Generation Beta Is Here: What It Means for Marketers and the Future
As we enter 2025, we welcome not just a new year but an entirely new generation—Generation Beta. While these newest members of our society are just beginning to take in the world around them, conversations about their future impact on culture, technology, and the economy are already underway. I had the opportunity to share my thoughts on this emerging generation in a feature story for Marketplace, and I want to dive deeper into what this means for businesses, brands, and leaders looking to stay ahead of the curve.
The Rise of Generation Beta
Generation Beta, the cohort born between approximately 2025 and 2039, follows Generation Alpha and will come of age in a world where artificial intelligence, virtual environments, environmental concerns, and (potentially!) space travel are woven into daily life. Their experience will be shaped by the rapidly evolving technological landscape, the values of their Millennial and Gen Z parents, and the global power dynamics they inherit.
While we don’t yet know what personal values Generation Beta will champion, we can make predictions based on the generations before them. Just as Gen Z has been shaped by the internet and social media but is now showing a heightened awareness of digital privacy and technology’s downsides, Generation Beta will likely bring its own nuanced approach to technology use, personal identity, and causes that matter most to them.
What This Means for Marketers and Brands
One of the biggest takeaways from my interview with Marketplace is that, while Generation Beta has no direct buying power yet (they’re only six weeks old, after all), their influence will eventually be undeniable. Their Millennial and Gen Z parents are already making purchasing decisions that will shape Beta’s earliest experiences. Understanding this parental influence is key for brands looking to connect with the families of the future.
Marketers must also recognize the evolving attitudes toward technology. Many Gen Z parents are anecdotally showing increased skepticism toward excessive screen time and digital overexposure. This means that brands catering to young families should think carefully about how they approach digital engagement.
Generations Are Clues, Not A Box
As many of you may know, I always emphasize that generations are clues and not a box. I view generations as helpful, research-based starting points for understanding trends and finding potential areas for connections, trust, influence, and bringing different groups closer together.
Looking Ahead: Will the Concept of Generations Evolve?
One of the most thought-provoking questions I raised in the Marketplace interview was whether generational labels themselves will hold up as the pace of technological change accelerates. If the pace of innovation continues to increase exponentially, will we still define generations by 15+ year birth spans, or will we need a new model to describe shifts in consumer behavior, workforce trends, and societal change?
For now, the emergence and naming of Generation Beta gives us a useful framework for studying change over time. But as AI, automation, and digital environments transform our world at an ever-increasing rate, we may need to rethink how we define birth cohorts in the decades to come.
Final Thoughts
We’re just at the starting line of understanding Generation Beta, but one thing is clear—now is the time for businesses, leaders, and researchers to start thinking about the future they will shepherd as trendsetters. By understanding parenting trends, technological environment, and economic forces shaping this generation, we can prepare for their needs and behaviors long before they enter the workforce or become primary consumers.
At our research firm, The Center for Generational Kinetics, we’ll be closely tracking the emergence of Generation Beta—along with our continued State of Gen Z annual research series—and sharing our discoveries along the way. If you want to stay ahead in understanding this new generation and what it means for your business, sign up for our newsletter here where you’ll receive our latest research, data, and actionable strategies.
Welcome to the era of Generation Beta. The future starts now.
Posted: February 14th, 2025
Categories: Generations | Inspiration | Keynote Speaking | Leadership | Trends | Workforce
Written by Jason Dorsey
Jason Dorsey is an acclaimed generations and behavioral researcher and speaker. He's received over 1,000 standing ovations for his unique keynote presentations. Jason has led over 120 research studies. Adweek calls him a "research guru." His mission is to deliver new insights and practical strategies that solve business challenges for leaders.
