FORM Studio. Photography via.
2025 marks the start of a new generational demographic, Generation Beta, born between now and 2039. Futurists are already trying to guess what characteristics will define this group, whether it’s significant technological integration, a culture of enhanced curiosity and inclusivity, or a hyperawareness of sustainability.
Earlier this month, we highlighted 10 things that you should know about Gen Alpha, and although 99% of Gen B are yet to be born, there’s no harm in being prepared, right?
Let’s start with some obvious things. Gen B will be the most tech-savvy demographic yet and will use digital platforms effortlessly for communication, learning, shopping and more. We can only hope they’ll be environmentally conscious, which will ultimately affect their buying decisions.
If the evolution of the last few generations is anything to go off, Gen B will also be highly engaged with social issues, advocating for equality and inclusivity across all aspects of society. As a direct result of that, they’re likely to prioritise experiences and memories over material possessions. For brands, that means being ultra transparent about their practices, values, and ethical sourcing while offering unique and personalised experiences.
That said, Generation Beta is still emerging, and its characteristics and behaviours may evolve over time in a way that none of us saw coming. So, we asked five creatives for their views, going deeper into what this new age of consumers might be looking for in the decades to come.
Maor Ofek, founder of SIDE ST
“Gen Beta are here and, for them, many things we once considered revolutionary are simply a given. Among the most prominent is generative AI, integrated into every aspect of their lives from day one. In their reality, perfectly generated, error-free creative assets will be the baseline. Yet, in a world where flawlessness is the norm, it’s the imperfections that will truly stand out. To capture their attention, brands will need to embrace moments that feel human and spark an emotional connection. Much like the Japanese art of Kintsugi, which celebrates flaws and imperfections, the human touch will set brands apart in this new reality.
“This human touch will become even more essential as hyper-personalised content defines Gen Beta’s error-free creative world. Most creative assets and campaigns will be tailored to individual preferences, locations, moods, etc.
“While this level of personalisation brings a unique opportunity to build deeper connections between brands and individuals, it also challenges the traditional mindset, which relies on unified messages and shared emotions. To truly engage Gen Beta, brands will need to find the right balance between the precision of personalisation and the collective sense of belonging.
“As the path forward evolves, brands can begin exploring how to weave together the precision and personalisation of AI with the natural beauty of human imperfection and the deep-rooted desire for connection.”
Alex Andlaw, co-founder and creative director of FORM Brands Studio
“As a father of two toddlers, I’m naturally interested in thinking about the world they will grow up in. As a creative director, I’m interested in what that world might look like. Generation Beta has been born into a world of technology, and that tech will shape every element of their being – their capacity to seek knowledge will hold no limits. They will also better understand their part in sustaining our planet and how we can help it thrive. Brands will need to be willing to step up and walk the walk with this hyper-aware audience.
“To keep pace with change, brands must consider Generation Beta’s emerging values and priorities in their strategies. With climate change and environmental concerns shaping their formative years, this generation is expected to prioritise sustainability and ethical practices. To build trust and loyalty, brands must demonstrate genuine commitment to the circular economy, transparency, and social responsibility.
“Technology will continue evolving, so staying ahead of digital communication and social media trends will be critical. Flexibility and a forward-thinking approach will enable brands to connect effectively with this tech-savvy audience. Generation Beta will also value meaningful experiences and actions over mere product sales, favouring brands that prioritise substance and purpose over traditional commercial messaging.”
Erin McCullough, senior brand music consultant at DLMDD
“Gen Beta has been born into a fully digital world, which means they will naturally respond to sonic cues embedded across social media, streaming platforms and even augmented reality. For them, sound won’t just enhance branding; it will be branding.
“With attention spans likely shorter than ever (thanks to a lifetime of swiping and scrolling), sonic identities will become invaluable. A sharp sonic logo or distinct brand sound can grab attention in seconds, cutting through the clutter and leaving a lasting impression. Think of it as the elevator pitch of branding: fast, memorable and impossible to ignore.
