• by Ray Schultz , Columnist, December 31, 2024

The obsession with Gen Z may finally be winding down, as the focus on Millennials did before it -- at least in popular culture.

A new generation is coming to the fore: Generation Beta. These are the kids who were born between 2010 and 2024.

They may be a little young to put into your email sights. But they soon will be a target audience. 

Oh, did we forget? Gen Alpha snuck in before them. But the eldest in the Alpha group were born in 1996, and soon will be following Millennials into middle age. 

It is unlikely that Alpha and Beta will be any more likely than Gen Z to enjoy receiving marketing emails.

Surveys by everyone from Anteriad to Ascend2 show that 70% of Gen Z prefer email, which does not sound bad -- but is still lower than Boomers (90%), Gen X (81%) and Millennials (72%).  

Gen Beta will probably be focused more on social media -- we guess. Gen Beta is the future generation that will be born between 2025 and 2039.

“The 'Beta babies' as they are being called, will grow up in an era that is characterized by unprecedented technological integration into daily life,” writes researcher Mark McCrindle, according to NDTV. “They will likely be the first generation to experience "autonomous transportation at scale, wearable health technologies, and immersive virtual environments as standard aspects of daily life".

 To hear McCrindle tell it, you better get ready to welcome them tomorrow. Happy New Year.