2025 represents the first time in history seven generations (eight, if you count centenarians) will be alive at the same time, with Gen Beta joining the party.
Babies born this year will be the first cohort of Gen Beta, a fact that has been identified by research company McCrindle as one of the trends to watch this year.
In a preview of its Trends of 2025 report, it said the pace of generational change was accelerating, and organisations needed to recognise the shifts to engage in a way that was relevant to each.
“For the first time in history seven generations* will be alive at once, with the arrival of Gen Beta.”
It said Gen Alpha (those born 2010-2024) were now the largest generation in history, while the oldest Gen Zs (1995-2009) would turn 30 this year and many Gen Ys (1980-1994) were now closer to 50 than 25.
“Gen X (1965-1979) are approaching retirement with the oldest turning 60. Baby Boomers (1946-1964) are entering their retirement years with different expectations, while Builders (1925-1945) are focusing more on relationships and building a legacy.”
The company identified another four trends to be aware of in 2025.
Big Build
It stated population growth was at record levels, largely driven by net overseas migration which was now twice what it was in 2019.
“The pace of growth is outstripping infrastructure growth and the pressure on cities is mounting.
“To maintain the lifestyle that Australians know and indeed the lifestyle many are coming to Australia for, there is a need for the big build in both homes and infrastructure.”
It said there was also opportunities for organisations, with regional sprawl, culturally diverse customer bases, and a longevity boom bringing engagement beyond traditional target audiences.
Productivity Paradox
The report stated that as governments looked for increased workforce participation, workers were prioritising work-life balance.
“Where productivity has historically increased with an industrial model of systems, workers are looking for an artisan approach to curating their career.”
It stated a generic increase in demands on individual workers was unlikely to yield productivity gains, with many already running at maximum capacity.
“Understanding workers and addressing the secret cost of low engagement could help unlock the next wave of productivity.”
Consumer Compromise
The McCrindle report stated as cost of living pressures increased, consumers were faced with the tough decision of living according to their values or their means.
“With finite resources, organisations are also challenged to make trade-offs, however, disregarding social responsibility values is not the way forward.”
It said ethical creation had become a hygiene factor where organisations needed to have a whole-of-life product focus, and a circular economy built in.
“While the current cost of living is a wave crashing the shore for many, the desire for social responsibility is the tide that is changing the consumer landscape.”
Digital Detox
The report suggested there was a shift from tech optimism to tech scepticism.
“Social media has evolved from a platform that enables people to connect and contribute to one that people consume.
“The impacts of social media are anything but social and many are taking steps to try and reduce their social media usage.”
It stated across society there was a desire for meaningful human connection.
“True community, however, doesn’t just happen, it needs to be facilitated. While today’s world is still digital first its leaders have an opportunity to facilitate and model what true community looks like.”
* Newsreel acknowledges The Greatest Generation (born 1901-1924) which makes up well under one million of the world’s population of more than 8.2 billion people – Ed
