As Gen Z graduates into adulthood, a brand new generation is stepping into the spotlight: Generation Alpha—the youngest generation growing up in constant connectivity.
That might sound like engaging with this generation comes easy, but that just might not be the case. Why? Let’s explore.
According to experts on a recent Keystone Education Group webinar featuring Dr. Jordi Robert-Ribes (CEO and Founder of EDUopinions) and Carrie Phillips (Chief Communications & Marketing Officer at the University of Arkansas at Little Rock), Gen Alpha is often described as "Gen Z on steroids."
Generation Alpha is the youngest generation, born (or soon to be born) between 2010 and 2025. Like every generation, they have their own defining traits, but what really sets them apart is growing up in a world where the internet, smartphones, and social media have always been part of their everyday life.
Constant connectivity isn’t new to them — it’s their normal. And with projections suggesting their numbers could reach 2 billion, Gen Alpha is on track of becoming the largest generation in history.
Gen Z students have already reshaped expectations around support and communication. Now, Gen Alpha is beginning to enter the picture, and the pace of change is only accelerating.
"This new generation is growing up with advanced media literacy and a strong sense of skepticism. “They have these extra glasses that read beyond the official messaging and read what’s behind that”
- Jordi Robert-Ribes
They're not just consuming content, they're decoding it. The shift in trust is real and measurable. That trust isn’t built through polished messaging or banners. It’s built through independent, unfiltered voices, especially peer reviews. Jordi added: “It’s independence that generates trust.”
Today’s students and even more so - tomorrow’s - are relying heavily on peer recommendations, with Gen Z already trusting online student reviews as much as a friend’s advice.
Gen Alpha will likely take this even further, valuing authentic voices over traditional marketing. As Jordi emphasizes, institutions must embrace third-party platforms where students speak candidly, even if that includes the occasional negative review. Handled transparently, criticism can build credibility rather than diminish it.
“Don’t try to erase it... Normally, even if they’re negative, there’s value in that review,” Jordi notes.
Gen Alpha doesn’t want to be marketed to; they want real stories from people like them in spaces they already trust.
"Students are on Reddit. They’re on these places telling us what they’re thinking... We’re doing ourselves a disservice if we’re not paying attention."
- Carrie Phillips
Institutions that listen and make room for honest student voices will gain trust and influence. “Do the right things with your students, and the students will do the right things for you by talking to other students,” adds Jordi. And while rankings still matter to some extent, most students care more about the overall experience, outcomes, and alignment with their values than minor shifts in numerical rank.
Universities need to recognize that polished marketing materials and glossy brochures won't resonate with Gen Alpha. Instead, they should:
As Dr. Robert-Ribes put it: "Let the students attract other students. Let them know what resonates with their peers. Let's use those student voices to attract students."
As digital natives, Gen Alpha expects seamless technology experiences. Phillips emphasized the importance of integrated systems: "If a student has to tell us three different times in three different systems what major they're interested in, we're going to lose those students."
Universities should focus on:
Millennial parents are also digital natives and will be deeply involved in college decisions. According to Phillips, universities should expect "more active parents" and plan accordingly by:
Gen Alpha places higher importance on feeling welcome and safe. This extends beyond physical safety to emotional and cultural belonging. For international recruitment, Phillips emphasized the importance of "small details that make a big impact," such as:
One of the most compelling innovations came from Carrie Phillips, who described embedding a social worker in every academic college at UA Little Rock.
“A business student’s need may look very different than an engineering student’s needs. You don’t have to make that journey by yourself across campus... That faculty member is there to tell you, ‘Let me take you right down the hall.”
"A business student’s need may look very different than an engineering student’s needs. You don’t have to make that journey by yourself across campus... That faculty member is there to tell you, ‘Let me take you right down the hall.” - Carrie Phillips
This proactive model of care addresses the reality that mental health cannot be treated as separate from academic success.
According to the webinar panel, 57% of students say it's very important that the institution they attend aligns with their philosophical and political views. Generation Alpha will be looking for universities that allow them to express their values.
Generation Alpha represents both challenges and opportunities for higher education. Their digital fluency, desire for authenticity, and evolving expectations will require institutions to adapt recruitment strategies, campus experiences, and communication approaches.
Phillips summed up the key to connecting with this emerging generation: "Find ways to broaden the conversation. Find a breadth of opportunities that students can find to be themselves, and those leadership moments start to flourish."
By recognizing what makes Gen Alpha distinct and adjusting strategies accordingly, universities can successfully attract, engage, and retain this next wave of students.
Hear more insights and watch the webinar on demand: