Gen Alpha in 2035 - The world they’ll inherit and redesign

What will the world look like when Generation Alpha takes the wheel? While we can’t predict the future with certainty, we can sketch a compelling vision based on what we already know about this emerging generation. Raised in a hyperconnected, ethically aware, and tech-saturated world, Gen Alpha is poised to redefine leadership, work, and society itself.

Digital by default: tech as a second language

By the time Gen Alpha enters adulthood, society will be even more digital - and they’ll be more than ready. This is a generation that won’t just use AI, they’ll collaborate with it. Expect leaders who deploy emerging technologies not just for profit, but to solve real-world problems. Think VR-powered classrooms, AI-driven policymaking, and public services that operate with the speed and ease of a smartphone app.

And the interest is already there. Our research shows that in the UK, 56% of Gen Alpha boys and 44% of girls say they’re interested in coding. That number rises to 60% among 12- to 14-year-olds, compared to just 39% of 4- to 7-year-olds - a clear sign of growing engagement as they age.

Interest in AI is even stronger: 61% of boys and 51% of girls are curious about artificial intelligence, with 69% of 12- to 14-year-olds expressing interest (up from 44% in the youngest age group).

One example of how AI is already transforming early education is Buddy.ai, a voice-based learning app created by a father seeking better ways to teach his children English after relocating to the U.S. Designed for young learners, the app features a friendly AI tutor named Buddy who engages kids through storytelling, games, and interactive exercises aligned with the U.S. school curriculum. The platform is used both at home and in classrooms, offering a hybrid model that supports teachers while making learning fun and accessible. As founder Ivan Crewkov puts it, the future of education lies in collaboration between human educators and AI agents.

These aren’t just passive consumers of tech - they’re future builders, designers, and disruptors. Waiting weeks for a government form to be processed? Unthinkable. If the system doesn’t work, they’ll build a better one.

Work reimagined: purpose over presenteeism

The traditional 9-to-5 office job? That’s unlikely to be Gen Alpha’s dream. Flexibility, autonomy, and meaningful work will be non-negotiables. They’ll seek (or invent) careers that align with their passions and make a tangible impact. Work-life balance won’t be a perk - it’ll be the baseline.

And they’re not waiting to grow up to get started. Our research shows that 50% of Gen Alpha in the UK is already interested in entrepreneurship - a number that jumps to 70% among 12- to 14-year-olds. These are kidpreneurs in the making, growing up with the tools, platforms, and mindset to turn ideas into action.

Raised in an era of side hustles and digital creativity, many Alphas are already experimenting with YouTube channels, Etsy shops, or coding projects. It’s not far-fetched to imagine a wave of young founders and innovators reshaping the startup landscape with flatter hierarchies and shared leadership models.

Brands are also beginning to recognize Gen Alpha’s creative potential and desire for self-expression. Claire’s, the accessories brand, recently launched The Collab, a platform that invites young influencers to share their passions, ideas, and achievements with a global audience. According to Kristin Patrick, the company’s former EVP and CMO, the initiative is about giving Gen Alpha the spotlight and empowering them to shape the brand’s identity. It’s a clear signal that companies are moving beyond traditional marketing to co-create with the next generation of tastemakers.

Inclusive by instinct: leadership for all

Gen Alpha has grown up in diverse classrooms and media environments. For them, inclusion isn’t a goal - it’s a given. When they step into leadership roles, we can expect boardrooms and parliaments that reflect a broader spectrum of genders, ethnicities, and identities.

Their leadership will likely be values-driven, with climate action, equity, and social justice at the core. Not because it’s trendy, but because they believe it’s their responsibility to fix what previous generations left behind.

Brands are already beginning to reflect this mindset. Girlguiding, the UK’s leading charity for girls and young women, recently launched a campaign titled “Girls Break the Bias”. Created by an all-female team, the campaign challenges gender stereotypes—especially those reinforced by AI. In two short films, AI-generated images of stereotypical roles are contrasted with real-life Girlguides building fires, leading teams, and breaking norms. The message? “AI doesn’t always show what girls are capable of. But we do.”

The campaign was backed by research showing that 93% of girls notice gender stereotypes in daily life, and 51% have been told they can’t do something because they’re a girl. It’s a powerful reminder that inclusion isn’t just about representation - it’s about dismantling the systems and biases that limit potential.

Blended realities: the rise of phygital society

The line between physical and digital will blur even further. Gen Alpha will live in a world where the metaverse isn’t a novelty - it’s a normal part of daily life. From virtual town halls to immersive brand experiences, digital spaces will be just as important as physical ones.

But don’t mistake them for screen addicts. This generation is also learning about mental health, mindfulness, and the importance of real-world connection. Their future might include more tech - but also more empathy. Perhaps they’ll be the ones to finally balance the “always on” culture with a renewed appreciation for being offline.

Some brands are already helping them get there. Pinterest, for example, is piloting a new pop-up feature that encourages teens to close the app during school hours. The feature appears between 8 a.m. and 3 p.m. and nudges them to focus on the present moment. Pinterest is also backing this initiative with a $1 million donation to support healthy digital habits in schools - signaling a broader shift toward tech that supports wellbeing, not just engagement.

Meanwhile, OMO, Unilever’s laundry brand, is taking a more physical approach. In Istanbul, their “Play Is Outside” campaign transformed billboards into playgrounds - complete with slides, basketball hoops, and soccer goals. The message? Dirt is good, and so is outdoor play. In a world of digital isolation, these playful interventions invite kids (and adults) to reconnect with their communities and the joy of unstructured, offline fun.

As Gen Alpha grows up, they’ll expect more of this: technology that respects their time, supports their mental health, and helps them stay grounded in both the digital and physical worlds.

Looking ahead

Generation Alpha isn’t just growing up in a changing world - they’re preparing to change it themselves. Their values, habits, and expectations are already influencing how we think about leadership, technology, inclusion, and wellbeing. As they mature, their impact will only grow. The question is not whether they’ll shape the future - it’s how ready we are to meet them there.

As brands continue to adapt to this emerging demographic, it's crucial to understand and engage with these young consumers authentically. For more in-depth insights into Generation Alpha, be sure to check out our Meet Gen Alpha keynote story. And stay tuned for more updates & insights on how this generation is transforming the market landscape.