With the dawn of a new year on 1 January 2025, we welcome the start of Generation Beta. Spanning from 2025 to 2039, this cohort is poised to define the future, bringing fresh cultural, social, and technological shifts that will shape our world.
Generation Beta is the seventh named generation, following a naming tradition that began in 1901 with the Greatest Generation. These generational labels serve as a lens to examine how distinct age groups share and respond to their cultural and historical environments.
How Generations Shape Society
Generations are shaped by the events, technologies, and societal transformations of their time. These shared experiences influence their values, behaviours, and interactions with the world. Businesses, governments, and researchers analyse these patterns to better understand societal trends and predict future changes.
Heather Dretsch, Assistant Professor of Marketing at North Carolina State University, highlighted the growing importance of generational insights. “It’s become critical for businesses to adapt to these shifting consumer behaviours,” Dretsch told Good Morning America, emphasising that understanding generational trends helps brands connect with diverse audiences.
A Brief History of Generations
Below is a look at key generational cohorts from 1901 onward, including the newly christened Generation Beta:
Generation Beta (2025–2039)
As the first generation of the mid-21st century, Gen Beta will grow up in an era of unparalleled technological integration and global interconnectedness. Futurist Mark McCrindle predicts that this generation will be defined by its curiosity, inclusivity, and adaptability in navigating a rapidly changing world.
Generation Alpha (2010–2024)
Coined by McCrindle, Generation Alpha refers to those born between 2010 and 2024. They are predominantly children of millennials and are immersed in a digital-first environment. Expected to surpass 2 billion globally, Gen Alpha is projected to become the largest generation in history, characterised by strong family bonds and an affinity for technology.
Generation Z (1997–2009)
Gen Z experienced the transformative rise of smartphones, social media, and the internet. Growing up during the COVID-19 pandemic, they developed a pragmatic approach to life, prioritising financial stability and mental health. Their meme-driven culture continues to influence digital communication and social trends.
Millennials or Gen Y (1981–1996)
Millennials, now in their late 20s to early 40s, are known for their optimism and commitment to self-improvement. They’ve reshaped parenting norms, emphasising individuality and inclusivity for their children. As digital pioneers, millennials also laid the groundwork for today’s online culture.
Generation X (1965–1980)
Often called the “Latchkey Generation,” Gen X grew up in a time of increasing divorce rates and dual-income households. This cohort’s resilience and independence have influenced their parenting style, leading to the emergence of “helicopter parenting.”
Baby Boomers (1946–1964)
Born during the post-World War II population boom, this generation enjoyed economic prosperity and stability. They’ve been pivotal in shaping modern business and politics but face health challenges as they age.
The Silent Generation (1928–1945)
Defined by their conformity and civic-mindedness, the Silent Generation grew up during the Great Depression and World War II. Their values were shaped by a need for stability and order in uncertain times.
The Greatest Generation (1901–1927)
Coined by journalist Tom Brokaw, this generation faced the Great Depression and World War II with resilience and sacrifice. They’ve left a lasting legacy of strength and determination.
The Implications of Gen Beta
Generation Beta represents a fresh slate in a world increasingly defined by artificial intelligence, climate change, and evolving social norms. As businesses, educators, and policymakers look ahead, understanding Gen Beta’s unique characteristics will be crucial for fostering innovation and inclusivity.
The convergence of tech and brands 