Gen Beta Unboxed - What the first AI-native generation will expect from brands and society

By the time we reach 2040, a new generation will be quietly reshaping the world - one that’s never known life without artificial intelligence. Generation Beta, born between 2025 and 2039, is growing up in a world where AI isn’t a novelty or a tool to be learned, but a constant companion. These children will be the first to experience AI not as a revolution, but as the default setting of their reality.

They follow closely on the heels of Generation Alpha, who were the first to grow up fully immersed in digital life. But where Gen Alpha adapted to a connected world, Gen Beta will be born into one that’s intelligent by default - learning their habits, anticipating their needs, and adapting in real time.

Yet Gen Beta’s story isn’t just about technology. It’s about how a generation raised by Gen Z and young Millennials will come of age with a radically different set of expectations, values, and habits. And for brands, educators, and policymakers, tuning into Gen Beta now means staying relevant tomorrow.

Parenting in the age of AI: What Gen Z is doing differently

To understand Generation Beta, we need to start with their parents. Gen Z is bringing a new mindset to parenting - one shaped by their own digital upbringing, mental health struggles, and deep concern for the planet. In their homes, emotional wellbeing isn’t a side note - it’s a central theme. Conversations about feelings are normalized, mindfulness is introduced in early childhood, and mental health is treated with the same seriousness as physical health.

This shift is also reflected in the tools Gen Z parents are bringing into their homes. Many are turning to apps like Headspace’s Meditation for Kids, which introduces mindfulness through short, engaging sessions designed for young attention spans. These practices help children learn how to calm their minds, process emotions, and improve focus - skills that support both emotional development and learning. What once seemed like an adult-only habit is now becoming part of early childhood routines, as parents look for ways to equip their kids with tools for resilience from the very beginning.

Technology, too, is handled differently. Gen Z parents are digital natives, but they’re also digital skeptics. They’ve seen the downsides of constant connectivity and are determined to raise children who have a healthier relationship with screens. That means setting boundaries, encouraging outdoor play, and choosing tech that adds value rather than just distraction.

And then there’s the values piece. Sustainability, inclusivity, and social justice aren’t abstract ideals - they’re daily practices. From eco-friendly baby products to diverse storybooks, Gen Beta is being raised in households where caring for the planet and respecting others is simply part of growing up.

Brands like Alora Baby are responding to this shift with circular design in mind. Their sustainably made cribs—crafted from FSC-certified wood and natural materials—can be returned through a buyback scheme, then refurbished and resold. It’s a model that reduces waste and reinforces the idea that sustainability starts at home. For Gen Z parents, these kinds of choices reflect a broader commitment to raising children with care for the planet built in.

AI from the cradle: A generation born into automation

What makes Generation Beta truly unique is that they won’t remember a world before AI. For them, smart toys that adapt to their preferences, AI tutors that personalize their learning, and virtual assistants that help with bedtime routines will be entirely normal. Their social lives will blend the physical and digital seamlessly, with augmented and virtual reality becoming as familiar as playgrounds and sleepovers.

But this doesn’t mean the AI-native Gen Beta will be glued to screens or disconnected from reality. On the contrary, their upbringing may foster a more balanced digital life. Thanks to their parents’ emphasis on digital wellness, many will grow up understanding the importance of privacy, screen limits, and offline connection. They’ll be savvy about curating their online identities and cautious about what they share - traits that will shape how they engage with brands, peers, and institutions.

The Brand Imperative: Win the parents, earn the kids

For now, Generation Beta isn’t making purchasing decisions, but their parents are. And those parents are thoughtful and selective about what they bring into their children’s lives.

So parental influence is key: every product a Gen Beta toddler touches or every show they watch is typically vetted by a values-conscious mom or dad. Brands that want to earn a place in the nursery or the family dinner routine should demonstrate they care. That might mean offering educational value, promoting wellbeing, or showcasing robust privacy and safety features – all signals that reassure Gen Z parents.

Notably, given parents’ wariness of excessive screens, brands should be thoughtful about digital engagement. A kids’ app or online platform, for instance, should have opt-in limits or co-viewing features that acknowledge a parent’s desire for balance. In short, to win the hearts of Gen Beta, you must first win the trust of their gatekeepers.

Looking ahead: Why Generation Beta matters now

While it’s still too early to draw a complete picture of who Gen Beta will become, the foundations are already being laid - in the homes they’re growing up in, the values they’re surrounded by, and the technologies shaping their earliest experiences.

For insight managers and marketers, Gen Beta represents both a challenge and an opportunity to innovate. Now is the time to start gathering generational insights about this group – even as they are in diapers – by studying shifting parenting trends and emerging youth behaviors. Think of it as foresight: brands that internalize what matters to Gen Beta’s families today will be better positioned to serve Gen Beta themselves tomorrow.

In practice, this means integrating values like wellbeing, inclusivity, and sustainability into brand DNA and staying agile with technology adoption. It also means crafting messaging that speaks to family aspirations and anxieties (e.g. educational development, climate hope) in a genuine way.

It’s tempting to think of Gen Beta as a future concern. But the reality is, their influence is already here. They’re shaping parenting trends, driving product innovation, and setting the tone for what’s to come. For brands, the opportunity is clear: start building relationships now by understanding the families raising Gen Beta, and by aligning with the values that matter most to them.

For deeper insights into the mindset of Gen Beta’s parents and how they are raising this new generation, be sure to download our ‘Inside the Gen Z parental mind’ eBook. The report explores their parenting philosophies, key differences from previous generations, and the evolving expectations they have for brands. If you'd like to explore how this applies to your business, feel free to reach out - I offer in-company sessions tailored to your needs.