Background and purpose of the research: Focusing on the key role of digitalization and technological change, I analyze how contemporary trends in technology, consumer behavior, and global economic patterns can shape urban development strategies, especially taking into account the needs of the young generation. Design/methodology/approach: In my discussion, I address the issue of the Zalpha generation, which is becoming a new observer and participant in economic and cultural changes in cities. I use the method of systematic literature review (SLP). Results: Changes taking place within enterprises do not remain indifferent to the development of cities. The depopulation observed for years is associated with specific development cycles, for which a significant factor is jobs and offers tailored to future employees. Added value and limitations: The article is a review, and the selected sources do not exhaust the topic related to the proposed observations. The information provided can serve as a starting point for further research into this developing topic.