But Beta won’t be the only generation brands will seek to decipher this year. Older generations are reaching significant milestones that will affect how marketers communicate and advertise to them.
Gen Alpha, the group born beginning in 2010, is starting to reach their teenage years and their influence, and earning potential, is expanding rapidly. This year, the oldest Gen Zers, born in 1997, will inch even closer to 30, reaching new life stages around marriage and home buying. (The various organizations that classify Gen Z often have a two-year overlap with Alphas between 2010 and 2012.) Some Gen Xers will turn 60, an age that used to signal retirement, but not for this youthfully minded group, experts say. Marketers from all sectors are recognizing the different dynamics of each cohort, even those Betas that have yet to be born, and tailoring their strategies appropriately to attract them and build loyalty early on.
Marketing across generations
Jump to each section to learn more about the group
“We take a long-term view … we have to show that we are relevant for the new generations going forward and that their predecessors also trusted as well,” said Richard Parkinson, chief brand officer of Prudential. “They’ll think, ‘Yes, they were there for us right at the beginning.’ Particularly, with Generation Beta, we will help them navigate an increasingly challenging world.”
Brands such as Ford are investing in research to see what will make younger groups tick even as they keep track of the needs of aging adults.
“We exist to keep an eye on all the things we see happening—often outside the automotive industry—so we can be better prepared to meet the needs of consumers moving forward,” said Jennifer Brace, who serves as Ford Motor Company’s chief futurist, a position the company has had for more than two decades. “In terms of older generations, we are absolutely looking at how are their needs are changing, what does it mean as they are aging, and how do we ensure we are still connecting with them in ways that are authentic and respectful.”
As marketers hone their playbooks for such connections with all groups, Ad Age takes a look at where each generation stands in 2025.