On the surface, Generation Alpha (Gen A) seem to have similar characteristics to Generation Z (Gen Z), however, its proving clear that their values, working styles and future will be different. Raising the question; how can you prepare to attract, recruit and retain this emerging generation? It all starts with understanding them.
Who is Generation A?
Gen A is the first generation to exist entirely in the 21st century, with individuals being born between 2010 and 2024. Currently this generation spans over two billion people, and by the end of 2025 will surpass the number of Baby Boomers, making them the largest generation to date.
According to Statista’s 2022 report ‘Generation Alpha, population of the United Kingdom’, this group contains 4.91% more males than females. The Annie E. Casey Foundation also reports Gen A is the first generation in which the white population represents a minority.
This tech-focused generation is predicted to be the most digitally empowered in history. Their screen-time and online presence will likely exceed prior generations, and while this exposure to technology has its benefits, it may also have drawbacks. Reduced attention span and difficulty with social interactions are just two possible struggles we may see.
Research from McGrindle states the data and information Gen A have access too, along with encouragement from Millennial and Gen X parents, will aid their education. It is predicted one in two Gen A’s will obtain a university degree: providing the majority of this generation with a level of formal education not seen before in history.
While the COVID-19 pandemic presented numerous challenges worldwide, it may have helped Gen A, forcing students to adapt to new educational models, such as remote learning. This has provided them with a unique, collaborative perspective on virtual gatherings.
Gen A is also set to surpass Gen Z’s environmental awareness, with 87% of 13-15 year olds believing it is up to their generation to stop climate change. Environmental concerns will likely be considered a top priority for them, and they will advocate for sustainable practices and solutions within the workplace.
Lastly, growing up in a more inclusive and diverse world, Gen A are expected to value and encourage greater inclusiveness and diversity throughout their careers.
Generation Z Vs Generation A
Despite the eldest of Gen A currently being only 14, researchers have begun to predict what will likely define them as they finish school and enter the workforce. Research conducted for ICAEW by Cibyl, highlights some interesting insights into this new generation, and the comparison to their predecessor, Gen Z. Explore the key differences for this emerging generation.
Teamwork, resilience, organisation, creativity, entrepreneurship, commercial awareness, and negotiation skills are all on the rise for Gen A. Whereas problem-solving, communication, attention to detail, leadership and self-drive are behaviours better seen in Gen Z. 11% of Gen A’s have also reported a great confidence in their tech ability, a 2% increase from current graduates. This shift in capabilities could help you to bridge current skills gaps.
While Gen Z has so far been considered a fairly tech-literate generation, we are starting to see where Gen A are utilising technology at a higher level. Now, two in five students are using TikTok for career research, and the platform has increased in usage to 43% among Gen A. While LinkedIn has been a go-to platform for Gen Z, we are seeing it decrease in usage, sitting at 26%. This suggests Gen A favour a more informal mode of communication, which offers fast-paced and easily consumed content. Whereas Gen Z seek a more professional channel for career-based content. The decrease in LinkedIn and increase in TikTok usage was almost synchronised during the two-year pandemic period.
Furthermore, McCrindle estimates 65% of Gen A’s will work in a role that does not yet exist. This is primarily due to industries expected to create new fields of work in advanced technology, such as nanotechnology or virtual reality. The future of finance is happening now. By investing in and developing Gen A’s technological skill set early in the pipeline, you can prepare your workforce to thrive in a new world. Workshops, mentoring and systems training can all aid these new starters when they begin to enter the workforce in the future.
The topic of education appears to be the largest differentiator between Gen Z and Gen A. Currently only 4% of older Gen A’s are nervous about their career prospects. A large mindset shift from Gen Z, who are hugely concerned with study and career stability. Research suggests that Gen A’s parents are influencing their decisions when it comes to higher education, with 56% pushing for their children to go to university.
Over recent years we saw Gen Z begin to favour apprenticeships, with interest jumping by 5%,while a desire to attend university dropped by almost 10%. Schools and early careers groups have begun to level out the information provided for both the university and apprenticeship routes. However, 55% of year 8 to year 13 students are still receiving university-based careers advice and study information, compared to 39% for apprenticeships. While year 8’s and 9’s are still in the decision phase, you can promote an apprenticeship and its benefits through a talent pipeline with local schools. Keep in mind that this focus on achieving a university degree might also affect application volumes or skill sets for apprenticeship roles.
We must also reflect on the economic circumstances and challenges Gen A will have faced, or will continue to face, in their lifetime. Events such as COVID-19 and the cost-of-living crisis will mould these young minds and influence soft skills, political opinions and even their adaptability - similarly to how the evolution of the internet, the recession and increased world security threats shaped Gen Z in their formative years.
Next steps
Like every generation that has come before, Gen A has its own set of strengths and weaknesses. Understanding where they will shine and potentially fall can help inform your preparation for recruitment. If you’re looking to engage with these future chartered accountants, explore how to build a talent pipeline.
If you’re looking to recruit top talent now, utilise our free to use trainee recruitment platform, ICAEW Training Vacancies, available exclusively to Authorised Training Employers. Benefit from tailored resources, such as top tips and how-to guides, as well as dedicated support from our team.