Sustainable development of cities and trends on international markets. The context of the Zalpha generation.

<b> Background and purpose of the research:</b> 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. <b>Design/methodology/approach</b>: 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). <b>Results:</b> 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. <b>Added value and limitations</b>: 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.