In our article, we refer to the interrelation between upbringing and education, within the context of an emerging paradigm of upbringing as a new construct. First we discuss upbringing in the digital era. Then, we state the main concerns involving this theme, which we label as key challenges for upbringing in the digital world. This is followed by the main challenges for upbringing in the digital era: an ecological (environmental) challenge, an intergenerational and intercultural challenge, the challenge of creating an educational continuum, and the challenge of upbringing digital citizens as informed adults, as well as possible ways of tackling these challenges. Finally, we suggest recommendations to policymakers, researchers and practitioners for each of the challenges and end with some conclusions on this theme.