Digital preservation in the spirit of the alpha generation

By: Trademagazin Date: 2025. 04. 14. 10:39

This Easter, many Hungarian settlements are providing excellent examples of how to keep folk traditions that are often hundreds of years old alive and pass them on to younger generations. The experiences of the smart communication network, which is also present in Hungary, show that those belonging to the Z and alpha generations can be surprisingly open to preserving traditions if the information and initiative arrive through a relevant ‒ i.e. digital ‒ channel, mostly via mobile phones.

Keeping the Easter tradition alive is not at all evident. A clear sign of this is the decreasing number of people who take part in the water sprinkling every year, but Easter as a holiday is more complex than that. The negative trend seems to contradict the fact that, as it turned out, a significant part of those under 30, i.e. the Z and alpha generations, would be happy to participate in related occasions and events ‒ if they even hear about them. Preserving traditions is therefore also a communication issue; younger people must be addressed through a channel through which the message can reach them, i.e. primarily via smartphones.

This has been recognized by many Hungarian settlements, where news of Easter-related events is now being delivered to the population using a mobile application, explained Erik Czinger, the Hungarian head of the company that operates a smart communication network called Munipolis, which is also popular among local governments. The events are different, but the only thing in common is that the progressive local governments are recruiting participants for each of them more efficiently than before.

In recent days, residents have been able to learn about Easter egg painting in Véménden, a border detour in Nyárlőrinc, an Easter ramazuri in Süttő, an Easter playhouse in Tápiószelé and Nagyvenyi, and a bunny DIY afternoon in Győrújfalu, to name just a few examples.

Of course, the settlements decided to use the system not only to keep Easter folk customs alive. The solution fundamentally changed the previously irregular, often disinterested communication between residents and the local government. Interest has grown not only in traditional events, but also in the affairs of the settlement in general. Since the platform allows for two-way communication, many locals who previously felt that decisions about the settlement were being made “over their heads” have become involved.