Bracing for Gen Beta: How tech is supporting stressed-out parents
Born between 2025 and 2040, Generation Beta is here. Their Gen Z parents – manoeuvring a world marked by mental health, financial and climate crises – will need support bringing up this generation. This creates significant opportunities for consumer tech products.
Why are parents turning to tech?
It’s no secret that parenting is challenging. The transition to parenthood is anxious and overwhelming – even when people know what they’ve signed up for. In the US, 62% of parents say parenting is ‘somewhat’ or ‘a lot’ more difficult than they expected (Pew Research Center).
Parents are time-poor, burnt out and overwhelmed by the state of the world they’re bringing their children into. It’s no wonder that they’re desperately seeking solutions to ease the physical and mental burdens of childcare.
How can tech help?
Products offering reassurance, affordability and straightforward functionality are sure-fire winners.
Baby monitors and breast pumps have evolved to combine convenience with in-depth analysis. For instance, Maxi-Cosi’s See Pro 360° Baby Monitor showcases AI’s parenting potential, decoding baby cries with over 90% accuracy to instantly alert parents of their newborn’s needs.
Elsewhere, brands like Willow and Elvie are building next-gen breast pumps with discreet, hands-free designs that give parents the freedom to multitask on the go.
Baby tech devices are also starting to move from clinical medtech to sleek, modern designs that are more aligned with contemporary home and lifestyle aesthetics. Xiaomi’s Smart Camera Mother and Baby Care Edition comes in a Mellow Peach shade that wouldn’t look out of place in many modern homes.
Building generation-spanning brand loyalty
Supporting new parents in their most vulnerable moments is an opportunity to forge brand loyalty that could last for generations. If you can solve a problem during a time of stress or difficulty, parents will likely remember that impact for years to come.
Getting in early will help your brand become the go-to for any future children or even a legacy label for Gen Beta’s children.
Develop the next generation of tech-forward products and experiences
Understanding generations and their values is fundamental for long-term strategies. Through WGSN’s STEPIC methodology – which analyses social, technological, environmental, political, industrial and creative changes – we explore the macro factors that will impact Betas and other generations.