Understanding the unique characteristics and needs of Generation Alpha

Jan. 6, 2025 /Mpelembe Media/ — This white paper by McCrindle Research profiles Generation Alpha (born 2010-2024), highlighting their characteristics as the largest generation in history, shaped by ubiquitous technology from birth. The authors, leading social researchers, explore Alpha’s influence on consumer trends, education, and the future of work, predicting longer lifespans, later career starts, and a greater focus on wellbeing. The report examines the implications of Alpha’s digital fluency and suggests strategies for parents, educators, and businesses to engage effectively with this generation. Ultimately, the paper paints a picture of a generation poised for success but requiring tailored support to navigate a rapidly changing world.

Generation Alpha, born between 2010 and 2024, possesses several key characteristics that distinguish them from preceding generations. These distinctions arise from their unique experiences with technology, cultural shifts, and economic factors.

Here are some key characteristics that set Generation Alpha apart:

Born in the Digital Era: Generation Alpha is the first generation to be born entirely in the 21st century, coinciding with the rise of digital devices. They have been immersed in technology from birth, making them true digital natives. This is a significant difference from previous generations who experienced a transition into the digital world.

Tech-Dependence: They have had screens as pacifiers from a young age, and are often called “screenagers” or “Generation Glass” due to their constant interaction with technology.

Brand Influence and Purchasing Power: Despite being young, Generation Alpha significantly influences household purchasing decisions and has brand influence beyond their years. They engage with brands and products that speak to their future needs, making them an important consumer segment.

Largest Generation: They are projected to be the largest generation in history, with over 2 billion members globally by 2025. This demographic scale differentiates them from previous generations in terms of societal impact.

Upagers: They are experiencing ‘upageing’, meaning they are growing up faster and at a younger age than previous generations. They are more sophisticated physically, socially, psychologically, educationally, and even commercially, beginning these stages of development earlier.

More Materially Endowed: Generation Alpha is the most materially endowed and empowered generation to date, shaped in an era of individualisation and customisation.

Education: They are expected to have the highest levels of formal education, with a predicted 1 in 2 obtaining a university degree.

Extended Adolescence: While adolescence starts earlier, it also extends later into their 20s. They will stay in education longer, start their earning years later, and live at home with their parents for an extended period.

Globally Connected and Diverse: They are the most globally connected generation due to their technology and are more culturally diverse compared to former generations. They are deemed social, global, and mobile, as they will work, study, and travel between different countries.

Shaped by rapid technological advancements: They have grown up with technologies like smartphones and tablets, video games, driverless trains and smart speakers, and they have never known life without these devices. They may never use many traditional items like wallets, single-use plastics, or analogue alarm clocks.

Career Mobility: They are predicted to have multiple jobs across multiple careers, with many working in jobs that do not currently exist. They will need to be adaptive and constantly upskilling and retraining to remain relevant in the changing world of work.

Wellbeing Focus: Generation Alpha is emerging into the workforce at a time when wellbeing is at the top of the agenda, expecting workplaces to support their wellbeing.

Longer Lifespan: They will live longer and work later in life, pushing back traditional markers of adulthood like marriage and children.

Lifestyle and Service Focus: They will prioritise lifestyle and view accommodation as a service.

Health Conscious: They will be more health-conscious, focusing on calorie intake, portion sizes, plant-based proteins, and using devices to monitor their health.

In comparison to previous generations:

Millennials (Gen Y): While Millennials are their parents, Alphas are expected to be different in many ways. For example, Alphas are predicted to have children earlier than Millennials.

Generation Z: Generation Alpha is considered more technologically immersed compared to Gen Z, and is expected to surpass them in terms of education.

Generation Alpha is distinct due to their deep integration with technology, their global connectivity, their extended youth, their heightened awareness of wellbeing, and their expected influence on the future of work and consumption. Their experiences and characteristics position them to shape the future in unique ways.

Technology will fundamentally shape Generation Alpha’s development in several ways, as they are the first generation to be born into a world dominated by digital devices. Here’s how:

Early and Constant Exposure: Generation Alpha has been exposed to screens from a very young age, often using smartphones and tablets as pacifiers. This constant interaction with technology from their formative years will significantly impact their lives.

