Generation Alpha are those children born between 2010 and 2025, that is the generation of individuals who will be starting to prepare to apply to college soon. These are mostly the children of Millennials or Generation Y and are expected to be the largest and most diverse generation in history.  We know that technology plays a significant role in the lives of Gen Alpha, shaping their experiences and behaviors. We also know they will confront unique circumstances, particularly social and political challenges, a potential reshape of migratory flows around the world and several societal challenges.

Ologie Inc, a branding and marketing agency in the U.S. focused on education, recently prepared a study on the parents of those members of Gen Alpha, exploring the implications for higher education marketers and institutions. Gen Alpha was named by restarting the alphabet after Gen Z—and because they’re also the first cohort to be born entirely in the 21st century and the third millennium.

The 2024 study, “Higher Ed’s Most Trusted Influencer: The Parents” shows how the Gen Alpha childhood was affected by the pandemic and their parents are divided on how much it affected their children. Most parents said that its effects weren’t long-lasting, and that their kids will still be college ready.

Most parents also said their children want to be doctors, engineers, police officers, teachers, professional athtletes… These are common choices and align with previous generations. However, when parents were asked what areas or subjects would be most important for their children to study in college, the two answers on top were Technology and Engineering, with the Humanities at the bottom.

With the accelerated advancement of generative AI, and by the time the oldest Alphas enter the workforce 10 years from now, the study questions if Engineering and Technology will still be safe bets. The reality is that such jobs may cease to exist and those careers for future-jobs may require further training beyond the bachelor’s degree.

Although most of these parents are Millennials, they’re also Gen X-ers, Gen Z-ers, and even Boomers. This means that there will be subtle differences across the generations in parenting styles, likely due to age differences and the parenting styles they grew up with themselves. The study  also shows that parents of Gen Alpha tend to give their children a voice and a vote in personal and family decisions—creating a sense of agency and collaboration. As a result, Alphas are emotionally closer to their parents than previous generations have been.

A majority of Gen Alpha kids spend at least 2 hours every day consuming content, and they do so mostly on a TV or smartphone. About a quarter of them spend over 4 hours daily using technology at home. However, outdoor activities, the arts, and sports aren’t far behind in terms of time spent by Gen Alphas. Despite all the immediate access to media and technology, the majority of 12- to 14-year-olds still go to their parents first when they want to know something.

This puts parents in a pivotal position as students look ahead to big college decisions. Although their opinions aren’t the be-all-end-all, these parents are going to become valuable recruiters on the front lines for higher education. In fact, the study shows that 56% of parents have already started talking to their children about college.

Because of the Gen Alphas vocal attitude, college campuses will have to be careful in not alienating differences in opinion, and campuses will need to evolve their own beliefs to engage and not dismiss this new generation.

Parents have always played an interesting role in the big college decision. They’ are deeply invested in where their kids start their lives as adults. For the parents of Gen Alpha, we know that their perceptions of higher education are formed by several factors that can tell us more. Consider their own education experiences and identities, what they learn from their research, and what they’ve heard from peers — not to mention hot buttons like the cost of higher education, the admissions scandals and loan forgiveness debates that regularly play out in the media.

The study and the survey carried out shows that parents have not totally lost faith in education—especially Millennials, who might still be struggling with their own college debt. The data proved that the majority of parents said that they value higher education and believe in its importance for their children’s success. However, they don’t all think it’s necessary, and most will ultimately let their child decide. This means it’s even more important for institutions to make a solid case for “why.” It’s clear that these parents aren’t strong-arming their children into attending college.