Another generation emerging. The first days of January were marked by the birth of those who will compose the so-called Beta Generation, in another demographic cycle that will extend until 2039. Like previous ones, its members may bring very different profiles, behaviors, and demands aligned with the technological immersion we currently experience, showing market trends that can already be analyzed 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 at the very beginning of this new phase, it is very likely that their aspirations and behaviors will be shaped by the enormous immersion in technological resources we already have today, especially artificial intelligence (AI).
While, for example, Generation Z exhibits 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 ChatGPT, for instance, just ask the right question about the topic of interest, and it will provide all the necessary information. This may 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 fruits to our daily lives, making our routines more agile and facilitated. No wonder, 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 released in the report ‘Data Privacy in 2025,’ one-third of Brazilians have already been victims of data loss or theft. There is a very thin line between the good or bad use of technological advancements, especially for those who do not know how to protect themselves against these attempts at 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 in the consumption habits of this generation. Besides possibly preferring online purchases over in-person ones—where digital presence will be decisive for companies’ survival—these members may be much more loyal to a brand than to a product itself, with little likelihood of switching to another company.
While this loyalty can be extremely positive, it also raises market competitiveness in the quest for 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 sufficient in this power of choice? By creating memorable experiences and meeting desires assertively.
Future sellers should not focus solely on the qualities and differentiators of their products but on how they can meet the needs of this target audience, in the way it will help in the daily lives of each of these consumers. This will demand a strong reinvention of brands, creating journeys that capture their attention and dazzle them. Thus, even when faced with another company offering something similar, the chances of being dazzled by the competitor and switching brands will be reduced.
The virtualization of the market is an undeniable fact. In their hands, this generation will have access to an extensive amount of information quickly and easily. So, besides becoming increasingly attached to the online world, the Beta generation may be much more critical about the brands they want to engage with. It will be up to each company, therefore, to reinvent itself and ensure exceptional service to its customers’ needs, providing experiences that captivate and retain these future consumers.