Digital Natives: They have never known a world without the internet, smartphones, and social media. This makes them digital natives, comfortable with technology in ways that previous generations are not.

Screen Time and its Impacts:

Increased screen time: Tweens (8-12 year olds) spend an average of 4 hours and 44 minutes per day on screens for entertainment, and this is expected to increase for Generation Alpha.

Shorter Attention Spans: Excessive screen time during their formative years may lead to shorter attention spans.

Digital Literacy and Social Formation: They will have increased digital literacy but may experience impaired social formation due to their high screen usage.

“Screenagers” and “Generation Glass”: Generation Alpha has been raised as “screenagers” and is sometimes referred to as “Generation Glass” because of their constant interaction with screens.

Technological Devices as Norms: Smartphones, tablets, video games, driverless trains, autonomous cars, and smart speakers are the technologies that define this generation. These technologies have been developed within their generation, so they have never known life without them.

Shifting Educational Approaches: Educational methods are shifting from structural and auditory learning to engaging, visual, multimodal, and hands-on methods to cater to this generation.

Future of Work: They will have careers in emerging fields such as cyber-security, app development and cryptocurrency and will need to constantly upskill and retrain to remain relevant to the changes in the workforce.

Changing Consumer Habits:

Tech-Enabled Toys: There is an increasing focus on tech-toys that facilitate community, connectivity, and the development of social and global skills.

Brand Influence: Even before they reach their teens, they have brand influence and purchasing power, and they engage with brands that cater to their future needs.

New Consumption Patterns: They may never use traditional items like wallets, single-use plastics, or analogue alarm clocks. They are also likely to view life as a service (like Netflix) and will prioritize lifestyle, viewing accommodation as a service rather than ownership.

Wellbeing: As they enter the workforce, there will be a greater focus on wellbeing, and this generation will expect workplaces to support their wellbeing.

Technology is not just a tool for Generation Alpha; it is an integral part of their lives that shapes their development, learning, social interactions, and future prospects. They are being raised in an “unintentional global experiment” where screens are a constant presence, which will have lasting effects on them.

The naming convention for Generation Alpha originated from a combination of factors, including the need to move beyond the existing alphabet and the influence of scientific naming conventions. Here’s a breakdown of how the name came about:

End of the Alphabet: After using the letters X, Y, and Z for previous generations, there was no logical next letter in the Latin alphabet to use. When asked what the next generation should be called, many people suggested Generation A. However, the researchers felt that beginning again with the letter ‘A’ didn’t fit this new cohort.

A New Beginning: Generation Alpha is the first generation to be born entirely in a new century. This signifies a completely new era, so going back to the beginning of the alphabet didn’t feel right. The name “Alpha” was chosen to represent the start of something new, not a return to the old.

Greek Alphabet: Instead of using the Latin alphabet, the researchers turned to the Greek alphabet. This was inspired by the scientific practice of using the Greek alphabet when the Latin alphabet has been exhausted, as occurred during the 2005 Atlantic hurricane season. The name “Alpha” was thus chosen to reflect the start of a new sequence, just like the use of ‘alpha’ in the Greek alphabet.

Generic Labels: The researchers also considered that generic labels, rather than descriptive ones, are more likely to last. Names like Generation X, Z and Alpha provide a blank canvas for the generation to create their own identity, rather than having a descriptive label that may only be relevant for a segment of the cohort or for a short period of time.

Research Agency Decision: The name was ultimately decided upon by McCrindle Research, a research agency with a focus on generational analysis. They conducted surveys to test a few names, and they ultimately settled on Generation Alpha.

In short, the name “Generation Alpha” was selected to signify a fresh start for the first generation born entirely in the 21st century, moving beyond the Latin alphabet and drawing inspiration from scientific naming conventions. It represents not a return to the old, but the start of something new.

Generation Alpha, born between 2010 and 2024, is defined by several key characteristics that distinguish them from previous generations, arising from their immersion in technology, cultural shifts and economic factors.

