<p>Gen Z is coming of age and fashion is looking for a new successor.</p>

<p data-start="264" data-end="820" style="text-align: left;">In the fashion industry, it&rsquo;s no secret that the best consumers are always next. So the top minds in the industry and at the World Economic Forum have started to think about consumers who aren&rsquo;t even born yet. They&rsquo;re calling this group Generation Beta. While members of this generation are still babies or in the womb, those born from 2025 onwards have a well-founded interest in them. Between Gen Z and Gen Alpha, brands are realising they can reach a very young consumer group that&rsquo;s hard to reach through traditional channels. Roblox, Fortnite and TikTok have proven their ability to draw hordes of teenagers to Sephora or new fashion chains in Europe.</p>
<p data-start="1214" data-end="1655" style="text-align: left;">The precociousness of millennials stems from a digital ecosystem where access to culture is more democratised than ever. Kids today and tomorrow grow up with TikTok, Instagram and instant awareness of fashion history. Algorithms shape their tastes from a very young age. The current global landscape, marked by rampant artificial intelligence, an escalating climate crisis, and spreading geopolitical instability, requires brands to plan for the long term. Gen Beta will grow up in a world where AI is the native language, absorbing the values of Millennials and Gen Z and by 2035, this group will make up about 16% of the global population. But before we talk about that future, we need to answer the question: Who are Gen Beta?</p>

<p data-start="1693" data-end="1718">Beta Gene Definition</p>

<p data-start="1719" data-end="2328" style="text-align: left;">The generation following Gen Alpha has been tentatively dubbed Generation Beta by Australian demographer and futurist Mark McCrindle, who also proposed the concept of Generation Alpha. According to McCrindle, Gen Beta includes those born between 2025 and 2039, although the timeline is currently fluid as it is not yet possible to determine which historical event will mark the end of this generation.</p>
<p data-start="1719" data-end="2328" style="text-align: left;">Demographically, Gen Beta will be the children of late Millennials and the entire Gen Z generation. As such, they will mirror any changes in current family models under contemporary economic and social pressures.</p>
<p data-start="2330" data-end="2908" style="text-align: left;">Scholars are still debating the end of Gen Alpha. According to McCrindle, the last group of Alphas will be born in 2024, and Betas will begin in 2025. Some argue that Gen Alpha &ldquo;ends&rdquo; in 2021, meaning Betas have been around since 2022. This difference also stems from how Gen Z is defined: some say 2012, others say 2013. For example, psychologist Jean Twenge believes that Gen Alpha includes those born between 2013 and 2029, so Gen Betas only really begin in 2030.</p>

<p data-start="2910" data-end="2938">Nationality of Gen Beta</p>

<p data-start="2939" data-end="3472" style="text-align: left;">Gen Betas are emerging amid slowing global birth rates, making their population smaller than previous generations. McCrindle predicts that Gen Betas will number around 2.1 billion people in total &ndash; just a little more than Gen Alphas&rsquo; 2 billion, but still not enough to reverse the trend of global population decline.</p>
<p data-start="2939" data-end="3472" style="text-align: left;">The defining characteristic of this generation will be multiculturalism. They will grow up in a world where there is no such thing as a &ldquo;racial majority&rdquo; and will have no memory of a time when one ethnic group was dominant.</p>
<p data-start="3474" data-end="4067" style="text-align: left;">Geographically, the World Economic Forum predicts that the proportion of Asians in the new generation will drop sharply to only about 46% from the Asia-Pacific region, down significantly from 61% of Generation X. In contrast, the group born in sub-Saharan Africa is expected to account for a third of global births. North America and Europe account for only about 8% of the total Beta Gen population. However, a new problem arises here: economic inequality.</p>

<p data-start="4069" data-end="4110">Small Group of People but Big Spenders</p>

<p data-start="0" data-end="609" style="text-align: left;">Ironically, while Asia&rsquo;s Gen Betas may be the smallest group in terms of numbers, their economic footprint is huge. According to the World Economic Forum, about 40% of all Gen Beta consumption will take place in Asia- the highest share in history- thanks to rising incomes. Two-thirds of those with an average daily spend of over $12 (in 2017 purchasing power parity) will live in India and China. This prosperity makes the Asia-Pacific market for this generation comparable in size to the combined markets of Europe and the United States.</p>
<p data-start="611" data-end="1355" style="text-align: left;">In contrast, though they make up only 8% of the Gen Beta population, North America and Europe account for 41% of their total spending. Historically, in 2000, high-income countries such as the US, Japan, Australia and Europe accounted for 85% of Baby Boomer spending, and thus dominated the global market. This share has gradually declined in the years since as emerging economies have risen. For Gen Beta, only about 48% of their spending is forecast to occur in developed countries, reflecting a clear shift in wealth toward emerging economies.</p>
<p data-start="611" data-end="1355" style="text-align: left;">By 2040, about 58% of Gen Beta will live in urban areas, higher than the 53% of Gen Alpha and 45% of Gen Z at the same age, making them the most &ldquo;urbanised&rdquo; generation in history.</p>

