PROFESSIONAL PARADIGM AND THE “SELF-CONCEPT” OF A CAREER CONSULTANT IN THE CONTEXT OF GENERATION ALPHA’S DEMANDS

Abstract

The article presents the results of a multidisciplinary study examining the transformation of the career consultant’s “self-concept” in response to the demands of Generation Alpha, against the backdrop of shifting consumption paradigms, the transition to a service-based economy, and global digitalization. The authors argue that the emergence of Generation Alpha, the rapid development of artificial intelligence, new consumption models, and the evolving architecture of the labor market are eroding traditional systems of professional motivation. Under these conditions, the role of the career consultant is transforming from a supplementary service into a critically important component of professional education and subsequent career development. The core problem lies in the mismatch between the traditional “self-concept” of the career consultant and the specific expectations of a new generation of clients, which necessitates a rethinking of professional identity and the development of new interaction models. The purpose of the article is to examine the tension between the capacity of the traditional paradigm of career counseling to adapt to the needs of Generation Alpha and the readiness of the consultant to transform their own “self-concept” in order to remain relevant. The object of the study is the professional paradigm and the “self-concept” of the career consultant in the context of interaction with representatives of Generation Alpha. The methodological framework is grounded in humanistic psychology and Career Development Theory. The study employs Interpretative Phenomenological Analysis (IPA) to explore the subjective experiences of 15 practicing career consultants. The sample was formed through purposive sampling, and data were collected via semi-structured in-depth interviews. The article briefly outlines the evolution of the career counseling profession in Ukraine, from directive vocational selection in the Soviet period to contemporary partnership-based counseling and coaching practices. The findings identify five key transformations: a shift from an expert role to a facilitative one; a reorientation from job selection to identity formation; the legitimization of multiple career trajectories; the adoption of dynamic digital interaction formats; and increased sensitivity to authenticity and emotional engagement. It is demonstrated that Generation Alpha perceives uncertainty as a norm and therefore requires a partner-navigator rather than a directive advisor. The results are integrated into the context of training specialists in Major 076 “Entrepreneurship and Trade”. The authors propose shifting the focus from selecting a specific position to developing meta-competencies, including entrepreneurial thinking, financial literacy, and adaptability in conditions of risk. The findings provide a foundation for the development of certification programs for career advisors and consultants.