Here are some of the key characteristics that define Generation Alpha:

Digital Natives: This is the first generation to be born entirely in the 21st century, coinciding with the rise of digital devices, making them true digital natives who have been immersed in technology from birth. They have never known a world without the internet, smartphones and social media.

Constant Exposure to Technology: They have been exposed to screens from a young age, often using smartphones and tablets as pacifiers, and are sometimes called “screenagers” or “Generation Glass” due to their constant interaction with technology.

“Upagers”: They are experiencing ‘upageing’, which means they are growing up faster and at a younger age than previous generations, with earlier physical, social, psychological, educational and commercial sophistication.

Materially Endowed: They are the most materially endowed and empowered generation, having been shaped in an era of individualisation and customisation.

Brand Influencers: Even before reaching their teens, they possess significant brand influence and purchasing power, engaging with brands and products that align with their future needs.

Largest Generation: They are projected to be the largest generation in history, with over 2 billion members globally by 2025.

Highly Educated: They are expected to be the most formally educated generation, with predictions that 1 in 2 will obtain a university degree. 90 percent are predicted to complete high school.

Extended Adolescence: While adolescence begins earlier for them, it also extends later, with them staying in education longer and living at home with their parents for an extended period.

Globally Connected and Diverse: They are the most globally connected generation due to their technology and are more culturally diverse than previous generations. They are considered social, global and mobile, and are expected to work, study, and travel between different countries.

Technologically Shaped: They have grown up with technologies like smartphones, tablets, video games, driverless trains and smart speakers, and have never known life without these devices. They may never use many traditional items like wallets, single-use plastics or analogue alarm clocks.

Career Mobility: They are predicted to have multiple jobs across multiple careers, with many working in jobs that do not currently exist. They will need to be adaptive and constantly upskill and retrain to remain relevant in the changing world of work.

Wellbeing Focus: They are entering the workforce at a time when wellbeing is at the top of the agenda, with expectations that workplaces will support their wellbeing.

Longer Lifespan: They will live longer and work later in life, pushing back traditional markers of adulthood such as marriage and children.

Lifestyle and Service Focus: They will prioritise lifestyle and view accommodation as a service.

Health Conscious: They will be more health-conscious, focusing on calorie intake, portion sizes, plant-based proteins, and using devices to monitor their health.

In comparison to previous generations:

Millennials (Gen Y): While Millennials are their parents, Alphas are expected to be different in many ways. For example, Alphas are predicted to have children earlier than Millennials.

Generation Z: Generation Alpha is considered more technologically immersed compared to Gen Z, and is expected to surpass them in terms of education.

Generation Alpha is defined by their deep integration with technology, their global connectivity, their extended youth, their heightened awareness of wellbeing, and their expected influence on the future of work and consumption. Their experiences and characteristics position them to shape the future in unique ways.

Technology will significantly shape Generation Alpha’s future careers in several ways, according to the sources. This generation has been immersed in technology from birth, and this will have profound implications for their work lives.

Here are some key ways technology will influence their careers:

New Job Types: Many of the jobs that Generation Alpha will hold do not currently exist. They will likely work in emerging fields such as nanotechnology, block-chain, cyber security, autonomous transport and virtual reality. The rapid pace of technological change means that they will need to be adaptable, constantly upskilling and retraining to remain relevant.

Digital Skills: A high level of digital literacy and skills is expected for this generation, given their constant exposure to technology. Parents already believe students are equipped with digital skills. However, schools will need to adapt to support this generation, moving from structural and auditory learning to more engaging, visual, multimodal, and hands-on methods of education.

Automation: The rise of automation is expected to impact the workforce, with technology replacing some jobs and creating new ones. This means that Generation Alpha will need to focus on developing skills that are less likely to be automated, such as creativity, critical thinking, and interpersonal skills.

Lifelong Learning: With technology changing so rapidly, Generation Alpha will need to be lifelong learners, continuously upskilling and retraining. They are expected to hold multiple jobs across multiple careers.

Workplace Expectations: Generation Alpha will enter the workforce at a time when wellbeing is a top priority. They will expect workplaces to support their wellbeing, and will have less tolerance for organisations that hinder it. There will be an increased focus on simplicity and personalisation of services, with a need to make life function more efficiently using technology.

