We are concerned about Generation Z (those born between the mid-1990s and early 2010s) and not paying attention to one fact: the "older" members of the next generation, Alpha – which spans from 2010 to the present – are already teenagers.
These children, daughters of Millennial parents and, in some cases, Generation Z, grew up in an environment completely immersed in connected devices, social media, and streaming platforms, where information circulates at a completely different pace than for their Millennial parents.
The almost constant presence of screens and virtual assistants has made their contact with digital almost organic, shaping not only how they learn but also how they perceive the world and interact with brands. From this perspective, Generation Alpha anticipates behaviors that, in the coming years, will become the standard for consumption and interaction, decisively influencing Customer Experience (CX) strategies.
The concept of experience, for this group, goes beyond the traditional expectation of good service or a functional product. They have been exposed from an early age to personalization and convenience in virtually all aspects of their lives: from on-demand entertainment, where they choose what they want to watch at any time, to smart devices that learn preferences and habits within the home.
This early contact with digital tools creates a relationship of trust and, at the same time, of demand: it is not enough for a company to offer an efficient customer service channel; it must be agile, connected, and genuinely concerned with understanding and anticipating needs. For brands, the message is clear: those who do not create integrated, quick channels and experiences that reflect values such as inclusion and sustainability risk losing relevance in an increasingly near future.
The power of the first 100% digital generation
Although many executives have already mapped out the importance of digital natives in business transformation, Generation Alpha takes this concept to another level.
If Generation Z had to learn and adapt to technologies that emerged while they were growing up, children of Alpha, in turn, arrived in the world with tablets, smartphones, and voice assistants already established. This generation did not experience the transition; they are directly immersed in the digital reality, without language or cultural barriers. Everything seems natural, from interacting with devices without keyboards to absorbing content on gamified platforms that blend education and entertainment.
For CX leaders, this means rethinking what "connection" with the customer means. Models based on linear processes, with predefined contact points, tend to become obsolete. Generation Alpha demands a fluid and omnipresent approach, expecting brands to be able to respond in any context, on any channel, without losing continuity.
An eight-year-old child, for example, will not understand why a music app is not integrated with the family's smart speaker or why there is a mismatch of information between the e-commerce and the physical store. This level of demand accompanies the child at each stage of their maturation. When she becomes a young consumer seeking products and services, she will have little patience with brands that do not offer a seamless experience or that do not provide interaction options based on voice, augmented reality, and other features that will already be standard for her.
There is also a relevant factor related to immediacy. Generation Alpha is used to having 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, encouraging changes in logistics structure, customer service, and exchange and return policies, for example. It's not just a matter of convenience; it's a paradigm shift in how consumer relationships are expected to occur. 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 view of global impact. Concern for sustainability, ethics, and corporate social responsibility is not a distant accessory for these children, but an important part of what they learn at school and on the internet.
They see digital influencers talking about environmental causes, observe initiatives by major brands that promote awareness campaigns, and develop a sense that all of this is part of a larger package when choosing who to associate with. They are, essentially, small consumers who will, in the future, bring this mindset to the job market and more complex purchasing decisions.
For CX leaders, the message is clear: the customer experience should not be limited to optimizing steps and interfaces. It is necessary to incorporate values that reflect care for people and the planet. Generation Alpha will probably not forgive greenwashing actions or superficial campaigns that lack real backing. This transparency, combined with authenticity, will be essential for building lasting relationships. They may not even express this formally while they are children, but the fact is that they grow up paying attention to brand movements, absorbing which companies act genuinely and which only 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 is in this horizon that current leadership needs to focus. What we now consider the "future" will quickly become the reality for these new decision-makers, whether as end-users or as managers within the companies themselves. This perspective reinforces the need for consistent preparation, which mainly involves adopting new technologies and creating flexible service ecosystems.
In parallel, CX executives need to remember that this generation was born in a context of climate changes and disruptive global events, such as the COVID-19 pandemic. These children grow up with the notion that the world is unstable and that crises can happen at any moment. This perception of vulnerability leads them to value resilient brands capable of adapting, acting with social responsibility, and creating safe and trustworthy environments. It's not just about delivering a good product, but about conveying a sense of security and consistency with the promoted values.
Finally, it is important to recognize that, although still young, the Alphas influence their families' consumption habits and, soon, the labor market. They are surrounded by opportunities to express themselves and have already learned to negotiate from an early age. They are used to questioning and expressing opinions about what is fair, ethical, or sustainable, and they carry this into their consumption choices. The key word 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 armed with broader and deeper expectations and a critical sense that challenges the status quo. Whoever listens to this will have the chance to shape a long-term relationship, while those who remain stagnant risk becoming obsolete in the face of a new perception of the world.
