Digital and flexible: Generation Alpha is changing the job market

Today’s children are practically born with a smartphone in their hands. In a daily life increasingly shaped by digital technologies, the emerging Generation Alpha (born between 2010 and 2024), together with Generation Z (born between 1995 and 2009), which has already entered the workforce, is increasingly transforming the job market.

The enormous amount of time today’s youth spend online is a defining characteristic of Generation Z and, above all, Generation Alpha. This generation is characterized by a high level of digital affinity. They are sometimes referred to as “screenagers,” a portmanteau of the words “screen” and “teenager.” Researchers also refer to them as “digital natives,” since they were born into a digital world and have been exposed to modern technologies from an early age.

A study by the Institute for Statistical Research and Economic Analysis at the Higher School of Economics in Moscow shows that today, nearly all respondents in the 14-to-17 age group use the Internet at least occasionally. 97% of the study participants reported being active on social media. 97% of the households surveyed with children and teenagers own smartphones, and 58% have laptops. According to the study, 42% of the households surveyed own tablets. One-third of 3- to 6-year-olds receive their first smartphone while still in preschool. The survey shows that by the age of 12 to 14, 90% of adolescents already own a smartphone.

Online Education for Children

The Russian market for educational technology (EdTech) grew by 10% in the first quarter of 2026 to 39 billion rubles (392.9 million euros). Last year, the market volume totaled 154 billion rubles (1.5 billion euros), a 12% increase over the previous year, according to figures from the Russian market research firm Smart Ranking. The fastest-growing segment remains online education for children and adolescents, with a market share of 15.4 billion rubles (155.1 million euros) in the first quarter—a 21% increase compared to the same period last year.

Parents are investing in exam preparation for their children, digital homeschooling, and long-term online educational courses. Preparation for a single subject as part of the Unified State Exam costs an average of about 54,000 rubles (approx. 544 euros) per year, according to calculations by the private tutoring platform Repetitor.ru. In Russia, all 11th-grade students take this exam to qualify for higher education. Parents pay around 65,000 rubles (approx. 655 euros) per year for online or traditional group lessons. For example, a one-year course that teaches children the visual programming language Scratch and neural networks costs no less than 70,000 rubles (approx. 705 euros).

Cell Phone Ban in Schools

The intensive use of the internet by children and adolescents is the subject of lively debate worldwide. Critics point to addictive algorithms on social media platforms and content that undermines young users’ self-esteem. Furthermore, psychologists and education researchers have observed concentration problems and declining academic performance among younger generations and, in some studies, have linked these issues to heavy internet use.

Russia has been addressing this issue since September 1—the traditional start of the school year in the country—with a ban on cell phones in schools. Russian students are no longer allowed to use their cell phones during class hours. Exceptions include emergencies or situations where the lives or health of students or school staff are at risk. Schools can set their own rules for cell phone use during breaks. Cell phone bans in schools also exist in other countries, including France and Greece. In Bavaria, the use of smartphones and other personal digital devices is permitted only in certain cases.

Tomorrow’s Workers

While previous generations sought stable professional careers and gradually climbed the career ladder, members of Generation Alpha take a more pragmatic and daring approach. Alexander Medvedev, founder and CEO of the Enjoy Camp educational camp chain, explains: “For the Alpha generation, time is a resource. They learn to manage it efficiently by investing time in various projects, trying their hand at different fields, and experimenting with different work models.”

According to the expert, the young workers of tomorrow are reluctant to be forced into rigid employment arrangements and prefer to shape their own professional lives. In addition, they quickly pick up on trends and know how to take advantage of the opportunities offered by the Internet age. “Gen Z and Gen Alpha will play a decisive role in shaping the new digital professions and the demands placed on them in the future,” emphasizes Yevgeniya Schamis, founder of the RuGenerations Institute for Generational Research.

But this openness to the digital world also carries risks. Psychologists warn that young people’s so-called “side hustles”—jobs they take on alongside school—can quickly turn into a chase for likes and quick cash, where tight deadlines replace long-term development. Constant presence in the digital space can also lead to burnout.

Start Early

Whop, the online marketplace for content creators, found in a study that Gen Alpha today does not use their digital devices exclusively for entertainment, but also to earn their first money. According to the study, Gen Alpha sells vintage items, livestreams video games, creates viral short videos (clips), and writes paid posts on social media. The 2023 global Visa Youth Economy study found that 78% of Gen Alpha members have earned money at some point—43% of them using digital technologies. Another finding shows that 76% of the Generation Alpha members surveyed dream of starting their own business. 40% are convinced that artificial intelligence will be part of their future profession.

Sources: Forbes, HSE, EdTechs, Smart Ranking, Repetitor.ru (all RU), Visa (EN)

Source: German-Russian Chamber of Foreign Trade, “Digital and Flexible: Generation Alpha Is Changing the Labor Market,” September 11, 2026.

This article was prepared for the German-Russian Chamber of Foreign Trade.