Global and Mobile: Their tech-savviness will enable them to work, study, and travel between different countries, making them a very mobile and globally connected generation.

Impact of devices: Generation Alpha has been raised with smartphones and tablets as pacifiers, and are often called “screenagers”. As a result, they may never have to use some traditional devices or items such as film cameras, landline telephones, wallets, single-use plastics or analogue alarm clocks.

Technology will not only shape the types of jobs available to Generation Alpha, but will also require them to have a different mindset, a different skillset, and different expectations of the workplace. Their immersion in technology from a young age will prepare them for a future where adaptability, continuous learning, and wellbeing will be crucial.

Generation Alpha’s upbringing, heavily influenced by technology and various societal shifts, will significantly shape their future in numerous ways. Here’s a breakdown of how their formative experiences will impact them:

Technological Immersion:

Digital Natives: Being born into a world dominated by digital devices, they are true digital natives. This will lead to a high level of technological proficiency and a reliance on technology in all aspects of their lives, including their careers.

“Screenagers”: They’ve been exposed to screens from a very young age, often using devices as pacifiers. This could lead to both increased digital literacy and challenges, such as shorter attention spans and impaired social formation.

Education and Skills:

Highly Educated: Generation Alpha is predicted to be the most formally educated generation, with a large proportion expected to obtain a university degree. They will have access to more information than any previous generation.

Shift in Learning: Their education will likely shift from structural and auditory learning to engaging, visual, multimodal and hands-on methods, as schools adapt to their needs.

Practical Skills Gap: Despite their high level of formal education, they may lack practical skills such as assessing risk, setting goals, and developing hands-on competencies. This could mean parents will be looking for toys that develop these skills.

Social and Cultural Factors:

“Upagers”: They are growing up faster and at a younger age, experiencing earlier physical, social, psychological, educational, and commercial sophistication.

Global Connectivity: They are the most globally connected generation due to technology, and are likely to be more culturally diverse, which will influence their interactions and perspectives.

Extended Adolescence: While they mature earlier, they will likely stay in education longer and live at home with their parents for an extended period. This could change the traditional markers of adulthood such as marriage, and children.

Economic and Consumer Impact:

Materially Endowed: They are the most materially endowed and empowered generation, growing up in an era of customisation and individualisation. They have significant purchasing power, influencing family decisions even before reaching their teens.

Future Consumers: They engage with brands and products that speak to the future needs of this generation. They will be more inclined towards simplicity and services that are customised to their needs.

“Rentvesters”: They are likely to prioritize lifestyle and view accommodation as a service.

Work and Career:

Job Mobility: They will experience greater job mobility, with many having multiple jobs across multiple careers. They will need to be adaptive, constantly upskilling and retraining due to technological advancements.

New Career Options: They will have opportunities in new fields such as nanotechnology, block-chain, cyber security, autonomous transport and virtual reality.

Wellbeing Focus: They will expect workplaces to support their wellbeing and will be less tolerant of organisations that hinder it.

Health and Lifestyle:

Longer Lifespan: They will live longer and work later in life.

Health Conscious: They will likely be more concerned about calorie intake and portion sizes, consuming less alcohol and soft drinks, and engaging with plant-based proteins. They will utilise devices to monitor their health.

Parental and Grandparental Influence:

Millennial Parents: Their parents, the Millennials, are more equipped to manage the digital world due to their own upbringing, but are also likely to have high expectations of their children’s education.

Grandparent Role: Grandparents will play an important role in their lives, providing advice and care, especially with their parents working more.

Generation Alpha’s upbringing will lead to a future characterised by technological integration, a focus on lifelong learning, a need for practical skills, and a strong awareness of wellbeing. They will be adaptable, mobile, and globally connected, with unique expectations of both work and life. Their experiences will shape them into a generation that is both technologically advanced and deeply conscious of their own needs and place in the world.

Based on the sources and our conversation history, Generation Alpha will require a diverse set of skills for future success, encompassing both technical abilities and personal attributes. Here’s a breakdown of the key skills they will need:

Digital Literacy and Technological Skills: As true digital natives, Generation Alpha will need to be highly proficient in using and understanding various technologies. This includes being adept at using smartphones, tablets, and other devices. They will also need skills in emerging technologies such as coding, app development, robotics, and big data analytics.

