Who is Generation Alpha? (And why should schools care?)

AMC is passionate about empowering schools to create excellent education, and in order to do this for the next generation, we believe school leaders and teachers need an understanding of that generation, dubbed ‘Gen. Alpha’.

Staying relevant is an often overlooked dimension in running any sort of business, but especially schools. It’s easy to lean back into – “This is how it’s always been done”, “It’s worked so far” or even the deadly “I loved it in my day so they will love it also” mentality, but it’s limiting, powerless and unimaginative. Worst of all, it’s irrelevant to what future consumers want.

I’m not suggesting that schools need to shed their heritage or traditions, but do their values resonate with those of the next generation?

Gen. Alpha, born between 2010 and 2024, (currently 11 years of age and younger) will be the biggest, wealthiest, most diverse generation to date. They will seek out brands that breathe transparent, responsible values, and will question why brands make profits. Similar to their Gen. Z neighbours (think Greta, Marcus Rashford, Soma Sara to name just three), Gen. Alpha will also be vocal campaigners and stand up for what they believe in. They will make purchase choices about brands accordingly.

Significantly to schools, they will also be the most educated. They will want to be specialists, they will go into deep thought, and they will study for longer, entering the job marketplace later than previous generations. So how does this affect how schools will deliver learning, and how the curriculums will need to be shaped?

This generation will move between jobs and careers with a fluidity and flexibility that suits their lifestyle. They will redress the work-life imbalance they will inherit.

By targeting lower age groups, brand leaders and educationalists can ensure that their offering remains relevant for tomorrow, not just for today. There is an opportunity to pioneer educational leadership that is the most in tune with Gen Alpha. Could this be your school?