This article explores the emergence of Gen Beta, the next generation born between 2025 and 2039, and their anticipated characteristics. It highlights the increasing importance of generational research for businesses to understand evolving consumer behaviors and trends. The article also provides a brief overview of other notable generational groups, including Gen Alpha.
Gen Beta will be the seventh generation since generations started being named in 1901, with the Greatest Generation. Gen Beta will be the seventh generation since generations started being named in 1901, with the Greatest Generation.
The idea of generations also allows us to see how different age cohorts interact with their surroundings and how their common experiences contribute to changes in society over time.," Heather Dretsch, assistant professor of marketing at North Carolina State University, pointed to a surge in interest around generational research as companies race to understand how different generations interact with brands and the world.
As society increasingly embraces themes of change and acceptance, Gen Beta is expected to grow up in an environment that fosters curiosity and inclusivity.The term "Gen Alpha," coined by McCrindle, refers to those born from 2010 to around 2024. The oldest members are currently around 14 years old. They are primarily the children of millennials and are growing up in a highly digital, tech-driven world.
"So millennials embraced the world with optimism. They were all about taking care of themselves and making the world a better place," she said, noting that the cohort is also "very community-oriented." In the 1970s and 1980s, Gen Xers were often called the "Latchkey Generation" because many came home from school to empty houses, needing a key to let themselves in. This was due to rising divorce rates, increased maternal workforce participation, and limited childcare options.
Generations Gen Beta Gen Alpha Marketing Consumer Behavior
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