How Generation Beta Will Shape Business Strategies
Simona Krasauskienė, CEO of the pioneering children’s brand NJ World
Generation Beta will expect more from businesses due to fast-paced technology, changing geopolitics, and growing environmental consciousness. Simona Krasauskienė, CEO of the pioneering children’s brand NJ World, emphasizes that companies must begin preparing now to remain relevant for the future generation.
June 26, 2024. As Generation Z steps into the roles of parents, they are setting the stage for their future children, Gen Beta. Born between 2025 and 2039, this new generation will have high expectations for businesses and redefine how they operate.
“Gen Beta is influenced by yet unpredictable geopolitical events and technology advancements, and brands must start preparing right now to stay relevant for Gen Beta in the future,” said Simona Krasauskienė, the CEO of a hit children’s brand, NJ World. “Brands should prioritize environmental sustainability, digital literacy, and global citizenship early on. These factors will prepare Gen Beta for challenges in a tech-driven, eco-conscious world.”
Research shows that most preschoolers in the US and UK now use digital platforms, with only about half still watching traditional TV. Video games have become a social hub, with 55% of children aged 3 to 17 playing together and 47% using games to chat. Every day, 17 million digital friendships are formed on the online game platform Roblox.
Generation Beta is expected to adopt and extend their use of digital platforms as they grow.
Gen Beta traits: intertwined physical and digital worlds, eco-consciousness, personalized content, and globalization
The new generation will be recognized for their innate digital intuition and bridging the gap between physical and virtual worlds. They will view continuous connectivity, smart homes, and virtual reality as standard aspects of daily life.
“As the Beta Generation emerges, the business demands will grow. Children want to see more and more authentic content in different shapes on multi-platforms. This means that brands and content creators need to pay attention to the fact that content created 10 years ago is different from content created today,” Simona Krasauskienė, the CEO of NJ World, said. “We understand that building a business and gaining consumer trust takes time. It won’t happen overnight, but it’s essential to plan our strategies carefully.”
Generation Beta will continue the environmental awareness adapted from Generation Alpha and actively promote eco-friendly habits. Raised amid a climate emergency, they will pioneer sustainability and expect their trusted brands to follow suit.
Krasauskienė believes that the upcoming generation will also grow up expecting personalized entertainment, education, and products. AI technology will offer hyper-personalized experiences tailored to Gen Beta’s needs. Brands must invest in advanced AI and data analytics to meet these expectations.
Gen Beta will embrace globalization, seeing the world as their home. They will support changes in education, healthcare, and the job market for more adaptable, equitable, and tech-driven systems, including virtual reality communication.
NJ World already embraces Gen Beta through forward-thinking projects
To welcome the emerging new generation, NJ World is engaged in several initiatives within its native Lithuanian market (where the brand is known as Kakė Makė), including more eco-conscious campaigns and innovative intellectual property (IP) products.
“At NJ World, we are already progressing towards meeting the future needs of the Beta Generation. Through continuous research and analysis, we have gathered the necessary data to adjust and incorporate elements of social values along with fun and entertaining features that resonate with the current Alpha and future Beta generations in our international animated series NELLY JELLY, which we are creating with the British studio “3Megos.”
The comedy series NELLY JELLY, featuring a 6-year-old girl, who is curious about the world and has infinite imagination, is reflecting the still-unborn Gen Beta’s values by tackling diversity, equality, and key social issues.
For example, the series challenges gender stereotypes by reversing character roles: as Nelly Jelly embarks on daily adventures with her imaginary monster friends Jim and Jam, Jim, a fluffy pink male monster, is very analytical and loves books, while Jam is a super-strong green female monster whose main role is to protect Nelly Jelly.
To cater to Gen Beta’s entertainment preferences – the need to consume content on various platforms – NJ World, together with partners, is publishing audiobooks and leading other content projects to make the brand’s content reachable by diversifying channels and offering different types of content. The traditional books are being adapted, and the usual publishing is being upgraded with digital solutions – such as QR codes with video.
Nelly Jelly’s native IP Kakė Makė plans to release 17 additional books in the Lithuanian market this year, focusing on education, emotional intelligence, self-awareness, and creativity. The IP plans to introduce a new category in 2024 named “Learning to Read.” Each book features interactive formats such as tactile books, QR code-enabled editions, and audiobooks.
To promote environmental awareness among children, NJ World recently launched a family-friendly gardening project called Sodolendas (Gardenland). The initiative offers a variety of seeds for vegetables, flowers, and herbs, alongside comprehensive gardening kits for a rich outdoor experience that fosters a deeper connection with nature.
“Each idea is carefully discussed before implementation begins. Recognizing the importance of listening to children’s voices, we strive to ensure they are authentically reflected in our IP,” said Krasauskienė. “We will continue blending new ideas with traditional ones to create things kids will love.”
