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, its members may bring very different and aligned profiles, behaviors, and demands with the technological immersion we are currently living, demonstrating trends to the market 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. In the case of Beta, even though we are still very much at the beginning of this new phase, most likely, it will have its anxieties and behaviors shaped by the immense immersion in technological resources that we already have today, such as, especially, artificial intelligence (AI).
While, for example, Generation Z presents a more proactive and committed behavior in pursuing their goals and desires, Beta members may not show the same concern. After all, with robust tools like, for example, ChatGPT, just asking the right question about the subject of interest will provide all the necessary information. This can lead these individuals to put in less effort to learn something, as 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 facilitated. It is no wonder that 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 two sides.
According to information disclosed in the report ‘Data Privacy in 2025,’ a third of Brazilians have already been victims of data loss or theft. There is a very thin line between the good and bad use of technological advances, especially for those who do not know how to protect themselves against these attempts of digital crimes, which may 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 reflect on the consumption habits of this generation. Besides being more prone to online shopping than in-person ones – where digital presence will be crucial for companies’ survival – these members may also show greater loyalty to a brand than to a product itself, with little chance of switching to another company.
While this loyalty can be extremely positive, it also raises 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 are no longer enough in this power of choice? By creating memorable experiences and meeting desires in an assertive manner.
The sellers of the future should not focus only on the qualities and differentials of their products but on how they can meet the needs of this target audience, in the way they will help each of these consumers in their daily lives. This will require a strong reinvention of the brands, creating journeys that capture their attention and dazzle them. Thus, even in the face of another company offering something similar, the chances of being impressed by the competitor and changing brands will be reduced.
The virtualization of the market 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 online platforms, the beta generation may be much more critical of the brands that seek to engage with them. It will be up to each company, therefore, to reinvent themselves and ensure exceptional customer service to meet the needs of their clients, providing experiences that captivate and retain these future consumers.