<p data-start="1357" data-end="1384">The Role of Technology</p>

<p data-start="1386" data-end="2181" style="text-align: left;">Beta Gen will be born into the technology ecosystem more than any previous generation. In particular, artificial intelligence (AI) will be present in every level of life.</p>
<p data-start="1386" data-end="2181" style="text-align: left;">According to McCrindle, balanced digital literacy will become central to future cultural discussions. The symbiotic relationship with AI will not be limited to practical applications, but will extend to more complex and intimate aspects such as emotions, relationships and self-awareness. Scholars and futurists call this phenomenon fluid identity boundaries, describing how Gen Betas can form deep emotional and intellectual bonds with AI entities, similar to those with friends or loved ones, making the line between &ldquo;human&rdquo; and &ldquo;machine&rdquo; more blurred than ever.</p>
<p data-start="2183" data-end="3085" style="text-align: left;">Of course, this also comes with risks. Deepening political polarisation and ideological bubbles will combine with the difficulty of distinguishing between real and AI-generated content, fueling the spread of fake news and manipulation. At the same time, experts predict that human attention spans will continue to decline, making it harder to sustain attention for non-digital activities like reading or face-to-face conversations.</p>
<p data-start="2183" data-end="3085" style="text-align: left;">As the first generation to live entirely in an AI environment from birth, Gen Beta will naturally embrace technologies like large language models and immersive virtual reality. The education system may change radically, moving from standard teaching models to AI-powered personalised programs that encourage global collaboration in virtual spaces with classmates from all over the world.</p>
<p data-start="3087" data-end="3888" style="text-align: left;">Even everyday communication will become hybrid as human-AI interactions blur traditional relationship rules. However, Gen Beta parents &ndash; especially those in Gen Z &ndash; may counterbalance this &ldquo;hyperconnection&rdquo; with more tangible, practical influences: a return to analogue experiences (like vinyl records, physical books) and a scepticism toward social media could fuel a cultural movement toward disconnection.</p>
<p data-start="3087" data-end="3888" style="text-align: left;">In addition, interest in personal health will increase sharply, thanks to real-time biological data-tracking devices such as smart watches that measure heart rate and sleep, fostering a lifestyle focused on health and fitness.</p>

<p data-start="3890" data-end="3930">Social and Environmental Imperatives</p>

<article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" data-turn-id="9d849cc5-5a6a-4aa8-8e26-0f8853265a6b" data-testid="conversation-turn-4" data-scroll-anchor="false" data-turn="assistant" tabindex="-1"><div class="text-base my-auto mx-auto [--thread-content-margin:--spacing(4)] thread-sm:[--thread-content-margin:--spacing(6)] thread-lg:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)"><div class="[--thread-content-max-width:40rem] thread-lg:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn" tabindex="-1"><div class="flex max-w-full flex-col grow"><div data-message-author-role="assistant" data-message-id="9d849cc5-5a6a-4aa8-8e26-0f8853265a6b" dir="auto" class="min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&amp;]:mt-1" data-message-model-slug="gpt-5"><div class="flex w-full flex-col gap-1 empty:hidden first:pt-[1px]"><div class="markdown prose dark:prose-invert w-full break-words light markdown-new-styling"><p data-start="3932" data-end="4668" style="text-align: justify;"> Gen Beta’s worldview will be deeply influenced by Millennials and Gen Z’s global consciousness of issues that transcend national borders, especially climate change. That makes Gen Beta care about the environment not out of political idealism, but out of survival need and cultural awareness.<br data-start="4226" data-end="4229" /> They will grow up in a world of increasing instability, unpredictable weather patterns, scarce natural resources, and escalating geopolitical tensions. Factors such as the countries they are born and raised in, birth and aging rates, rising incomes, and the prevalence of digital technology will shape their entire lives.</p><p data-start="4670" data-end="5164" style="text-align: justify;"> According to the World Economic Forum, Gen Beta can be seen as the “bridge generation” that will take on the legacy of Millennials and Gen Z while also facing the new demographic and climate imbalances. Many experts believe that Gen Beta’s approach to sustainability will be more radical and radical than previous generations. Having grown up on a warming and increasingly urbanized planet, they will make regenerative practices and circular economies a true way of life. </p><p data-start="5166" data-end="5790" data-is-last-node="" data-is-only-node="" style="text-align: justify;"> According to <em data-start="5171" data-end="5192">Business of Fashion</em> , by 2035, Gen Beta will spend $113 billion on consumer electronics – 2.4 times more than Gen X is expected to spend in the next ten years. However, experts believe that Gen X will still be the dominant spender until at least 2033. As for the fashion industry, the explosive combination of AI technology, environmental ethics and identity flexibility could completely redefine the way people design, consume and promote fashion in the future. </p></div></div></div></div><div class="z-0 flex min-h-[46px] justify-start"></div></div></div></article>

Generation Beta: Fashion’s Next Frontier

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