As the world entered 2025, the arrival of Generation Beta marked a new chapter in the generational timeline.
Defined as individuals born between 2025 and 2039, Generation Beta succeeds Generation Alpha and represents the seventh cohort since the term “generation” gained prominence in 1901, starting with the Greatest Generation.
Generations are shaped by shared cultural, social, and historical experiences, with significant events, technological advancements, and societal transformations influencing their values and behaviours. Each generational shift reflects evolving priorities and lifestyles that often redefine societal norms.
Heather Dretsch, an assistant professor of marketing at North Carolina State University, highlighted the importance of understanding these dynamics, especially for businesses aiming to engage with emerging consumer groups.
Speaking to Good Morning America, Dretsch stated, “It’s critical for companies to adapt to these shifts,” underscoring the need for brands to anticipate and align with generational trends to remain relevant.
The transition to Generation Beta is expected to bring unique challenges and opportunities. As society moves deeper into the digital age, this generation will likely grow up in an era of rapid technological innovation and increased focus on sustainability, inclusivity, and global interconnectedness.
For businesses, policymakers, and educators, the emergence of Generation Beta presents a chance to build strategies that cater to the needs of a generation poised to redefine the future.
Below are the most notable generational cohorts, starting with Generation Beta and moving backwards:
Generation Beta (born 2025-2039): Anticipated to be deeply integrated with advanced technology, Gen Beta is expected to foster a strong culture of diversity and inclusivity. As futurist Mark McCrindle notes, this generation will grow up in an environment driven by acceptance and change, encouraging both curiosity and social interconnectedness.
Generation Alpha (born 2010-2024): The first generation to be fully immersed in digital technology from birth, Gen Alpha is projected to surpass 2 billion in population, making it the largest generation in history. McCrindle, who coined the term “Gen Alpha,” explains that this generation, currently aged 0-14, is heavily influenced by a digitally connected world and maintains strong family bonds, especially as their parents (millennials) emphasise the values of togetherness.
Generation Z (born 1997-2009): The cohort following millennials, Gen Z experienced a world shaped by rapid technological advancements and the disruption of COVID-19. Growing up with technology as an external force—rather than merely a source of entertainment—Gen Z is characterised by a cautious approach to both their personal finances and social engagement.
Millennials (born 1981-1996): Defined as the largest living adult generation in the U.S., millennials (aged late 20s to early 40s) have embraced optimism and a strong sense of community. Dretsch points out that millennial parents are particularly supportive of their children’s self-expression, with a growing focus on empowering younger generations, especially around gender identity.
These generational shifts not only mark changing attitudes and behaviours but also provide a window into evolving societal trends.
