What characterizes Generation Alpha?

For a few years now, a new term has often come up in discussions among parents, teachers, and digital experts: Generation Alpha. These are the children born from 2010 onwards, and they are growing up in a world where screens, social media, and voice assistants are the norm.

Why this enthusiasm? Because these children are already shaping the future: that of our consumption, our education, and our digital culture. In Switzerland, their reality is even more marked by linguistic and technological diversity. Understanding their habits, their way of learning, and their way of having fun thus becomes a key challenge for families, brands, and institutions.

Generation Alpha: a new relationship with childhood

Generation Alpha includes children born from 2010 onwards. In 2025, they will be between 0 and 15 years old. They are the very first to have never known a world without smartphones, Wi-Fi, or social networks.

What makes them unique in Switzerland

• Connected from the cradle: tablets, smart speakers, or YouTube Kids are part of their daily lives.

• Multi-screens, multi-formats: between TikTok, Netflix, or Play Suisse, their digital consumption is fluid, spontaneous… and constant.

• Digitalized learning: Swiss schools are increasingly integrating EdTech to satisfy their thirst for interaction and stimulation.

• Games and virtual socialization: Minecraft, Roblox, or Fortnite fill their free time – and often influence parents’ choices.

• Fragmented attention: parents have to juggle between screen limits and supportive educational guidance.

Swiss brands are already keeping a close eye on them

From smart toys to sustainable clothing, and multilingual children’s content, Swiss companies are already rethinking their offerings to appeal to – or support – this new generation. Because tomorrow, it will be these children who set the trends… and make the purchases.

Understanding Generation Alpha means anticipating the world of tomorrow

In short, Generation Alpha is not just a new buzzword. It’s a generation that shakes up the norms and forces everyone to adapt: schools, parents, businesses. In Switzerland, where cultural and technological diversity is a true ground for innovation, understanding them better is already gaining a head start.

Do you want to adjust your digital strategy or rethink your products to better resonate with this generation?

Our experts can assist you with a personalized audit of your campaigns.