Renowned marketing executive and Managing Director of The REDWOLF Company, Ekeno Eyo, has sparked fresh discourse in the marketing and business landscape with his latest thought piece announcing the emergence of Generation Beta, a cohort he describes as “AI-native thinkers with post-authenticity values and ruthless efficiency.”
In the article titled “Gen Beta is Born,” Eyo outlines compelling predictions about the newest generation, those born between 2025 and 2038, who are mostly the children of younger Millennials and older Gen Zers. While society is still decoding the behavior of Gen Z and grappling with the iPad-native Gen Alpha, Eyo says Gen Beta has quietly arrived and they are unlike any before them.
According to him, they won’t just use AI, they will think in AI, as the world is about to witness a generation that instinctively understands prompt engineering the way previous generations grasped Google searches.
Eyo’s analysis paints Gen Beta as the first generation raised in a fully AI-immersed world, where tools like generative AI, machine learning, and automation will not just support their lives, they will shape their thinking patterns. In his words, Gen Beta will approach business challenges with a “solution-first mindset,” where answers precede problems.
This cognitive shift, he predicts, will change how education, marketing, leadership, and innovation are approached. “They’ll expect utility, precision, and customization not fluff,” Eyo adds.
In what may be the most striking assertion, Eyo claims traditional authenticity marketing will become obsolete. Gen Z craves authenticity, Gen Alpha responds to micro-content but Gen Beta will grow up knowing that everything from photos to personalities can be artificially generated.
Brands, he says, will have to redefine trust and craft value-driven propositions that can survive in an era of AI-curated experiences and content saturation.
Citing projections from World Data Lab, Eyo explains that Gen Beta will be the most urbanized and globally distributed generation in history, with over 60% expected to live in cities by 2040. Their economic power will not be limited to high-income nations, challenging global brands to rethink regional relevance.
Additionally, Gen Beta is forecasted to spend over $113 billion on consumer electronics by 2035, as online gaming and immersive tech become their primary source of entertainment.
Yet, despite their digital indulgence, Eyo highlights that economic pragmatism will define their buying behavior:
Eyo’s reflection concludes with a powerful challenge to business leaders:
The question isn’t whether you’re ready for Gen Beta. It’s whether your business model can survive a generation that thinks like AI, spends like economists, and solves problems you haven’t even identified yet.
As a seasoned leader with over two decades of cross-functional experience in advertising, brand management, sales, and communications across both agency and client sides, Ekeno Eyo has built a reputation for identifying emerging shifts long before they hit the mainstream. Through his role at The REDWOLF Company, he continues to drive strategic thinking and innovation across Africa’s marketing ecosystem.
