The TikTok-native iPad generation is making way for Gen Beta. Born between 2025 and 2039, this next wave is set to surpass Gen Alpha’s two billion-strong demographic, becoming the largest generation ever. Millennials and Gen Z spent their youth shaping culture, now they’re raising the pioneers of the second half of the 21st century:
Prudential’s Generation Beta: Redefining Life, Longevity, and Retirement report paints a picture of what lies ahead for Gen Beta, based on a survey of 2,000+ Americans:
💼 86% believe Gen Beta will work in jobs that don’t exist yet – think AI dream-makers, climate crisis solvers and even space colony architects
🐾 68% predict this generation will have more pets than kids, redefining family, community and companionship dynamics
🧓 58% think Gen Beta will never retire, with lifespans expected to exceed 100. To retire comfortably, they’d each need to accrue USD 1.88 million
While Gen Beta’s world is still on the horizon, Gen Alpha is starting to shape today. Born into a pandemic-driven, climate-stressed and polarized era, they’re navigating complex challenges with unmatched digital and AI fluency. The opportunity for brands? Understand Gen Alpha’s unique language and values to deliver solutions that empower their potential amid a dystopian outlook.
Are you ready to meet the next generation on their terms? 🌟