WASHINGTON (TNND) — Generation Beta, the cohort born between 2025 and 2038, is projected to make up 18% of the world's population by 2050, according to the World Economic Forum.

This generation, primarily the offspring of Millennials and Gen Z, is expected to be the most urban generation ever, with a significant shift from rural to urban living. Currently, only half of Generation Beta babies are born in cities, but this figure is anticipated to rise to 58% by 2040, surpassing both Generation Alpha and Gen Z in urban residency.

The BBC reports that Generation Beta will grow up with artificial intelligence integrated into various aspects of life, from healthcare to education. They will experience self-driving cars and virtual immersive experiences as part of their daily lives, with online gaming and consumer electronics replacing traditional toys.

The World Economic Forum also suggests that Generation Beta will generally be more prosperous than their Gen Z parents at the same age. Factors contributing to this include learning from their parents' struggles, being AI natives, and having access to better mental health care.

Experts emphasize the need for businesses to prepare for Generation Beta in the workplace. These future employees will expect seamless technology, flexible work arrangements, and companies that prioritize purpose and well-being. Work-life balance, mental health, and meaningful impact will be non-negotiable expectations. According to a Forbes Magazine report, companies that adapt now will be more attractive to Generation Beta as they enter the workforce.