gen alpha – Andrew Bolwell

Throughout history, each generation has left its mark on the workplace, transforming how we work, communicate, and collaborate. From the structured work environments preferred by baby boomers to the tech-savvy, flexible preferences of millennials and Gen Z, workplaces have evolved to meet the needs of emerging generations.

Now, the world is preparing for Generation Alpha (Gen Alpha) — the generation born between 2010 and 2025 — who will soon enter the workforce. With their unique characteristics and expectations, they will once again reshape the future of work.

Like their Gen Z counterparts, Gen Alpha is extremely tech savvy, probably even more so with their exposure to screen technology and AI from such an early age. They are also very brand, and purpose-driven. And early studies indicate they may be more independent and driven than their generational predecessor. These characteristics will deeply impact where, how, and why they choose to work.
As Gen Alpha begins to enter the workforce, their impact will be profound. Here are some key statistics of what to expect:

Size and influence: Gen Alpha is projected to be the largest generation in history, with approximately 2 billion individuals globally. (Fast Company)
Diversity: In countries like the U.S., more than half of the children born in 2011 were from minority backgrounds, reflecting a future workforce that is more diverse than ever. (Fast Company)
Technological fluency: Raised in an era of AI and automation, Gen Alpha will push for the widespread adoption of cutting-edge technologies at work, making them likely champions of digital transformation. (LinkedIn)
Education: With access to more online educational tools than any previous generation, Gen Alpha will likely be the most formally educated cohort, with 65% expected to have careers that don’t exist yet. (ExplodingTopics)
Entrepreneurial mindset: A significant portion of Gen Alpha , approximately 76%, aspires to become their own boss or have a side hustle, showing a strong entrepreneurial spirit. This generation will likely prioritize flexibility, autonomy, and the ability to launch their own ventures, reshaping traditional career paths and workplace expectations (LinkedIn)
Purpose-driven careers: Gen Alpha strongly emphasizes aligning their careers with social and environmental values. According to a VML study, 66% of Gen Alphas prefer to buy from companies that make a positive difference in the world. This focus on purpose-driven work is expected to significantly shape their career choices and influence the future of corporate social responsibility (VML)
Prioritization of mental health: Gen Alpha is expected to significantly emphasize mental health and well-being in the workplace. According to the Razorfish study, 75% of 8-to-10-year-olds are already thinking about their mental health, so it’s safe to assume that well-being will be a priority when they enter the workforce. (Razorfish)

Organizations that understand and adapt to Gen Alpha‘s needs will attract top talent and position themselves as innovators. The future workplace will be one of flexibility, digital collaboration, and inclusivity, and Gen Alpha will expect nothing less.

Companies that offer remote work options, prioritize employee well-being, and integrate sustainable practices will appeal to this socially conscious generation. Furthermore, embracing AI and automation will be key to staying competitive, as Gen Alpha will expect technology to enhance productivity and efficiency.

Adapting to these shifts is not just about staying relevant — it’s about seizing the opportunity to foster a culture of innovation and inclusivity. As older generations retire, Gen Alpha will fill these gaps, bringing fresh perspectives and energy into the workforce.

As we prepare for Gen Alpha to join the workforce, it’s clear that they will drive a new era of workplace transformation. Their comfort with technology, emphasis on flexibility, and commitment to inclusivity will challenge companies to evolve rapidly. The businesses that recognize and respond to these shifts will thrive, while those that resist may struggle to keep up.

So, as we look toward the future of work, the question remains: Is your organization ready to embrace the Generation Alpha revolution?

As the world evolves, so does each generation. Right now, the spotlight is on Generation Alpha, the demographic cohort succeeding Generation Z. But who exactly are they, and what sets them apart?

Meet Gen Alpha

Generation Alpha (Gen Alpha) consists of children born from 2010 to 2025. They are the offspring of Millennials and the first generation born entirely in the 21st century. Gen Alpha is expected to be the largest in history, with more than 2 billion people worldwide, and may outnumber Baby Boomers by next year.

They are also the most globally and racially diverse generation. Around the world, more than 2.8 million Gen Alpha are born every week, with the highest numbers in India, China, and Indonesia. In the U.S., there are over 51 million Gen Alphas. While just over half of Gen Z in the U.S. identify as non-Hispanic white, Gen Alpha will mark the first generation in which less than half of the population is white.

Our most tech-savvy generation yet

The Hyper-Digital Generation

For Generation Alpha, technology isn’t just prevalent; it’s omnipresent. The lines between offline and online life are blurred for these digital natives who have never known a world without smartphones, social media, or instant access to information.

Augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are not cutting-edge innovations for Alphas; they are part of their daily lives.

Gen Alpha has never known a world without iPads. Nearly half of Gen Alphas own tablets. They have been exposed to tablets, mobile phones, and other electronic devices since a very young age.

According to Razorfish, many young Gen Alphas between the ages of three and five already have tablets: 43% have one before age six. As they reach six and seven, they become exposed to more complex technologies, including video game consoles, earbuds, and smart TVs. By eight and nine, laptop and desktop computers are introduced, with their millennial parents giving them their first smartphone around nine.

