Generation Alpha, consisting of young people born from 2010 onwards, is beginning to enter the job market as interns and apprentices, but is already driving significant changes in companies. Unlike previous generations, these young people grew up surrounded by artificial intelligence, virtual assistants, and personalized content, and they enter the corporate world demanding more purpose, diversity, and emotional well-being.
According to a survey by Companhia de Estágios and Opinion Box, about 80% of Alpha youth show interest in entrepreneurship during their teenage years, a much higher number than observed among people up to 24 years old. Also, according to a Datafolha survey conducted in June 2025, 68% of this group prefers being self-employed, compared to 29% who favor formal employment.
According to Kássia Sales, president of the Brazilian Human Resources Association in Ceará (ABRH-CE), companies need to prepare to identify this new profile of employees, who value different initiatives within corporations, such as real social impact and a more horizontal work environment. ‘Organizations need to train managers capable of combining innovation and inclusion, so this group can be reached and placed in opportunities that match their profiles,’ she says.
Changes
The president of ABRH-CE also highlights that, unlike Generation Z, which experienced the transition from the analog to the digital world, Generation Alpha has never known another reality—they were born connected and with a high level of adaptability. ‘This familiarity makes them expect more collaborative, dynamic, and personalized work environments, as well as leadership that is more open to dialogue and less hierarchical,’ she explains.
Among the strengths of Generation Alpha are critical thinking, developed emotional intelligence, and the ability to solve complex problems in groups. On the other hand, Kássia Sales warns ‘about the risk of higher anxiety and difficulty dealing with very rigid corporate environments.’
‘As someone working in Human Resources, I believe it is necessary to review recruitment policies, strengthen leadership development programs, and create a culture that values mental health, dynamism, and active listening,’ explains Kássia, emphasizing that ABRH-CE’s work has been guiding organizations to understand that flexibility, diversity, and purpose are already differentiators for the next generations.
The president also highlights that while Alphas are beginning to take up space, there is already discussion about the arrival of Generation Beta, consisting of those born from 2025 onwards, who will grow up in an even more immersive environment marked by augmented reality and advanced automation. ‘Those who understand the transformations brought by Alphas now will be better prepared to face the challenges the next generation will impose,’ she concludes.
