Another generation emerging. The first days of January were marked by the birth of those who will make up the so-called Generation Beta, in another demographic cycle that will extend until 2039. Like the previous ones, their members can bring profiles, behaviors, and demands that are quite different and aligned with the technological immersion we are currently experiencing, demonstrating market trends that can already be analyzed in order to prepare for their future consumers.
This concept of generations includes a group of people whose shared characteristics are influenced by the historical, social, and economic context in which they grow up. In the case of Beta, although we are still very early in this new phase, it is very likely that its aspirations and behaviors will be shaped by the extensive immersion in technological resources we already have today, especially artificial intelligence (AI).
While, for example, Generation Z exhibits a more proactive and committed behavior in pursuing their goals and desires, Beta members may not display the same concern. After all, with robust tools like, for example, ChatGPT, just ask the right question about the subject of interest, and it will provide all the necessary information. This may lead these people to put less effort into learning something, since they will only need to know exactly what to ask these tools.
On one hand, this technological immersion can bring very positive results to our daily lives, making our routines more agile and easier. Not for nothing, in Brazil, the proportion of people aged 10 or older who used the Internet increased from 84.7% in 2021 to 87.2% in 2022, according to data released in the National Household Sample Survey (PNAD). However, every coin has its two sides.
According to information released in the "Data Privacy in 2025" report, one-third of Brazilians have already been victims of data loss or theft. There is a very fine line between the good or bad use of technological advances, especially for those who do not know how to protect themselves against these digital crime attempts, which could become even more pronounced in a generation that will tend to grow even more immersed in these tools.
From a marketing perspective, this technological integration will also be reflected in the consumption habits of this generation. In addition to potentially preferring online shopping much more than in-store shopping – whose digital presence will be crucial for the survival of companies – these members may be much more loyal to a brand than to a specific product, with little likelihood of switching to another company.
While this loyalty can be extremely positive, it also increases market competitiveness in search of new consumers. After all, how to attract a customer who is already highly loyal to a brand if the products themselves tend to no longer be enough in this power of choice? Creating memorable experiences and meeting desires assertively.
The sellers of the future should not only focus on the qualities and differentiators of their products but also on how they can meet the needs of this target audience, in the way that will assist each of these consumers in their daily lives. This will require a strong reinvention of brands, creating journeys that capture their attention and inspire them. Thus, even in the face of another company offering something similar, the chances of being dazzled by the competitor and switching brands will be reduced.
Market virtualization is an undeniable fact. In their hands, this generation will have access to a vast amount of information quickly and easily. So, in addition to becoming increasingly attached to the online world, Generation Beta may be much more critical of the brands they want to engage with. It will be up to each company, therefore, to reinvent itself and ensure exceptional service to meet the needs of its customers, providing experiences that captivate and retain these future consumers.
