Generation Alpha: the world through the eyes of «iPad kids»

Generation Alpha, born after 2010, — is not just another demographic. These are the first true digital aborigines whose lives from the earliest days are inextricably linked to technology. Their name, proposed by sociologist Mark McCrindle in 2008, symbolizes the new beginning of the — first letter of the Greek alphabet, ushering in a new era after generations X, Y, and Z. These are children who have never seen a world without the Internet, smartphones and voice assistants.

The term originated because most children of this generation from the youngest age interact with touch screens, including tablets and smartphones. For them, these are not just devices, but a natural way of learning about the world. They grow up in an environment where cartoons, games and educational programs are available with one touch.

The digital world for Alpha's generation is inextricably linked to the TikTok era, which has become one of the most influential platforms of their childhood. TikTok — is not only a source of entertainment, it is a cultural tool that shapes their views, language and way of interaction. Here they find educational materials, news, music trends and memes. TikTok is a powerful trend generator. Challenges, dances, viral sounds spread quickly among young people, forming common interests and a sense of belonging to a certain online culture. Participation in trends becomes a way of self-expression and socialization.

This platform works on the principle of short, dynamic videos, which corresponds to their visual thinking and clip consciousness. A rapidly spreading trend becomes part of their identity. TikTok algorithms are personalized, which on the one hand allows children to find content they are interested in, but on the other — leads to the creation of information bubbles and the limitation of their horizons. TikTok also affects the communication language of the Alpha generation. New memes, cuts and slang expressions are emerging and are spreading rapidly across the platform and becoming part of their everyday communication.

To work with the Alpha generation, you need to understand that these are not just children, but future consumers, workers and leaders. Their interaction with the world is different from all previous generations, and the key principles of successful communication with them lie in the plane of flexibility and modernity.

First of all, you should forget about the principle of the order and proceed to cooperation. Generation Alpha values equality because they grew up in families where parents often communicate with them on an equal footing. Direct orders can therefore cause resistance. It will be much more effective to explain the causes and consequences of actions, to propose compromises and to involve them in decision-making. Instead of the phrase «Now turn off the tablet and go to dinner», it is better to say: «In 10 minutes we will have dinner. Let's finish your round and then we'll all sit down at the table together». This approach helps them to form their own responsibilities and teaches causation.

In addition, it is necessary to understand that for «iPad-kids» learning — is not dry text, but bright, dynamic gameplay. They are used to interactivity and instant feedback, so traditional teaching methods often turn out to be ineffective. For successful interaction, you need to use game methods (gamification), interactive whiteboards, educational applications and short videos. In the future, to interest Alpha representatives, employers will have to create dynamic, creative tasks and allow them to work in multitasking mode, which is natural for them. Their perception of the world is shaped by YouTube and TikTok, so they absorb information better through images, videos and animations, which requires the use of visual materials, infographics and intuitive, concise design.

It is important to maintain their independence. These children are self-confident and know what they want from a young age. They need space for self-realization and making their own decisions. Your task — is not to dictate, but to provide tools, support and help. Encourage their creativity and critical thinking, learn not just to perceive information, but to analyze it. Talk to them about their ideas, emotions and feelings. This approach will help them learn to recognize the emotions of others and control their own. Generation Alpha is raised in an era of global challenges, so they will value social responsibility and ethical values. When working with them, you need to remember that you are interacting with pioneers whose methods of perceiving the world are different from yours. Your task — is not to break them, but to help them unlock their potential in the world they create.