is more than just a hobby for members of Gen Alpha. (Multiplayer) games and online communities promote young people's problem-solving and teamwork skills and open up spaces for social interaction.

Sustainability

Members of Gen Alpha are growing up in a world characterized by climate change and environmental crises. From a young age, they will experience the consequences of extreme weather events and be sensitized to environmental challenges and the importance of global climate protection measures, for example through parents, schools and social media. This environmental awareness shapes their purchasing decisions and professional expectations³. "Sustainability" is therefore not a buzzword for members of Gen Alpha, but a basic requirement for the future. Members of this generation expect companies and institutions to take responsibility and implement sustainable strategies.

Social responsibility

Global conflicts and crises will shape the understanding of security, stability and justice of members of Generation Alpha. Many are therefore driven by the need for peace and social engagement in order to bring about positive change⁴. Companies that are socially committed and drive forward credible initiatives will gain the trust and support of this generation.

Mental health

In a digital world, members of Gen Alpha are looking for a balance between digital consumption and real-life experiences. This balance is important, as constant access to information and digital connectivity bring both opportunities and stress. Companies that offer mental health programs and promote a culture of mindfulness appeal to this generation. These initiatives show members of Gen Alpha that companies not only pursue economic goals, but also take the well-being of their employees seriously.

Employees of tomorrow: What Generation Alpha expects from companies

Members of Generation Alpha will shape the world of work in many ways. Companies that adapt to these changes at an early stage will benefit from their skills and inventiveness and secure a head start in the competition for the best talent.

What does Generation Alpha need in the workplace?

Flexibility and individual design options will be essential for members of Gen Alpha. They will expect companies to use digital technologies to optimize work processes and ensure a high level of efficiency. In addition to technology, the meaningfulness of activities will play a decisive role in whether members of Gen Alpha decide for or against a company. After all, this generation will want to pursue professions that have a positive impact on society. Sustainability and social responsibility are important issues that play a decisive role in the choice of employer.

For them, careers are defined less by financial incentives and more by personal fulfillment and working in a value-oriented environment. Transparent communication about corporate values and sustainable initiatives is therefore crucial in order to create trust and long-term loyalty.

In order to enable personal development, companies should promote individuality and creativity and support further training and skills development for their Gen Alpha employees, including with the help of innovative digital tools. Generation Alpha will also regard flexible working hours and locations as standard.

Companies that want to attract members of Gen Alpha or recruit them as employees should rethink and adapt their structures and processes in order to not only attract the best talent, but also retain them in the long term.

Effectively address and retain Generation Alpha: Gen Alpha and personas

Generation Alpha expects more from brands than just products - they want to interact online with brands that represent values that correspond to their own beliefs. Sustainability, diversity and social responsibility play a major role in the perception of a brand for Gen Alpha. Authentic communication on platforms such as TikTok, with short, informative content, is particularly effective. The Persona Institute supports you with data-based personas that help you to better understand the needs and behaviors of Generation Alpha and create tailored content.

In order to successfully recruit Generation Alpha, a company should rely on candidate personas that are based on data. These personas help to customize the application process and take into account the needs of Generation Alpha - be it the integration of digital tools, transparent career opportunities or the communication of sustainable values. With data-based candidate personas, the Persona Institute supports you in optimizing your recruiting process and attracting talent from Gen Alpha.

Understanding and achieving Gen Alpha

Generation Alpha is growing up in a world characterized by digital technology, social media and global networking. These young people place great value on sustainability, social responsibility and mental health. Companies that are prepared to adapt and respond to the needs of this generation will benefit from an innovative and future-oriented workforce in a few years' time.

With data-based personas, the Persona Institute helps you to understand the needs of Gen Alpha and respond to them in a targeted manner. Let us advise you or find out about our various offers to reach the talents of the future now.

Sources

1. Šramová, B., & Pavelka, J. (2023). Generation Alpha Media Consumption During Covid-19 and Teachers' Standpoint. Media and Communication. https://doi.org/10.17645/mac.v11i4.7158.
2. Ziatdinov, R., & Cilliers, J. (2021). Generation Alpha: Understanding the Next Cohort of University Students. ArXiv, abs/2202.01422. https://doi.org/10.13187/ejced.2021.3.783.
3. Karatayev, D., Matyakubov, U., Mutaliyeva, L., Filimonau, V., & Ermolaev, V. (2023). Generation Alpha and family business: a perspective article. Journal of Family Business Management. https://doi.org/10.1108/jfbm-10-2023-0259.
4. Danilova, L. (2023). Educational needs of the Generation Alpha. Izvestiya of Saratov University. Educational Acmeology. Developmental Psychology. https://doi.org/10.18500/2304-9790-2023-12-1-58-67.