Unpacking Gen Alpha: Key Insights from Havas People’s Latest Youth Research Report

What Gen Alpha Thinks About University, the Future, and Finding Their Path

As a content strategist and current consultant at Havas People, I have spent the last few months considering how we communicate with the next generation of workers, not just through channels and formats, but in ways that genuinely resonate with them. So when our strategy team released the latest instalment in our Youth Research series Gen Alpha: Unpacked, I had to share it.

The report aims to understand how early opinions are being formed by today's 12– to 14-year-olds and what universities need to do now to remain relevant in the years to come. It's packed with insight that's already helping us shape strategies and storytelling for our education clients, and I think it'll spark ideas for anyone working in youth marketing, HE, or employer branding.

Here's a high-level overview of what the team learned and why it matters.

They're 'Chronically Online' — But Craving Something Real

Gen Alpha may live on TikTok, YouTube and Snapchat, but they're not just passive consumers. They know time online is draining, yet it's also where they learn, socialise and get inspired. Their preference? Short-form, peer-led content.

"On social media, when it comes to anything I want to find out, the likelihood is I’ll put it in like the TikTok search bar instead of Google. I just find it easier."

Despite this, real-world advice still matters. Young people told our team they trust face-to-face chats with students far more than flashy ads or celebrity endorsements. And they're savvy, acutely aware of misinformation online.

Home is Where the Inspiration Is

Universities? Not really on the radar. Schools? Focused on GCSEs, not the future. But parents? That's where a surprising amount of influence sits.

Career goals often stem from conversations at home, even when those goals are vague or based on anecdotal insights. Teachers and school careers talks play a much smaller role than many in education might expect.

"School have never brought up any ideas for you to follow after… not once."

Havas People Gen Alpha Unpacked - June 2025

The Future is a Vibe (Not a Plan)

Hopeful, curious, and refreshingly optimistic — Gen Alpha's view of the future is more "open door" than "career roadmap." Enjoyment drives their subject choices. Dream jobs feel attainable because they're still unburdened by the barriers older students often face.

They aren't stressed about the big picture — yet. That's both a challenge and an opportunity.

University? Mysterious, Expected, and Not Fully Understood

Ask them about university and you'll get a shrug… or a vague sense that it's the "next step" to a good job. Few could describe what it's really like, and most didn't feel they'd had any valid input from school or online.

That's a huge brand gap.

But they are curious. And when prompted to imagine a TikTok-style university video, they didn't ask for trend-jacking, they asked for honesty. Student life. Subject options. Teachers. Real stuff.

So, What Should Universities Do?

Start now. Start real. And start in the places Gen Alpha already trusts.

This generation won't engage with overly polished marketing, they want relatable, human, student-first content. If we wait until Year 12, we will have already missed the moment.

📄 Explore the full Gen Alpha report here

Download the PDF →

If you'd like to discuss how you can leverage these insights, whether through strategy, research, or standout creative, let's chat 👉 Contact