To understand what tomorrow will be like, it is necessary now to study modern children and adolescents - those who will shape our future and live in it. These are the so-called generation Z and "alpha".
The term "Generation Z" was proposed along with the definition of "Homeland Generation" by American researchers William Strauss and Neil Howe. They formulated a generational theory.
Now they are considered to be those who were born:
- from 2005 to the present - according to Strauss-Howe;
- from the late 1990s to the early 2000s - according to the Merriam-Webster Dictionary;
- from 1997 to 2012 - as interpreted by the Pew Research Center;
- from 2003 to 2024 - according to the Russian company RuGenerations;
- as well as those who will mature by the second decade of the 21st century, according to the Oxford English Dictionary.
Some other names: "centenials" (from the English centennial - century), iGeneration (iGen) by analogy with the iPhone (suggested by psychologist Jean Twenge), digital natives (from the English - digital natives), "zetas" and "zoomers".
"Generation Alpha" is one of the variants of designation of the generation following the "centenials". The term was coined by Australian scientist Mark McCrindl. By his definition, "alpha" is children born after 2010.
Psychologists and marketers talk about "zetas" quite often, but what exactly the next generation of children are is really not known. Why?
- The Zetas are almost formed morally and psychologically - they can be studied in terms of behavior and habits. But the alpha kids are no more than ten years old now. Therefore, it is possible to talk about their character traits only in a generalized form.
- "Alphas" do not yet have a generally accepted definition: the version proposed by McCrindl is not yet settled.
- It is not clear who counts as "zetas" and "alphas": according to various researchers, generations are measured in intervals of 5-10 years or 15-20 years.
- The most famous and widely used generational theory of William Strauss and Neil Howe was developed from the generational cycles of Anglo-American history. Therefore, it is necessary to transfer its realities to other states with amendments: for example, it is probably necessary to shift the time boundaries and change the distinctive features.
- In principle, there are no rigid boundaries separating one generation from another, the above-mentioned researchers note in their book "The Fourth Transformation".
- Demographic factors and individual personality characteristics are usually not considered in the analysis.
And yet, there are key phenomena in the world that affect all people and make it possible to trace common features across generations.
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Who are the Centennials?
Sociologists devote research to them, the media interviews them. They are talked about at scientific and practical conferences, marketers and HR departments of companies are fighting for their attention.
Attitude towards technology and communication
These are people who cannot imagine themselves without the Internet, smartphones and social networks. They are homebodies, spend a lot of time under the supervision of their parents and are in no hurry to move out of them, meet less with friends and go on dates less often.
Attitude to your health
"Zoomers" pay more attention to health, are less inclined to smoking and drinking alcohol. Nearly two-thirds of teens and young adults use mobile health apps, according to a study by Hope Lab and the Well Being Trust.
Consumption of information
And although it is believed that modern teens are multitasking and can, for example, listen to music, browse Instagram and do homework at the same time, this is not entirely true: as a result, attention is scattered, and information is much more difficult to digest. In addition, memorization and memorization are not their priority, because all the information is on the Internet. The skills of its search and verification come to the fore.
Attitude to study and work
Now that there are helpful online courses, it isn't always clear to opt for a traditional college. But at the same time, modern youth is focused on gaining really useful knowledge and a successful career, which, by the way, is not always associated with the office, because working remotely is more comfortable, given the individualism and heightened sense of justice inherent in today's youth.
Despite the external infantilism, representatives of the “zetas” try to think about a career earlier: it is very important for them to find an opportunity for self-realization. They just find it more difficult to become independent and choose the path in an ever-changing world.
In addition, they are more demanding when choosing a future company. Among the priorities of the "buzzers" is their own business, which they sometimes start building at school using social networks. At the same time, they do not have idols, because now on YouTube every teenager can become famous if he creates interesting content.
Psychology and fears
Among their main fears, according to Doctor of Psychology Timofey Nestik, environmental challenges come first, followed by corruption, and economic problems are at the bottom of the list.
In addition, adolescents are very sensitive to the issue of security and are poorly adapted to uncertainty. The fact that they grow in times of financial crises, terrorism, shootings in schools and colossal advances in technology has played a role here.
