• by Fern Siegel , January 10, 2025

Babies born in 2025 are known as Generation Beta. And unlike previous generations, they are predicted to have the longest lifespan. That means, the longest retirement. 

Prudential wants to give them a head start.

Retirement impacts every generation — and it doesn't hurt to start saving early. That's why McCann New York and Prudential developed The Beta Baby Bonus, offering every baby born Jan. 1 in the U.S. $150. The financial company says the sum could potentially grow to $100,000 on retirement.

Qualified parents should apply via www.prudential.com/betababies.

The offer is accompanied by the “Generations” spot, which interviews boomers, Gen X, millennials and Gen Z on what defines their generation. Directed by Chris Smith, the spot runs across national TV, OLV, digital, OOH and social.

In partnership with McCann’s Truth Central, a new report from Prudential, “Generation Beta: Redefining Life, Longevity, and Retirement,” found Generation Beta is predicted to have far different lives than today. Some 86% of people believing they will have jobs that haven’t been invented yet.

Shayne Millington, chief creative officer, McCann New York, said: "It's not every day a new generation is born. So we needed to make the most of a once-in-a-generation event. And we’re just as proud to be able to partner with a company like Prudential that lives, breathes and builds on their mission to help all people live a better life, longer. Of all the things Generation Beta has to look forward to, we’re happy retirement will be one of them."