Generation alpha: prepare your digital for tomorrow's consumers

Generation alpha: prepare your digital for tomorrow's consumers

Generation alpha is already transforming the way Swiss companies must think about their . These children, born after 2010, are growing up in a 100% connected world, where interactivity, speed, and personalized experiences are no longer options but basic expectations. Here are the key points to understand and anticipate their needs:

• Increasing economic influence: In Switzerland, they influence family purchasing decisions, especially in technology and leisure sectors.
• High digital requirements: Simple, fast, and intuitive interfaces are essential. They also seek interactive and engaging content like or mini-games.
• Strong values: Transparency, sustainability, and socio-environmental impact are essential to gain their trust.
• Swiss context: Bilingualism (French-English) and local specificities must be integrated into any digital strategy.

For Swiss companies, adapting to these expectations now is essential. This involves not only integrating technologies like artificial intelligence or augmented reality but also complying with local legal standards, such as the new Federal Data Protection Act. Platforms must be secure, accessible, and designed to evolve with this generation.

Acting today is preparing for tomorrow. Generation alpha not only consumes but also participates, influences, and redefines the digital playing field.

What marketing and digital strategies to activate to attract young Generations (Z, Alpha...)

Digital expectations of generation alpha

Generation alpha, born into an ultra-connected world, has well-defined expectations for digital experiences. These young consumers seek seamless, fast, and tailored interactions. These requirements redefine the standards for digital platforms, in Switzerland and beyond.

Instantaneous and intuitive experiences

For generation alpha, simplicity and speed are paramount. They look for clean interfaces that allow intuitive navigation and immediate responses. In Switzerland, this translates into high expectations in sectors like mobile banking or public transportation, where reliability and efficiency are non-negotiable.

Interactive and engaging content

This generation doesn't just want to consume content, they want to participate. Live polls, interactive quizzes, mini-games, or like augmented reality are tools that capture their attention. This need for interaction goes hand in hand with a search for meaning and values, becoming a key factor in their brand choices.

Brands aligned with strong values

Youth from generation alpha don't settle for criteria like price or convenience. Inheriting values from their millennial parents, they prioritize authenticity and transparency in their interactions with brands.

"Generation Alpha consumers quickly spot lack of authenticity and reject brands that rely on symbolic gestures. Companies must not only display values of authenticity and transparency but also translate them into concrete actions. MISSTEPS DO NOT PASS!" – Alice Margiotta, TILTED ^[2]

Statistics confirm this shift: 70% of this generation prioritize customer experiences and socio-environmental causes over price ^[1]. They also consider sustainability crucial, with 95% attaching paramount importance to it ^[4], 75% showing sensitivity to climate change and diversity, and 60% actively engaging in these causes ^[3]. In , for example, transparency on sustainable practices becomes a crucial lever to build trust.

Well-being, another major priority, also influences their expectations: 79% consider physical and mental health fundamental ^[1]. They seek products and services that integrate these concerns, such as apps offering reminders to take breaks or educational content focused on mental health.

To attract this generation, Swiss companies must integrate these values from the outset in the design of their offerings. Authenticity and transparency are no longer options but essential conditions to establish a lasting trust relationship with these future consumers.

Creating digital platforms for generation alpha

To address the mentioned in the bilingual Swiss context, it is essential to adapt your . Design platforms that take into account the linguistic specificities and cultural sensitivities of generation alpha from the early stages of conception.

Bilingual UX/UI design principles

Creating a harmonious bilingual experience requires more than just translation. Information architecture must be designed to handle two languages, taking into account length variations and specific characters. For example, in French, umlauts or accents require adapted fonts, while German includes characters like the Eszett (ß). Allow flexible spaces for these differences.

Place highly visible language selectors, ideally in the header, with clear icons like flags or ISO codes. Visual elements should reflect local sensitivities. Colors, symbols, and images should align with the cultural references of each linguistic region. For example, including landscapes or characteristic life scenes from French-speaking and German-speaking Switzerland enhances user engagement.

