We are concerned about Generation Z (those born between the mid-90s and early 2010s), but we are overlooking one fact: the ‘older’ members of the next generation, Alpha—spanning from 2010 to the present—are already teenagers.
These children, born to Millennial parents and, in some cases, to Gen Z parents, grew up in an environment entirely immersed in connected devices, social media, and streaming platforms, where information circulates at a completely different pace compared to their Millennial parents.
The near-constant presence of screens and virtual assistants has made their interaction with digital technology almost organic, shaping not only how they learn but also how they perceive the world and engage with brands. From this perspective, Generation Alpha anticipates behaviors that, in the coming years, will become the standard for consumption and interaction, significantly influencing Customer Experience (CX) strategies.
For this group, the notion of experience goes beyond the traditional expectation of good service or a functional product. They have been exposed early on to personalization and convenience in virtually every aspect of their lives: from on-demand entertainment, where they choose what to watch anytime, to smart devices that learn their preferences and habits at home.
This early exposure to digital tools creates a relationship of trust and, at the same time, demands: it’s not enough for a company to offer an efficient customer service channel; it must also be agile, connected, and genuinely committed to understanding and anticipating needs. The message for brands is clear: those that don’t create integrated, fast, and values-driven experiences—reflecting principles like inclusion and sustainability—risk losing relevance in the very near future.
The power of the first fully digital generation
While many executives have already mapped the importance of digital natives in business transformation, Generation Alpha takes this concept to another level.
While Generation Z had to learn and adapt to technologies that emerged as they grew up, Alpha children, in turn, were born into a world where tablets, smartphones, and voice assistants were already mainstream. This generation didn’t experience the transition; they are already living in a digital reality without language or cultural barriers. Everything feels natural to them, from interacting with touchscreens to absorbing content from gamified platforms that blend education and entertainment.
For CX leaders, this means rethinking what ‘connection’ with the customer truly entails. Linear models, with predefined touchpoints, are becoming obsolete. Generation Alpha demands a fluid and omnipresent approach, expecting brands to respond seamlessly across any context or channel without losing continuity.
An eight-year-old child, for instance, won’t understand why a music app isn’t integrated with the family’s smart speaker or why there’s a disconnect between the e-commerce site and the physical store. This level of expectation follows them at every stage of their development. When they become young consumers searching for products and services, they will have little patience for brands that don’t offer a seamless journey or interaction options based on voice, augmented reality, and other features that, to them, will already be standard.
There’s also a relevant factor tied to immediacy. Generation Alpha is used to getting everything quickly—from deliveries to software updates—and rarely waits days for a problem to be resolved. This faster consumption pattern affects the entire business ecosystem, driving changes in logistics, customer service, and return policies. It’s not just about convenience; it’s a paradigm shift in how consumer relationships are expected to function. This first fully digital generation wants—and will demand—more intuitive technologies, frictionless processes, and brands that communicate clearly.
A new perception of value
When we analyze how Generation Alpha perceives the value of a product or service, we notice a strong emphasis on emotional factors and a broader sense of global impact. Concerns about sustainability, ethics, and corporate social responsibility aren’t distant concepts for these children—they’re integral to what they learn in school and online.
They see digital influencers discussing environmental causes, observe big-brand initiatives promoting awareness campaigns, and develop the notion that all of this is part of a larger package when choosing whom to engage with. Essentially, they are young consumers who, in the future, will carry this mindset into the workplace and more complex purchasing decisions.
For CX leaders, the message is clear: customer experience shouldn’t just be about optimizing steps and interfaces. It’s about incorporating values that reflect care for people and the planet. Generation Alpha likely won’t forgive greenwashing or superficial campaigns without real substance. Transparency, coupled with authenticity, will be key to building lasting relationships. While they might not express this formally as children, the fact is they grow up closely watching brands, discerning which companies act genuinely and which merely pretend to care.
Building experiences for a different tomorrow
In a few decades, Generation Alpha will be the dominant group of consumers and market influencers. It’s this horizon that current leaders must focus on. What we consider ‘the future’ today will quickly become the reality for these new decision-makers, whether as end-users or as managers within companies. This perspective reinforces the need for consistent preparation, particularly in adopting new technologies and creating flexible service ecosystems.
At the same time, CX executives must remember that this generation was born amid climate change and disruptive global events like the COVID-19 pandemic. These children grow up aware that the world is unstable and crises can happen at any moment. This sense of vulnerability makes them value resilient brands—ones capable of adapting, acting with social responsibility, and creating safe, trustworthy environments. It’s not just about delivering a good product but about conveying a sense of security and alignment with stated values.
Finally, it’s important to recognize that, though still young, Alphas already influence family spending habits and, soon, the job market. They are surrounded by opportunities to express themselves and are learning negotiation from an early age. They question and voice opinions on what’s fair, ethical, or sustainable, bringing this to their consumer choices. The keyword for those planning the future of CX is readiness: readiness to evolve platforms, readiness to embrace new interaction formats, and readiness to align with principles that go beyond immediate profit.
Generation Alpha arrives with broader and deeper expectations, armed with a critical sense that challenges the status quo. Those who listen will have the chance to build long-term relationships, while those who remain stagnant risk becoming obsolete in the face of a new worldview.