Adaptability and Lifelong Learning: Given the rapid pace of technological change and the evolving nature of work, Generation Alpha will need to be highly adaptable. They will need to embrace lifelong learning, continuously upskilling and retraining to stay relevant in the workforce. This is crucial as they are expected to have multiple jobs across multiple careers.

Critical Thinking and Problem-Solving: In an era of automation and information overload, the ability to think critically and solve problems will be crucial. While parents believe their children are equipped with digital skills, they are less confident in their critical thinking abilities. These skills will help them navigate complex situations and make informed decisions.

Creativity and Innovation: As technology replaces some routine jobs, creativity and innovation will become increasingly important. Generation Alpha will need to be able to think outside the box, generate new ideas, and find innovative solutions to complex problems.

Interpersonal and Communication Skills: While technology is essential, interpersonal skills will be more important than ever. Generation Alpha will need to be able to communicate effectively, collaborate with others, and build strong relationships, even in a digital world.

Social and Cultural Awareness: As a globally connected and diverse generation, Generation Alpha will need to be socially and culturally aware. They will need to be able to interact with people from different backgrounds and cultures with understanding and respect.

Leadership Skills: While there is room for improvement in leadership skills, they will be important for Generation Alpha to develop. They will need to be able to take initiative, motivate others, and lead teams effectively.

Wellbeing and Self-Management: As wellbeing is a top priority for this generation, they will need skills in self-management and emotional intelligence. This includes the ability to manage their own wellbeing, cope with stress, and maintain a healthy work-life balance.

Practical and Hands-on Skills: While they are predicted to be highly educated, there is a concern about a potential lack of practical and hands-on skills. Parents are becoming aware of this deficit and may favour toys and educational approaches that help them to develop these skills.

Generation Alpha’s future success will depend on their ability to combine technological expertise with essential human skills. They will need to be adaptable, creative, and critical thinkers, while also being socially aware and proficient communicators. The focus will need to be on developing not just their digital skills, but also their personal attributes and practical competencies. This combination of skills will be crucial to navigate the complexities of the future and thrive in a rapidly changing world.

Parents of Generation Alpha, who are primarily Millennials (also known as Generation Y), have significant expectations regarding their children’s wellbeing, particularly concerning the role that schools play in supporting it. Here’s a breakdown of these expectations:

Increased Expectations for School Support: Parents have increasingly higher expectations of schools to support their children’s wellbeing. In the last five years, almost half of parents (48%) have increased their expectations in this area, with more than one in four (27%) having significantly or somewhat increased them. Millennial parents are driving this trend more than Generation X parents.

Holistic Approach to Wellbeing: The vast majority of parents (97%) believe schools should have a holistic focus and play some role in managing wellbeing. This suggests parents are looking for schools to be involved in all aspects of their child’s wellbeing, not just their academic performance.

Individualised Support: While there is general agreement that schools should play a role in supporting wellbeing, there are differing opinions on the extent of that support. More than two in five parents (46%) believe schools should provide individualised support for wellbeing but then refer children to other experts. This implies that parents expect schools to be the first point of contact, but to also recognise their limitations and refer to specialist support when needed.

Extensive Individualised Support: A significant portion of parents (almost a quarter, 24%) believe schools should provide extensive individualised support for all wellbeing issues. This view is more prevalent among Millennial parents. This suggests a desire for schools to be more heavily involved in supporting students with their wellbeing challenges, possibly due to the pressures of modern life and the increasing awareness of mental health issues.

Schools as the First Line of Defence: Generation Y teachers also agree with parents who feel that schools should be the first line of defence in supporting student wellbeing. This indicates a consensus between Millennial parents and educators on the importance of schools in identifying and addressing wellbeing concerns.

Wellbeing as a Top Priority: Overall, there is a growing trend in wellbeing for schools and in the workplace. Parents expect that schools are aware of the growing importance of wellbeing and will be prepared to support their children in this area. This expectation comes from a broader focus on wellbeing that is gaining prominence in society.