“Gone are the days of sonic branding as a nice-to-have add-on. For Gen Beta, it will be integral to a brand’s DNA, weaving through every touchpoint. Whether it’s a clever sound on social media or a brand melody that triggers recognition on streaming platforms, audio will drive connection in a way visuals alone can’t achieve.
“The brands that will truly engage Gen Beta will do so through sound – distinctive, consistent and everywhere they listen. For forward-thinking companies, the opportunity is clear: make sonic branding the heartbeat of your identity.”
Jay Topham, co-founder of Unfound Studio
“Beginning to think about Generation Beta, the cohort of potential consumers currently in their early childhood years, may seem like a forward-thinking strategy for brands looking to future-proof their relevance. However, this approach risks being short-sighted and overlooking more critical factors that shape consumer behaviour today.
“By concentrating too heavily on age-based segments like Gen Beta or Gen Z, brands fall into the trap of generational marketing. This type of communication assumes that people in the same age category naturally share similar behaviours, preferences, and values. We believe that generational marketing can be one of the biggest mistakes brands make.
“Consumer behaviour is not defined solely by age. Today, regardless of their generation, people align themselves with cultural movements, communities, niche groups or interests that transcend their birth year. The behaviours that shape consumer choices are driven by contextual factors like technology, societal shifts, personal identity and cultural movements, which change over time and can’t be neatly categorised by age. Today, opportunities and possibilities are vast – suggesting that consumers of the same age navigate this cultural economy in the same way is wrong.
“Brands beginning to focus on Gen Beta might miss out on the opportunity to engage with more immediate and diverse cultural dynamics. Suggesting we can understand the cultural landscape someone will face in 18 years is a narrow view. Understanding where the cultural conversation is headed will help brands build long-term relevance and stronger connections with consumers across all age groups. It’s not about chasing the youngest audience; it’s about engaging with the behaviours at the forefront of culture, which slowly shapes all consumers, regardless of their generation.
“We’ve been thinking about this as a studio for some time, which is why we’ve developed a tool called Newwave – something that moves creativity away from caged-in generational ideas and more towards cultural relevance.”
Mike Bond, co-founder of brand strategy and creative agency Bond & Coyne
“Generation Beta will grow up in a period when AI is everywhere – from home to healthcare to education. From 2030 onwards, when many of them enter the education system after their fifth birthday, it needs to have evolved to make sense to them.
“For educators and policymakers, the question isn’t just about adapting but about leading the way in creating experiences and environments that resonate with their needs and aspirations. We need to remember that these young people have been born into an era of rapid technological innovation and cultural shifts. They’ll expect – and deserve – educational experiences that are more inclusive, dynamic and relevant than ever before.
“So, education must evolve to align with these values. Gen Beta will grow up immersed in digital ecosystems and become accustomed to automation, data-led efficiency, and personalised content, services, and platforms. Those of us involved in shaping how education is delivered and communicated need to project inclusivity, autonomy, adaptability and innovation. A strong emphasis on agency, ethics, and the environment will resonate strongly. Early engagement in the communication of education – and indeed how education is branded – can help cultivate trust and line up expectations, ensuring educational systems feel relevant and inspiring.
“Present debates around curriculum and enrichment (activities like sports, arts and outdoor education) will become increasingly nuanced and blurred. Rather than treating enrichment as an extra, they’ll be more and more integrated into core learning.
“For Gen Beta, encouraging creativity, collaboration and emotional intelligence will be as critical as ‘academic’ success. A curriculum centred on belonging, well-being and neurodiversity could redefine enrichment – not as ancillary but as a cornerstone of education.
“Belonging will be vital for this socially conscious generation. And programmes supporting EDI will need to be integral – despite the current shift we’re seeing in societal priorities.
“This is about what it is to be human; a whole education that prioritises ‘actual’ or ‘human’ intelligence, helping us to understand ourselves, communicate with one another, and problem solve together.”
