Representatives of Generation Alpha cite "becoming rich" as their primary goal—37% of children said so. This data was presented on October 23 by Natalia Lokteva, a member of the State Council Commission on Family, at the Expert Institute for Social Research's roundtable discussion "Russia's Demographic Policy: From State Strategy to a Family Future."
The term "alpha kids" was first coined by Australian demographer and researcher Mark McCrindle. According to McCrindle, alphas are people born between 2010 and 2024. They will replace the Zoomers (born between the mid-1990s and 2010).
The survey was conducted by the Dialogue Internet Communications Competence Center from October 2–8, 2025, among children aged 8–12 and their parents. The sample included 300 respondents. The study utilized the River Sampling method (respondents are recruited in real time from among internet users through advertisements on social media, industry websites, and other sites inviting them to participate in a specific survey).
Lokteva recalled Decree No. 809 on traditional spiritual and moral values, one of which is the priority of "the spiritual over the material." According to her, the children of the "alpha" generation are currently "looking the other way."
The survey also revealed that family is the primary value for Generation Alpha (44% of respondents), Lokteva reported. "I can imagine that this could be a socially acceptable answer, as we tend to respond to what is expected of us," she added.
Family is a key value in Russia, according to a telephone survey conducted by the VTsIOM analytical center in late December 2024 among 1,600 Russian adults. Sixty-seven percent of respondents stated this. For the majority of respondents, creating a new social unit is not just a crucial value, but a life goal (87%), according to the survey results.