They are more likely to suffer from anxiety and depression, which is largely provoked by a large amount of time spent on the Internet. Psychologist Jean Twenge has identified the relationship between smartphone use and mood. In addition, the fact of the negative effect of bright light from screens on falling asleep is known - as a result, the younger generation often suffers from insomnia and generally does not sleep well. Interestingly, even adolescents themselves are aware of their addiction: 60% of Pew respondents aged 13-17 indicated that they spend too much time with their phone in their hands, with nine out of ten teens citing this as a serious problem.
Attitude to faith
There is contradictory information about the attitude of young people to the issue of faith. For example, Gene Twenge, in his book Generation I: Why the Internet Generation is Growing Less Rebellious, More Tolerant, Less Happy - and Completely Unprepared for Life, argues that in 2016, one in three young people in the United States aged 18 to 24 are not believed in God. At the same time, Russian researchers cite different data.
What else?
At the same time, many sociologists agree that the younger generation is much more tolerant than their predecessors, behaves more consciously in relationships and approaches the institution of marriage with caution. In addition, they are rational in financial matters, do not seek to get behind the wheel, are well versed in fashion trends, and are also active consumers of “smart” goods that make life easier.
Who are alpha kids?
Children of the new generation begin to step on the heels of the centennials, on whom scientists are paying less attention so far than on their predecessors. And in vain: despite their young age, "alphas" are already quite actively influencing their parents and the world around them.
These are people who were born after about 2010: the aforementioned researcher Mark McCrindle suggested calling them generation "alpha". Why? It's simple: the Latin alphabet is over, in science, in this case, it is customary to switch to the Greek. It also has a certain symbolic implication: a new alphabet, a new letter, a new beginning. The scientist gives them another definition - “glass generation”.
More than 2.5 million alpha babies are born worldwide every week
When the last representatives of the generation are born (approximately in 2025), there will be almost 2 billion of them. What can we expect from them? Only general assumptions can be made, but it is already clear that the impact of technology on their lives will be colossal. They will grow by interacting with artificial intelligence, robots, and smart toys.
Social networks will play a great role in their formation
For the zetas, Facebook or Snapchat is a tool, for the alphas it's a way of life. Growing up children will have a digital footprint before they even know what that term is. They already have Instagram accounts led by their parents. Alpha kids' YouTube channels are being launched that have a big impact on their peers. At the same time, children are already concerned about the excessive documentation of their lives by their parents on the Internet, and not without reason: here issues of reputation and cybersecurity come to the fore. According to The Guardian, the new generation is characterized by the ability to detect fake news and a more conscious and rational use of time spent on the Internet.
Because they are more likely to be the only children in their families, the alpha generation is more likely to grow up selfish and expecting to get things done instantly. They actively influence parents in purchasing things, and also have enough pocket money to make independent purchases, which is already becoming a subject for thought among marketers.
Generation alpha is the most financially secure, technologically savvy and educated today.
They will need interactive, personalized programs and teaching methods because both education itself and people's perception of information will change. Based on global trends, a large percentage of children will switch to online education. Even earlier than the "buzzers", they will form clear messages about what to strive for: this is science, technology. Cranfield University professor Joe Nellis notes that the alpha generation will take on jobs that don't yet exist.
Their life expectancy will rise
They will monitor health even more, worry about global problems and issues related to the environment. In addition, "alphas" are already actively interested in the issues of space flights.
Who's next?
Mark McCrindle is expecting to replace the "alpha" children of generations Beta and Gamma, but so far no one dares to look so far. Despite the fact that the theory of generations is subjected to periodic criticism, and there is no clear framework in this issue, the models are actively used by futurologists, sociologists, advertising specialists, HR managers, and even ordinary parents to get an idea of young people, identify common features, and also for general forecasts and analysis of future changes. And very soon we will be watching them in real time.
Artificial division?
Despite the fact that generational models are actively used in futurology and sociology, in business and parenting, all such theories are periodically criticized.
She is echoed by the psychologist of St. Louis University Court Rudolph: “When you start to study generational differences, you just do not find any scientific evidence that they exist. This whole story about generations is complete nonsense."
This, of course, does not mean that there is no need to pay attention to the distinctive features of, for example, grandparents and their grandchildren, but one must approach the theories of generations carefully. As experts say, this is nothing more than a horoscope. It can be fun, provide guidance, or food for thought, but this information should not be taken too seriously.
Author: Anastasia Andreeva
