Another generation emerging. The first days of January were marked by the birth of those who will make up the so-called Beta Generation, in another demographic cycle that will extend until 2039. Just like the previous ones, your members can bring profiles, behaviors and demands that are very different and aligned with the technological immersion we are currently experiencing, demonstrating trends in 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 context, social and economic in which they grow. In the case of Beta, as much as we are still very much at the beginning of this new phase, very likely, she will have her desires and behaviors shaped by the enormous immersion in the technological resources we already have today such as, especially, artificial intelligence (AI)
While, for example, Generation Z exhibits a more proactive and committed behavior in pursuing their goals and desires, the members of Beta may not show the same concern. After all, with robust tools such as, for example, the ChatGPT, just ask the right question about the topic of interest and it will provide all the necessary information. This can lead these people to put in less effort to learn something, once they will only need to know, exactly, what to ask these tools
З одного боку, this technological immersion can bring very positive results for our daily lives, making our routines more agile and easier. Not for nothing, in Brazil, the proportion of people aged 10 and over who used the Internet rose 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", a 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 advancements, mainly, for those who do not know how to protect themselves against these attempts of digital crimes, what can be further emphasized in a generation that will tend to grow even more immersed in these tools
Marketing-wise, this technological insertion will also be reflected in the consumption habits of this generation. Besides being able to prefer online shopping much more than in-person shopping – whose digital presence will be decisive for the survival of companies – these members may be much more loyal to a brand than to a product itself, with little likelihood of starting to buy from another company
At the same time that this loyalty can be something 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, in itself, tend to no longer be sufficient in this power of choice? Creating memorable experiences and meeting desires assertively
Future salespeople should not focus only on the qualities and differentiators of their products, but in 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 require a strong reinvention of brands, creating journeys that capture your attention and envision them. Thus, even in the face of another company that offers 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 your hands, this generation will have access to a vast amount of information quickly and easily. So, besides becoming increasingly attached to online, Generation Beta may be much more critical of the brands that want to get involved. It will be up to each company, in this way, to reinvent itself and ensure exceptional service to the needs of its clients, providing experiences that captivate and retain these future consumers
