Alphas: More Educated, Less Focused, Profoundly Challenged
They are part of the fourth-grade generation that stood out for their SIMCE results, and by 2035, they will represent 24% of the global workforce (McCrindle, 2024). Generation Alpha (2010-2024) was born alongside the first iPad and Instagram, growing up entirely immersed in touchscreens used as pacifiers, educational tools, and entertainment. In fact, 63% of them discovered sports first through video