For smooth navigation, ensure that language versions remain consistent. Use structured URLs like /fr/ and /de/ to simplify the user experience and optimize SEO. Essential hreflang tags must inform search engines of the available languages.

Accessibility and inclusive design

For generation alpha, inclusivity is a standard, not an option. Platforms must comply with WCAG 2.1 AA standards, ensuring equal access for all, including people with disabilities.

Responsive design must adapt to various interaction modes: touch, voice, and gesture. Color contrasts must respect a minimum ratio of 4.5:1 for standard text and 3:1 for large text, while remaining visually pleasing. Multimedia elements, ubiquitous for this generation, require detailed textual descriptions, automatic subtitles, and speech synthesis options.

Keyboard navigation should be intuitive, with clearly visible focus indicators. Offering customization options, such as font size settings or light and dark themes, caters to individual preferences. These adjustments are not only practical but also demonstrate attention to the varied needs of users.

Integrating interactive elements

Generation alpha seeks to interact, create, and share, not just consume content. Integrating interactive elements is essential to capture and maintain their attention.

Personalized quizzes and real-time surveys make the experience more engaging while providing useful data on user preferences. Adding points or badges systems can make the experience playful without being childish.

Technologies like augmented reality open up new possibilities. Imagine a fashion site offering a virtual fitting room or an educational platform offering interactive 3D models. These features, now accessible via modern browsers, eliminate the need for specific applications.

Collaborative tools, such as real-time comments or co-creation spaces, allow users to actively participate. Integrating social media APIs facilitates content sharing and expands the platform's reach.

Finally, dynamic content personalization, based on past interactions, can significantly enhance the user experience. Smart recommendations and tailored paths maintain interest and encourage further exploration of the platform. These interactive features perfectly meet the expectations of a generation accustomed to immersive and personalized digital experiences.

Using new technologies for generation alpha

Generation alpha is growing up in a world where emerging technologies are redefining digital interactions. To meet their expectations, it is essential to integrate these innovations while ensuring optimal security and the ability to evolve with their needs. These tools are part of a comprehensive strategy to remain competitive in the face of tomorrow's challenges.

Personalization through AI

Artificial intelligence profoundly changes how brands interact with their users. For generation alpha, accustomed from a young age to tailored experiences, personalization has become a necessity.

Intelligent recommendation systems analyze online behaviors, preferences, and past interactions to offer relevant content or services. This goes beyond simple product suggestions: the user interface can be adjusted, information hierarchy modified, or even communication tone adapted to each individual's profile.

Conversational chatbots offer instant and personalized customer support. Unlike traditional systems, these virtual assistants understand the context of requests, remember previous interactions, and adjust their communication style. In Switzerland, their ability to switch between French and German according to user preferences is a major asset.

Finally, predictive analysis anticipates user needs before they express them. By studying behaviors, platforms can offer content, services, or features that meet expectations. This proactive approach aligns perfectly with a generation that values efficiency and seamlessness in their online interactions.

Once personalized experiences are optimized, companies can enrich their offerings with immersive technologies like augmented and virtual reality.

Interactive AR/VR experiences

For generation alpha, augmented reality (AR) and virtual reality (VR) are not futuristic concepts but natural learning and exploration tools.

With augmented reality, accessible directly via a web browser, virtual elements can be integrated into the real world without requiring specific applications. Swiss companies can use this technology to create interactive catalogs, allowing customers to visualize products at home before purchase. This approach makes purchasing decisions more engaging and informed.

Immersive virtual environments offer new perspectives for education and training. Platforms can provide interactive simulations, or even 3D collaborative workshops. This type of experience perfectly matches the learning preferences of generation alpha, which favors active interaction over simple content consumption.

To integrate these technologies, it is advisable to start modestly, for example with 3D visualizations or AR filters on social media. This allows evaluating user engagement before investing in more elaborate experiences.

