As agencies are still finding their feet with Gen Z’s unique contributions, it’s time to gear up for the next big wave—Gen Alpha. Born between 2010 and 2024, this group is beginning to enter the workforce, starting with work experience and internship roles. As the most digitally native generation yet, they bring a fresh set of expectations, values, and working styles that agencies will need to adapt to. For agencies like Richmond & Towers, which is 100% employee-owned and B-Corp, it’s an exciting but challenging opportunity to learn, grow, exchange and evolve with this new wave of talent.
Digital Fluency Like Never Before
Gen Alpha is immersed in technology in ways even millennials and Gen Z weren’t. From a young age, they’ve been using smartphones, AI, and digital platforms, meaning that this generation will be the most tech-savvy yet. UK-based data from Tech London Advocates reveals that Gen Alpha’s fluency in technology will be crucial as they enter tech-driven environments.
For agencies, this means embracing new tools and platforms to meet Gen Alpha’s expectations. Whether through AI-powered creative tools (I have another article on this for you here), automation, or collaborative digital workspaces – investing in the right technology will help agencies adapt.
Values-Driven Culture
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Gen Alpha is expected to be even more value-driven than their Gen Z predecessors, with sustainability and social justice being top priorities. A Deloitte UK study highlights that younger generations in the UK are increasingly conscious of ethical and sustainable practices, and this will likely drive their decisions on where to work and which brands to support.
Agencies that have already built their foundations on ethical practices—whether through B-Corp and Employee-Owned certifications or strong commitments to social responsibility—are in a prime position to attract this new wave of talent. Mental health and well-being training will also be key, as Gen Alpha will expect a work environment that supports work-life balance.
New Ways of Learning
Gen Alpha’s education has been largely shaped by technology, with many exposed to interactive and fast-paced digital learning environments. A report from the British Educational Suppliers Association suggests that UK students are increasingly engaged with tech-driven education platforms, and this will influence their expectations when it comes to workplace learning.
Agencies should be prepared to provide dynamic, interactive training opportunities – and staying up to date is just the beginning. Whether it’s self-paced learning modules or collaborative, project-based experiences, Gen Alpha will thrive in environments where they can take charge of their own learning. We’ve found that introducing digital tools into our onboarding and training processes here at Richmond & Towers has benefitted both new joiners and existing team members, keeping everyone engaged and up to speed.
Workplace Communication: More Casual, More Digital
Image source: R&T
When it comes to communication, Gen Alpha is likely to favour informal, digital-first methods. Raised in an era of instant messaging, TikTok, and memes, they’ll bring a more casual style to workplace interactions. According to a Pew Research report, younger generations are increasingly blending personal and professional communication styles, something agencies might consider.
We’ve already seen the benefits of adopting more flexible communication methods within our agency, using tools like Teams and other digital platforms (as an early Gen-Zedder with strong millennial tendencies, I personally LOVE Trello) to keep things quick, transparent, and informal. It creates an agile and responsive environment that aligns well with how Gen Alpha is likely to operate.
Preparing for the New Wave
The arrival of Gen Alpha is an opportunity for agencies to rethink how they work, communicate, and support their teams.
While we’re still getting to grips with the impact of Gen Z, Gen Alpha promises to bring even more transformation. By being flexible, values-driven, and tech-forward, agencies can ensure they’re ready for this next wave of talent—and the fresh perspectives they’ll bring.
