Gen Beta: A New Era Begins with a New Generation of Consumers

We have named them Alpha and Beta, not only to designate new generations but also to emphasize that they are Earthlings whose existence will shape a completely new, different world. This is how they explained the naming of new consumer generations at McCrindle, a consulting company that deals with demographic and social trends, while also announcing the latest among them, Generation Beta, whose first representative will be born on the first day of 2025. After Alphas, born between 2010 and 2024, Betas are the second generation named after the Greek alphabet. Their world will be shaped by technological advancement, climate change, and life in smaller family units, and which historical event will define them remains to be seen. Previous generations, said sociology professor Kate Choi from Western University to the CBC portal, mostly arrived after significant global events.

For example, the Silent Generation was born during World War II, and the oldest Millennials just before the turn of the millennium. Individuals born or who spent their childhood during such events share similar experiences, have similar reactions to events, and have the opportunity to shape values and attitudes in similar ways. Thus, it is more about cohorts, individuals with similar characteristics, rather than consumers who merely share the same number of years. Given that we live in exciting times and it is indeed difficult to predict which of the current global events and conflicts, God forbid, will flare up, and which will quiet down, it is still unknown what will be the turning point for Betas, although many are already betting that artificial intelligence will shape their reality more than any previous generation, even more than their predecessors, the little Alphas.

Everyday Life with AI

In the same way that Alphas, as well as representatives of Generation Z, were practically born digitally literate, so too will Betas find artificial intelligence to be something that is taken for granted; a world without it will be unknown to them. While Alphas will elevate that technology to a higher level, for Betas, it will already be integrated into their daily lives, from work, household, to the education system. As they say at McCrindle, the boundary between the digital and physical world will be almost erased, and it is likely that they will witness the automation of transport, be equipped with devices that monitor their health (wearables), and experience ‘life’ in the metasphere.

Their formative years will undoubtedly be marked by personalized AI technology, meaning algorithms will shape how they learn, shop, and socialize. However, of course, this is just part of what artificial intelligence can bring because, as many experts agree, this area is still the wild west, and mechanisms have not yet been established that could protect us from turning it against ourselves, our own, and, some dare to say, global security.

A generation whose many members will witness the beginning of the 22nd century are the children of younger Millennials and older representatives of Generation Z, and due to their parents’ experiences, they will have a different relationship with social platforms. As Choi told CBC, their parents have practically used networking platforms their entire lives, so they understand the advantages and disadvantages, and it is likely that they, as well as younger Alphas, will have their usage limited (or their parents will strive for that). More precisely, McCrindle’s research showed that 36 percent of Generation Z parents and 30 percent of Millennials intend to reduce the time their children spend in front of screens of all kinds.

Only Children in a Climate Crisis

When it comes to parenting and families, it seems that among Betas (compared to other generations), there will be the highest number of only children, and many of them will not even have cousins. Additionally, their parents will be older, as there is already a trend of later family formation because Millennials and Generation Z want to achieve not only some emotional maturity but also financial stability. While it can be assumed that mature parents will be able to provide their children with stable upbringings, the downside is that Betas will have to take care of their aging parents earlier than any previous generation. Besides caring for their parents, the generation born from 2025 will also be concerned about the climate crisis.

Climate change will directly impact the lives of current generations, especially Alphas, but experts hope that Betas will do their utmost to stop or at least mitigate them. Demographic and sociological trends support this thesis because, as CBC noted, it seems that these smaller families will build smaller houses, and with the help of technology, do more work from home, which will lead to less travel, and these factors will ultimately contribute to reducing carbon dioxide emissions. Experts from McCrindle agree with CBC, stating that due to the mess we have left them, Betas will live a life where sustainability is a necessity, not an optional choice or a marketing trick.

Networked Individuals

Furthermore, they predict that the way these individuals network and socialize will be different than before. Born into a world of ubiquitous technology, friendships, education, and careers will be built through digital interaction. The digital world is already the default norm; few live exclusively offline, but with Alphas and Betas, this relationship with the virtual will be elevated to a higher level. However, despite living in a kind of paradox – on one hand, in the offline world, extremely protected by parents, and on the other, exposed to all the dangers of the virtual – Betas are expected to be more resourceful.

Due to the experiences of previous generations, they will shape their digital identity (unless uncontrolled artificial intelligence messes up their accounts) in a more controlled, wiser way. This will help them develop a strong sense of individuality; authenticity will be important to them in all environments, both virtual and terrestrial. McCrindle predicts (or hopes, it remains to be seen) that Betas will achieve a balance between hyper-connectivity and individualism: redefining belonging, that is, merging personal, individual relationships with global digital communities.

As McCrindle concludes, Generation Beta heralds the beginning of a new era.

– These are children who will grow up in a world shaped by technological breakthroughs, evolving social norms, and an increasing focus on sustainability and globalization. Understanding their needs, values, and preferences will be crucial – experts on generations from McCrindle have stated.