Secure and scalable platforms

After adopting interactive innovations, it is crucial to ensure a solid and reliable infrastructure. Platforms targeting generation alpha must be able to evolve rapidly while complying with strict data protection standards in Switzerland.

Modern frameworks allow the development of modular architectures, where each component can be updated independently. This simplifies maintenance and ensures quick integration of new features.

Compliance with Swiss regulations, including the new Federal Data Protection Act (nLPD) and the European GDPR, requires an approach based on the privacy by design principle. This includes data encryption, detailed consent mechanisms, and precise user control over their personal information.

A hybrid cloud infrastructure is ideal for managing traffic variations while respecting data sovereignty. This solution combines performance and security, meeting the expectations of a generation accustomed to almost instantaneous response times.

Continuous monitoring of performance and security is essential to prevent issues before they occur. Modern monitoring tools provide real-time visibility into the user experience, allowing adjustments and optimizations based on observed behaviors.

Swiss standards for digital platforms

Creating platforms tailored to generation alpha in Switzerland requires taking into account local specificities, whether cultural preferences or legal requirements. These adjustments ensure a in line with Swiss expectations.

Swiss localization requirements

Localization in Switzerland goes beyond simple translation. It also involves adapting formats, terminologies, and local references.

• Currency and formats: Use the Swiss franc (CHF) with the apostrophe as a thousand separator, for example CHF 1'250.50. Dates follow the format dd.mm.yyyy and time is expressed in 24-hour format, like 15.03.2025, 14:30.
• Linguistic specificities: In Swiss French (fr-CH), some terms differ from standard French. For example, "septante" and "nonante" are commonly used instead of "soixante-dix" and "quatre-vingt-dix" in several cantons.
• Cultural values: In Switzerland, precision, reliability, and discretion are highly valued qualities. Interfaces should reflect these values with clear design, precise information, and transparent processes. Even though generation alpha is more open to novelties, these expectations remain rooted in local culture.

Legal requirements and data protection

Beyond cultural adjustments, it is essential to comply with Swiss legislative frameworks, which play a central role in the design of digital platforms.

• Compliance with nLPD: The new Federal Data Protection Act (effective September 1, 2023) imposes principles like privacy by design and informed consent. Platforms must clearly and visually explain data usage, especially for young users of generation alpha.
• Data geolocation: Storing data in Switzerland is a major advantage. Although Switzerland is not part of the EU, it ensures equivalence with the GDPR, facilitating exchanges with European countries.
• Sanctions: Serious violations can result in fines of up to CHF 250,000.–. Beyond sanctions, compliance with regulations enhances user trust, a key element in retaining generation alpha.

To ensure lasting compliance, regular audits are essential. This includes documenting processes, training teams, and establishing protocols to manage incidents.

Finally, clearly explain the recommendation systems integrated into your platform. This can not only strengthen user trust but also anticipate future legislation on artificial intelligence and its applications.

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Solutions for generation alpha

EWM SA, based in Geneva since 2011, reinvents to meet the specific needs of generation alpha. The agency combines sharp technical expertise with a deep understanding of local and international markets. Here's how these strengths translate into tailored solutions.

Digital solutions tailored to Swiss companies

EWM SA designs scalable digital platforms centered on the user, tailored to meet the expectations of local and international brands. With offices in Switzerland and abroad, the agency masters linguistic and cultural subtleties, delivering projects that adapt to both local needs and an international audience. By default, its projects adopt a bilingual French-English approach.

The agency applies design thinking, a human-centered method, to create solutions that generate a positive return on investment while respecting the identity and goals of brands. This approach enables the creation of solutions perfectly aligned with the expectations of generation alpha.

Digital strategies for each sector

EWM SA customizes its solutions according to the specific needs of each industry sector, a key element to capture the attention of generation alpha in diverse contexts.

• Luxury: Creating high-end, multilingual, and conversion-optimized interfaces that combine aesthetics and performance.
• NGOs and international organizations: Developing engaging platforms that reflect the values of social impact, essential for this generation.
• Real estate and hospitality