Who is Generation Beta?

Generation Beta includes children born from 2025 onwards. They will grow up in a world dominated by AI and increasingly digital cities. By 2050, they will represent nearly one-fifth of the world’s population: this will influence markets, education, and consumer styles globally.

Discovering the New Generation Born in the Age of Artificial Intelligence

In January 2025, the generation known as "Generation Beta" (or Gen Beta) began. Who are the Betas, what worlds will they inherit, and what does this mean for businesses looking to the United States? In this article, we explore the coordinates of a new demographic chapter.

Who Belongs to Gen Beta?

Gen Beta includes those born between 2025 and 2038 [Source: World Economic Forum] It is the first generation to grow up in a context where AI, automation, and augmented reality are everyday life.

Why does it matter? Because by 2050, Betas will account for about 18% of the world’s population, becoming an economic and cultural force comparable to that of Millennials.

Key Features of Generation Beta

1. AI Natives

Gen Beta inherits a world where AI, automation, and immersive reality are the norm and will have replaced all traditional tasks. A survey by the National Association of Plan Advisors (NAPA) reveals that 86% of them will have jobs that have not yet been invented, and that life expectancy and the need for financial resources will change radically.

For businesses: products and services must be “AI-ready,” designed for an audience that interacts with technology from childhood.
 

2. The Most Urban Generation Ever

The majority of this generation will live in cities. This implies strongly integrated infrastructure, mobility, services, and logistics, important for businesses operating in supply chain, retail, and e-commerce.
 

3. Growing Up in an Unequal but Interconnected World

Births will be concentrated in developing countries, but purchasing power will remain strong in North America, Europe, and Asia. The Betas will inherit a more diverse global economy, but also a more competitive one.
 

4. Climate, Resources, Demography

The Betas will inherit a planet with many unresolved issues: climate change, migration, declining fertility rates in many areas, aging populations. This dimension is not only social or ethical; it becomes a market driver. Sustainable products, circular solutions, alternative mobility... all of this gains value from a commercial perspective as well.

[Sources: NBC News, World Economic Forum, National Association of Plan Advisors]

Why is Generation Beta So Important for Companies?

Companies must view Gen Beta as a preview of the future consumer.
 

The Key Levers to Keep in Mind:

• Tech-Sensitive Products and Services: there is room in the market for solutions that anticipate the AI and automation-permeated world in which this generation will grow. Integrate them into your processes/products.
• Communication: it will be necessary to adopt an even more visual and interactive language.
• Sustainability: it will become a true entry requirement.
• Education and Work: human-machine collaboration will redefine the skills required, even for international managers.

Preparing now means building a solid presence in an America that will change along with its new inhabitants.
 

Some “Notes of Caution”

• The very concept of a generation is fluid: there are no rigid and uniform dates. As Wikipedia reminds us, generational boundaries are sociological constructs, not fixed rules.
• Despite the interest, Gen Beta is the future: today they are only a few months old or will be born in the coming years. Therefore, today’s business strategies should not be speculative but progressive: incorporate long-term perspectives without losing sight of the here and now.
• Globalization is real, but do not overlook places and contexts in which you operate as a company. Even though Betas will live in globalized contexts, territorial differences (USA vs. Europe, Italy, the rest of the world) remain!

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