As 2025 unfolds, the Alpha Generation has come to a close, making space for the emergence of a new era, the Beta Generation. What should we know about this new generation?
According to a report by ABC News, the Beta Generation refers to those born between 2025 and 2039, marking the seventh generation named since 1901.
Generations are typically defined as groups of people within a specific period who share common cultural, social, and historical experiences. These shared experiences are often influenced by significant events, technology, and societal changes, shaping each generation’s attitudes, values, and behaviors.
The concept of generations allows us to see how different age groups interact with their surroundings and how their collective experiences bring about societal changes over time.
Heather Dretsch, an assistant professor of marketing at North Carolina State University, stated that as businesses strive to understand how different generations interact with brands and the world, interest in generational research has surged.
Dretsch emphasized the importance for businesses to adapt to these ever-changing consumer behaviors. She highlighted the necessity for brands to stay ahead of generational trends.
Here is an overview of the Beta Generation compared to several previous well-known generations:
Demographer and futurist Mark McCrindle, founder of McCrindle Research, is credited with coining the term Beta Generation.
McCrindle noted that the Beta Generation comprises individuals born from 2025 to 2039, expecting them to exhibit significant tech integration and a strong appreciation for diversity.
With society increasingly embracing change and inclusivity, the Beta Generation is projected to grow up in an environment that nurtures curiosity and inclusiveness.
McCrindle shared on his website that they estimate the Beta Generation will make up 16% of the global population by 2035. This generation will live in an era where artificial intelligence and automation are seamlessly integrated into daily life, from education and workplaces to healthcare and entertainment.
The article states that many members of this generation will be raised by Millennial parents and older Gen Z parents, who prioritize adaptability, equality, and eco-consciousness when raising their children.
This will potentially make the Beta Generation more globally aware, community-centered, and collaborative compared to previous generations. Their upbringing emphasizes the importance of innovation, not just for convenience but also to address urgent challenges of their time.
According to McCrindle, the Alpha Generation comprises individuals born between 2010 and 2024. The eldest members of this generation are currently around 14 years old. They are primarily the children of Millennials, growing up in a highly digitized, technology-driven world.
The Alpha Generation is expected to become the most populous generation in history, with the number of all its members exceeding 2 billion.
Dretsch added that the Alpha Generation has strong ties with their families, a characteristic ingrained in their upbringing that reflects the emphasis on family values across multiple generations, including Millennials and their parents and grandparents.
The Gen Z cohort is typically defined as those born between 1997 and 2009.
Dretsch noted that Gen Z has come of age in an era where information and technology play a central role in their lives. However, they often view it as an external force, almost as an escape from reality, rather than just a source of entertainment or relaxation.
Impacted by the COVID-19 pandemic, this generation has realized that the economy may face sudden disruptions, prompting them to adopt more conservative approaches in financial and social aspects.
A previous report by a Pew Research Center study found that approximately three-quarters of managers believe Gen Z is the most challenging generation to work with in the workplace.
Dretsch explained that Millennials, also known as Gen Y, are individuals born between 1981 and 1996, currently ranging from their twenties to early forties, forming the largest adult generation in the United States.
She stated that Millennials are entirely different from the X Generation (Gen X) and Baby Boomers, emphasizing that Millennials optimistically embrace the world and are deeply concerned with self-care, making the world a better place, and community involvement.
The X Generation refers to those born between 1965 and 1980, primarily consisting of children of the Silent Generation and Baby Boomers.
In the 1970s and 1980s, X Generation individuals were often referred to as “latchkey kids” as many returned home from school to empty houses, needing keys to let themselves in. This trend stemmed from increasing divorce rates, rising maternal workforce participation, and limited childcare options.
X Generation parents were among the first to adopt “helicopter parenting,” closely monitoring their children’s social and educational development. They were more involved in their children’s lives compared to Baby Boomer parents, who were more hands-off. The focus for the X Generation was on closely managing their children’s social and educational growth.
Prior to the X Generation, three earlier generations included Baby Boomers (born between 1946 and 1964), the Silent Generation (born between 1928 and 1945), and the Greatest Generation (born between 1901 and 1927).