Awaiting the Beta Generation: What Brands Need to Know About Today’s and Tomorrow’s Kids?

They value community but think independently. Not only do they consume, but they also create a lot of digital content. They seek meaning while simultaneously desiring stability. These are just a few descriptions that characterize the alpha generation, born in 2010 and later. It seems that the adult world—from brands to politicians—is only beginning to understand this generation, with yet another shift predicted soon. The upcoming years will mark the arrival of a new generation—the beta generation.

Sharing insights into what matters to today’s and tomorrow’s children, as well as what brands and content creators working with the youngest audience need to know, Simona Krasauskienė, Head of Development Team at brands “Kakė Makė” and “Nelly Jelly,” shares her insights.

Simona Krasauskienė. CEO of NJ world (developing IP Nelly Jelly & Kakė Makė)

The Alpha Generation Already Holds Purchasing Power and Influence in Society

The alpha children have been dubbed the most influential generation ever. Even as children, they already have a significant impact on the environment and culture around them. “The alpha generation actively involves themselves in family decision-making and, as recent research in the US shows, even influences what car their parents will buy. This trend has been observed for a long time, so the alpha generation is often referred to as household CEOs. However, the influence of these children goes far beyond the family. One of the most prominent pieces of evidence is the first digital children’s political protest that took place on the ‘ROBLOX’ platform last year, gathering as many as 275 thousand participants. In general, the interests of this generation are not childish at all—they include ecology, equality, diversity, and entrepreneurship. It is estimated that globally, 30% of children aged 6–9 have their own money, and their most common source of income is not pocket money but content creation on digital platforms,” summarizes Simona Krasauskienė, outlining the key characteristics of the alpha generation.

Alongside the most advanced technologies, which are part of everyday life for the alpha generation and enable new ways of learning and entertainment, another important issue is emotional and physical health. “The pandemic that the alpha generation faced has left an indelible impression on their values—they learned early on about the importance of emotional health, so they naturally accept discussions about emotional difficulties. One evidence of this for our team was the success of the movie ‘Kakė Makė: My Movie’ and the discussions that arose after its screenings about fears and creative ways to overcome them, as well as finding the courage to discover the world and oneself,” notes Simona Krasauskienė. Last spring’s animated film “Kakė Makė: My Movie” became one of the most-watched in Lithuania and made it into the TOP30 of all films shown in Lithuania.

“Kakė Makė: my movie”

For businesses working with children and families with children, the strengthening influence of the alpha generation means that there is now an audience with a solid value base and income whose needs are difficult to ignore. This also means that the alpha generation needs to start talking louder about important topics, and brands that traditionally do not cater to children, such as the automotive industry, financial services, and others, should take note. “The reason for this is simple—even without having large incomes, this generation shapes the entire family’s value orientation, is principled, and critically evaluates the reputation of all brands and opinion formers, as well as their alignment with values,” says Simona Krasauskienė.

What Will the Beta Generation Be Like?

Children born from 2025 onwards will belong to the beta generation, sometimes also referred to as Gen AI, so there are many predictions about what this generation might be like and what their needs might be. It is agreed that the beta generation will be characterized by digital intuition. “Growing up amidst artificial intelligence and advanced digital ecosystems, this generation will begin to blur the line between the physical and virtual worlds and will live in a world of interactive experiences. Artificial intelligence will also mean greater personalization, so brands should pay attention to the forecast that everything for the beta generation will need to be created and personalized according to individual needs, desires, and tastes—from the education system to products,” notes Simona Krasauskienė.

Gen Beta

It is speculated that the beta generation will inherit a continued concern for the environment from the alpha generation and will actively promote practices that protect the planet. “A conscious attitude towards the environment, sustainability in relation to oneself and one’s surroundings—this will probably be the life motto of the beta generation. By the way, it is interesting that due to the progress in biotechnology, this generation is promised the title of the healthiest generation ever, so their values can practically be realized with future technologies,” observes Simona Krasauskienė.

Among other characteristics of the beta generation, cosmopolitanism and globalism are promised, perceiving the whole world as their home, the need for a flexible education system that can only be satisfied with new forms of learning and career trajectories, which are difficult to predict today. “Of course, these predictions are just an attempt to characterize the uniqueness of the beta generation from today’s perspective. The formation of this generation will be influenced by numerous geopolitical factors and technological breakthroughs that we cannot predict, but in any case, interesting times await, and brands that want to remain relevant should start preparing for them now,” says the speaker.

The Most Important Task—Accurately Reflecting Children’s Worldview

Understanding global trends and moods has repeatedly helped in developing the brand “Kakė Makė,” admits Simona Krasauskienė. “The essential task of our brand is to sensitively and accurately reflect and respond to the children’s world, and this would be impossible to do without constant interest in cutting-edge forecasts and research and without attending global events focused on children, their present, and future,” she says.

The most important trends also influence the selection of businesses with which the brand wants to collaborate. “Insights and trends help us improve as a team, develop a long-term brand strategy, and choose the right partners—from other brands to creators who, together with us, develop the universe of Kakė Makė across various media. That’s why it’s important for us to share our insights with a larger audience and forge new partnerships with those whose values resonate with ours. We always invite those who are interested in our work and ideas and directions to get in touch,” says Simona Krasauskienė.

TOP 9 Trends for Brands Targeting Families with Children:

  • Parents are increasingly purchasing products and services that appeal to children.
  • Children are increasingly becoming the CEOs of households, directing the entire household’s direction and values.
  • The creativity of the alpha generation in the digital space is turning into real income and influencing peers.
  • The world is becoming and will continue to be “Kid-first.”
  • More and more brands will change the design and presentation of their services and products to make them more appealing to children.
  • Industries traditionally not focused on children will also strive to attract children’s attention.
  • Progressive worldviews, behaviors, and values are things that children will inevitably pass.

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