Welcome to the “screen-age”

According to research firm Gitnux, children aged 8 to 12 spend nearly five hours per day on screens of various devices. Because they have access to many devices, Gen Alphas are used to focusing on multiple screens at once. This means they consume content in a very different way than previous generations.

Noah Mallin, chief strategy officer of media and social agency IMGN Media, provided a great example: “For Gen Alpha, it’s more like studying on Quizlet on your smartphone, while YouTube is on in the background on the family Roku — and you’re using the computer to hang out with friends in Minecraft.” This makes them highly effective multi-taskers and can result in shorter attention spans.

Content consumers and creators

YouTube is Gen Alpha’s favorite platform. In a Breno Bain survey of 7 to 14-year-olds, YouTube was seen as the coolest brand. It is also the favorite platform for consuming content, with 86% of Gen Alphas surveyed consuming content on YouTube. This is thanks to brands targeting this generation on the platform, and Gen Alpha influencers and content creators continually popping up on YouTube and TikTok.

Take Ryan Kaji, a Kidfluencer with nearly 37M followers on YouTube, Everleigh Soutas with nearly 4M followers on YouTube, EthanGamer and his 3.2M followers who watch him play Roblox and Minecraft, and Nastya with her whopping 114M followers.

Creative gamers

Like Gen Z, Gen Alphas are also big gamers. But where Gen Z likes gaming to escape or relax, Gen Alpha sees it as a creative outlet, a place to build their worlds, and a place to socialize. Games like Roblox and Minecraft are their gaming worlds of choice. That’s why brands like Walmart, Nike, Barbie, and the NBA have all found their way onto Gen Alpha-heavy platforms.

AI natives

While Gen Z is referred to as “digital natives,” Gen Alpha has earned the honor of being coined “AI natives.” Gen Alpha has grown up alongside AI innovations, from Alexa to Google Assistant, AI-based characters in video games, deepfake YouTube videos, and ChatGPT. They’re the most comfortable generation yet when collaborating and conversing with AI.

What’s important to Gen Alpha?

Education, creativity, and independence

For Gen Alpha, education is becoming more personalized and technology-driven than any previous generation. They value creativity and are likely to pursue learning paths that allow them to explore their imaginative sides. Gen Alpha knows how to quickly navigate the digital landscape to find solutions, explore new ways of individual expression, and acquire knowledge independently.

Environmental concerns

Growing up with climate change as an ever-present concern, Gen Alpha places great importance on sustainability. They are already aware of our planet’s environmental challenges and are poised to be more eco-conscious in their choices, even more so than Gen Z. One-third of Gen Alphas surveyed said they want to make a difference, help others, or help the planet when asked what they want to be when they grow up.

Diversity, inclusion, and authenticity

Living in a hyperconnected world, Gen Alpha is the most globally aware generation yet. Their interconnectedness offers them access to news, resources, and cultures that have the potential to shape their views as global citizens and how they advocate for causes that are most important to them.

Gen Alpha expects to see these values reflected in society because they were introduced to diversity and inclusion from an early age. They are growing up in a world where gender fluidity and racial equality are increasingly recognized, shaping a more accepting worldview. 92% of Gen Alpha respondents understand the power of authenticity. They value standing up for people, understanding people who are different, learning new things, and self-expression.

Brand loyalty

While Gen Z has expressed its anti-consumerism sentiments, distancing itself from overconsumption, Gen Alpha is more like its Millennial counterparts, exhibiting brand loyalty and obsession. Examples of that can be seen in their recent obsession with Stanley Quenchers and Sephora products.

Gen Alpha also has a big influence on their parents’ purchases, with Morning Consult reporting that by age 5, they are influencing household purchase decisions, with 85% of parents saying that their five- to nine-year-olds have explicitly requested products they’ve seen in stores, on TV, or online.

Gen Alpha is already showing its discerning taste and is looking for authenticity in brand marketing and relatable spokespeople. Brands like Claire’s are creating The Collab, a community platform targeted at Gen Alpha and Gen Z to connect with musicians, dancers, skateboarders, fashion influencers, and more. Crayola is following its massive YouTube success with Gen Alpha-specific content that resulted in a 40X increase in organic views by bringing it to other platforms such as TikTok and Pinterest.

Future job market

Gen Alpha will make up 11% of the adult workforce by 2030, and 65% of Gen Alphas will work in jobs that don’t exist today. Unlike Gen Z, Gen Alphas will enter a job market dominated by AI and automation. Adaptive skills and continuous learning will be essential for success in their careers.

This generation is ready to embrace these new skills and technologies, with 59% of Gen Alpha believing that AI, virtual reality, and smart assistants will be integral to their future jobs. They see technology as a way of engaging with the world and will bring a more global view to their jobs.

They have also watched their parents transition during Covid to a more flexible work set-up, making remote and hybrid work not a nice to have for Gen Alpha but an expectation.

This generation has the potential to be innovative and entrepreneurial trailblazers, adept at research, problem-solving, online collaboration, and a strong desire to make a difference.

Generation Alpha is set to leave a bold imprint on our cultural, technological, and environmental landscape. Their ingrained understanding of technology, alongside a strong sense of social responsibility, may well propel us toward a future that prior generations could scarcely have imagined.