Another generation emerging. The first days of January were marked by the birth of those who will make up the so-called Beta Generation, in yet another demographic cycle that will last until 2039. Just like the previous ones, its members can bring very different profiles, behaviors and demands that are aligned with the technological immersion we are currently experiencing, demonstrating trends to the market that can now 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, even though we are still very much at the beginning of this new phase, it will most likely have its desires and behaviors shaped by the enormous immersion in the technological resources we already have today, such as, especially, artificial intelligence (AI).
While, for example, Generation Z shows more proactive behavior and is committed to pursuing their goals and desires, Beta members may not show the same concern. After all, with robust tools like, for example, ChatGPT, you just need to ask the right question about the subject of interest and it will provide all the necessary information. This can lead these people to make less effort to learn something, since they will only need to know exactly what to ask these tools.
On the one hand, this technological immersion can bring very positive results to our daily lives, making our routines more agile and easier. No wonder, in Brazil, the proportion of people aged 10 or over who used the Internet went 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, a 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 in those who do not know how to protect themselves in the face of these attempts at digital crimes, which can become even more accentuated in a generation that will tend to grow up even more immersed in these tools.
Marketing-wise, this technological insertion will also be reflected in the consumption habits of this generation. In addition to being much more likely to prefer online shopping than in-person shopping – whose digital presence will be decisive for the survival of companies – these members may be much more loyal to a brand than to a product itself, with little likelihood of purchasing from another company.
While this loyalty can be extremely positive, it also increases the competitiveness of the market in search of new consumers. After all, how can you attract a customer who is already highly devoted to a brand, if the products themselves tend to no longer suffice in this power of choice? Creating remarkable experiences and assertively meeting desires.
Sellers of the future should not only focus on the qualities and differences of their products, but on how they can meet the needs of this target audience, and how they will help in the daily lives of each of these consumers. This will require a strong reinvention of brands, creating journeys that capture their attention and glimpse them. Therefore, even when faced with another company that offers something similar, the chances of being dazzled by the competitor and switching brands will be reduced.
The virtualization of the market is an indisputable fact. In their hands, this generation will have access to an extensive amount of information quickly and easily. So, in addition to becoming increasingly attached to online, the beta generation could be much more critical of the brands that want to get involved. It will be up to each company, therefore, to reinvent itself and ensure exceptional service to the needs of its customers, providing experiences that captivate and retain these future consumers.