Addressing Mental Health Issues: Parents are looking to schools to be able to support their children who face insecurities and mental health issues about an uncertain future. This indicates an awareness of the increasing mental health challenges that young people face, and a belief that schools have a role to play in helping children build resilience and coping skills.

Parents of Generation Alpha have high expectations for schools to take an active and holistic role in supporting their children’s wellbeing. There’s a general consensus that schools should be the first port of call in supporting wellbeing needs, but opinions differ regarding how much individualised support schools should offer. Millennial parents especially are driving this expectation for greater school involvement in their children’s overall wellbeing, reflecting a growing societal awareness of the importance of mental health and wellbeing, and the increased challenges faced by this generation.

The projected long-term impacts of Generation Alpha’s upbringing are multifaceted, influencing various aspects of society, work, and personal lives. Here’s a breakdown of these potential long-term impacts:

Workforce Transformation: Generation Alpha will enter a workforce significantly different from previous generations. They are expected to have multiple jobs across multiple careers, requiring constant upskilling and retraining. They are likely to work later in life, with retirement not meaning the cessation of work but rather a shift to less intensive roles. The focus on wellbeing in the workplace will be paramount, with workplaces expected to support their employees’ wellbeing. They will also be entering emerging fields like cyber-security, app development and cryptocurrency. Many of the jobs they will hold do not currently exist.

Technological Advancement: Having been raised as “screenagers,” Generation Alpha’s interaction with technology will have a profound effect on their lives. They will likely be driving the next wave of technological innovation, as they are the first generation raised with devices like smartphones, tablets, and AI-driven interfaces as standard from birth. They are likely to be early adopters of new technology and may never be accustomed to traditional technology like landline phones or physical media.

Educational Evolution: As the most formally educated generation in history, Generation Alpha will push for a shift in teaching methods. Schools will need to move away from traditional, auditory and structural learning towards more engaging, visual, multimodal and hands-on methods of instruction. The increased level of formal education could lead to a more skilled workforce, but also presents a challenge to integrate practical skills development, as they are seen to be less proficient in these.

Social and Cultural Shifts: Generation Alpha is the most globally connected and diverse generation. They will be mobile and will likely travel and work between different countries. They will grow up with sustainability and climate change as key political issues. They may also challenge traditional norms, as evidenced by the view that they are likely to be “rentvesters” prioritising lifestyle over ownership, viewing accommodation as a service.

Consumer Behaviour: They will be influential consumers, shaping brand engagement with toys and products that speak to their future needs. They will value simplicity, personalised experiences and convenience. They will likely be more inclined to adopt tech-enabled toys that have educational and social benefits.

Health and Wellbeing: This generation is likely to be more health-conscious, with an increased awareness of calorie intake and portion size, leading them to consume less alcohol and soft drinks, and favour plant-based proteins. They are expected to use devices to monitor their health and exercise. The emphasis on wellbeing will extend beyond personal choices, influencing their expectations for workplaces and other service providers.

Family and Personal Life: Generation Alpha are expected to have children earlier than their Millennial parents. They are likely to be materially endowed and financially secure. They will be the wealthiest generation to date, with a longer life expectancy and will be able to work longer, contributing to their financial wellbeing. They will also likely be more independent due to the access to technology that empowers them to find solutions to their problems on their own.

Extended Adolescence: They are likely to stay in education longer and start their earning years later, potentially living at home with parents for an extended time. This contrasts with previous generations who often entered adulthood and independence at an earlier age.

Timeless Human Needs: Despite all these changes, Generation Alpha will still crave acceptance, community and belonging. These timeless human needs will continue to be key drivers for them, as they are for every generation.

In summary, the long-term impacts of Generation Alpha’s upbringing will be far-reaching, transforming the nature of work, education, and social interaction. They will be technologically adept, health conscious, and focused on wellbeing, while also seeking personalised experiences. They are expected to be more adaptable, innovative and have higher expectations for their workplaces, education and family lives. These changes will present both opportunities and challenges for individuals, organisations and society as a whole. Understanding the unique characteristics and needs of Generation Alpha will be essential for planning for the future.