‘Baby Steps’ Toward Retirement: Prudential Gives Generation Beta a Savings Kick Start

Today Prudential Financial, Inc. (NYSE: PRU) joins the world in welcoming Generation Beta (people born Jan. 1, 2025, to Dec. 31, 2039) by commissioning a first-of-its-kind report, Generation Beta: Redefining Life, Longevity, and Retirement, that reveals how Americans envision the future, and how technological, social and economic shifts will impact their financial security. 

To celebrate this new generation and encourage a head start on living a better life, longer, Prudential is kick-starting their retirement savings by offering the Beta Baby Bonus. Beginning today, parents or guardians of a “Beta baby” born in the United States on Jan. 1, 2025, can apply to receive $150 to put toward saving for their future. This amount, which also commemorates the company’s 150th anniversary in 2025, has the potential to grow to approximately $100,000 by age 70 if invested toward retirement savings.

The campaign launches with the “Generations” film which interviews Boomers, Gen X, Millennials and Gen Z on what defines their generation. With every generation known for something, Generation Beta is a generation that could live longer than ever before. Directed by award-winning director Chris Smith, the film will live across national TV, OLV, Digital, OOH and social 

With this generation predicted to live longer than those before them and possibly spend longer in retirement, the call to action of  “It’s never too early, or too late, to protect your life’s work” advocates for everyone to be able to live a better life, longer. 

For parents to receive the $150 for their new born child on January 1, 2025, they must apply here.

New research commissioned in tandem with the Beta Baby Bonus shows that Americans are already worrying about this new generation’s financial journey, in addition to their own retirement security. Eighty percent of prospective Generation Beta parents agree that, in an ideal world, parents would start saving for their child’s retirement from birth. In fact, the No. 1 regret among current and prospective parents is that they “didn’t save more for retirement.” 

“As a first-time parent, I understand how daunting financial planning can be for a family,” said Brandon Goldstein, ChFC®, financial planner with Prudential Financial. “While you can’t predict the future, you can plan for it from day one. My son’s future starts with me and how we plan for it as a family. Most new parents think about updating their healthcare plans or insurance policies, but that’s only the beginning. Reassessing your budget to ensure you’re accounting for long-term savings goals and factoring in expected rising costs for the entire family is a critical step.” 

With a generation that may not retire until the 2100s, what might Generation Beta’s world look like? Prudential’s new report, Generation Beta: Redefining Life, Longevity, and Retirement, explores that and its impact on their financial future. Key findings include: 

• Life: How Generation Beta will work and live will look vastly different, with 86% believing Generation Beta will have jobs that haven’t been invented yet and 68% believing that Generation Beta will have more pets than children, shifting the dynamics of retirement, financial solutions and generational caregiving. 
• Longevity: Generation Beta is predicted to live longer than those before them, and the study reveals optimism about a healthcare revolution that will transform their lives — with half of adults believing that cancer will be cured by Gen Beta. This advancement will lead to extended life spans that will require increased financial preparation and evolved retirement models.
• Retirement: Today’s retirement norm may become a relic of the past, with more than half (58%) of parents and prospective parents thinking their children will never retire. The survey participants estimate that Generation Beta will need approximately $1.88 million to sustain retirement.

For nearly 150 years, Prudential has grown to become a rock millions have relied on by expanding access to investing, insurance and retirement security. Prudential offers a range of ever-evolving retirement strategies that can help build and protect your life’s work, no matter what the future brings. The Generation Beta: Redefining Life, Longevity, and Retirement report and the Beta Baby Bonus underscore Prudential’s commitment to encouraging every generation to take action in securing their financial future. 

Visit the Prudential Newsroom to learn more, or find a local financial professional here. To apply for the Beta Baby Bonus, please visit www.betababybonus.com.

Richard Parkinson, chief brand officer, Prudential Financial, Inc. said, "This year Prudential celebrates 150 years as a company.  And we wanted to look ahead to the next 150 years. With the birth of Generation Beta, we’re helping ensure they can become the most financially prepared generation in American history. But more than that, we want everyone to be able to see that big things can come from early starts."

Shayne Millington, chief creative officer, McCann New York said, "It's not every day a new generation is born. So we needed to made the most of a once-in-a-generation event. We’re beyond proud to be able to launch something as ambitious and heartfelt as the Beta Baby Bonus.  And we’re just as proud to be able to partner with a company like Prudential that lives, breathes, and builds on their mission to help all people live a better life, longer. Of all the things Generation Beta has to look forward to, we’re so happy retirement will be one of them.