We are concerned about Generation Z (those born between the mid-90s and early 2010s) that we are not paying attention to a fact: the “older” ones of the next generation, Alpha – spanning from 2010 until the present – are already teenagers.
These children, offspring of Millennials and, in some cases, Generation Z parents, have grown up in an environment completely immersed in connected devices, social networks, and streaming platforms, where information circulates at a pace totally different from that 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 should become the standard for consumption and interaction, decisively influencing Customer Experience (CX) strategies.
The notion 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 practically every aspect of their lives: from on-demand entertainment, where they choose what to watch anytime, to smart devices that learn preferences and habits at home.
Early contact with digital tools creates a relationship of trust and, at the same time, demand: it’s not enough for a company to offer an efficient customer service channel; it needs to be agile, connected, and genuinely concerned with understanding and anticipating needs. The message for brands is clear: those who do not create integrated, fast channels and experiences that reflect values such as inclusivity and sustainability run the risk of losing relevance in a future that is increasingly close.
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 as they grew up, Alpha children, on the other hand, were born into a world with tablets, smartphones, and voice assistants already established. This generation did not experience the transition; they are directly in the digital reality, without language or habit barriers. Everything seems natural, from interacting with keyboardless devices to absorbing content on gamified platforms that blend education and entertainment.
For CX leaders, this implies rethinking what “connection” with the customer means. Models based on linear processes, with predefined touchpoints, 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 a loss of 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 conflicting information between e-commerce and the physical store. This level of demand follows the child at each stage of their development. When they become a young consumer looking for products and services, they will have little patience with brands that do not offer a seamless journey or options for interaction based on voice, augmented reality, and other features that will already be standard for them.
There is also a significant factor related to immediacy. Generation Alpha has become accustomed 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 logistical structure, customer service, exchange, and return policies, for example. It is not just a matter of convenience; it is a paradigm shift in how consumer relationships are expected to occur. This first entirely 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 see a strong emphasis on emotional factors and those connected to a global impact view. Concern for sustainability, ethics, and social responsibility of companies is not a distant accessory for these children but an important part of what they learn in school and on the internet.
They see digital influencers talking about environmental causes, observe initiatives from big brands promoting awareness campaigns, and create a notion that all of this is part of a bigger package when choosing who to associate with. They are essentially small consumers who will later bring this mentality to the job market and to more complex purchasing decisions.
For CX leaders, the message is clear: the customer experience should not be reduced to optimizing steps and interfaces. It is necessary to incorporate values that reflect care for people and the planet. Generation Alpha will likely not forgive greenwashing actions or superficial campaigns without real foundation. This transparency, combined with authenticity, will be crucial to create lasting relationships. They may not express this formally as children, but the fact is 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 towards this horizon that current leaderships need to aim. What we consider as ‘future’ today will quickly become the reality for these new decision-makers, either as end-users or as managers within companies. This perspective reinforces the need for consistent preparation, which involves, above all, the adoption of new technologies and the creation of flexible service ecosystems.
In parallel, CX executives need to remember that this generation was born into a context of climate change 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 time. This perception of vulnerability makes them value resilient brands, capable of adapting, acting with social responsibility, and creating safe and reliable environments. It’s not just about delivering a good product, but conveying a sense of security and coherence with the values promoted.
Lastly, it is important to recognize that, although still young, Alphas exert influence on the consumption habits of their families and soon on the labor market. They are surrounded by opportunities to express themselves and already learn to negotiate from an early age. They are used to questioning and expressing opinions on what is fair, ethical, or sustainable, and they bring this into their consumption 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.
The Alpha Generation arrives armed with broader, deeper expectations and a critical sense that challenges the status quo. Those who listen 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 worldview.
