What will the Beta Generation consumers look like?

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. Just like the previous ones, its members can bring profiles, behaviors and demands very different and aligned to the technological immersion that we currently live, 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, although we are still very early in this new phase, most likely, it will have its desires and behaviors shaped by the enormous immersion in the technological resources we already have today, especially artificial intelligence (AI).

While, for example, Generation Z presents a more proactive behavior and committed to running after their goals and desires, Beta members may not present the same concern. After all, with robust tools such as ChatGPT, just ask the right question about the subject of interest that it will provide all the necessary information. This may lead these people to try less 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 fruits to our daily lives, making our routines more agile and facilitated. No wonder, in Brazil, the proportion of people aged 10 years or more 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 currency has its 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 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 be further accentuated in a generation that will tend to grow even more immersed in these tools.

Mercadologically, this technological insertion will also be reflected in the consumption habits of this generation. In addition to being able to prefer online shopping much more than in person whose digital presence will be decisive for the survival of companies ''THose members may be much more loyal to a brand than to a product itself, with little probability of buying 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 to attract a customer who is already highly adept at a brand, if the products themselves tend to no longer be enough in this power of choice? Creating remarkable experiences and meeting desires assertively.

The sellers of the future should not focus only on the qualities and differentials of their products, but how they can meet the needs of this target audience, in the way in which they will help in the day to day of each of these consumers. This will require a strong reinvention of brands, creating journeys that capture their attention and glimpse them. Thus, even in the face of another company that offers something similar, the chances of being dazzled 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 an extensive amount of information quickly and easily. So, in addition to becoming increasingly attached to the online, the beta generation can be much more critical about the brands they want to engage. It will be up to each company, in this way, reinvent itself and ensure exceptional service to the needs of its customers, providing experiences that captivate and retain these future consumers.