Press Release

'Baby Steps' Toward Retirement: Prudential Gives Generation Beta a Savings Kick Start and Launches First-of-Kind Study

Issued by Prudential Financial, Inc.

Jan. 2, 2025

First-of-its-kind report reveals what the future may hold for Generation Beta, and the “Beta Baby Bonus” offered today inspires early financial action

NEWARK, N.J. -- 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.¹

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 Generation 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.

¹ These amounts do not reflect actual investments and are provided for illustrative purposes only. They are not intended as investment advice or an investment recommendation. Estimated amounts were calculated using a standard annual compounding interest rate equation of 9.75% annually. Actual results may vary. You should carefully consider a variety of options when determining how much money you will need to save for your retirement. If you need investment advice, please consult with a qualified professional. It is possible to lose money when investing.

Generation Beta: A Prudential Study was conducted by McCann Worldgroup Truth Central on behalf of Prudential. This large-scale quantitative study surveyed 2,008 Americans aged 18+ between Nov. 1 and 7, 2024. For more information about McCann Worldgroup Truth Central click here.

About Prudential

Prudential Financial, Inc. (NYSE: PRU), a global financial services leader and premier active global investment manager with approximately $1.6 trillion in assets under management as of Sept. 30, 2024, has operations in the United States, Asia, Europe, and Latin America. Prudential’s diverse and talented employees help make lives better and create financial opportunity for more people by expanding access to investing, insurance, and retirement security. Prudential’s iconic Rock symbol has stood for strength, stability, expertise, and innovation for nearly 150 years. For more information, please visit news.prudential.com.

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