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Prudential welcomed both Generation Beta and its 150th anniversary on January 1, 2025, with a bold campaign that ties together innovation and legacy. Through its “Protect Your Life’s Work” platform, launched last year, Prudential highlights shifting perspectives on retirement.
In partnership with McCann’s Truth Central, Prudential unveiled the report Generation Beta: Redefining Life, Longevity, and Retirement, which predicts a future where this new generation lives longer, works in yet-to-be-invented jobs, and benefits from transformative healthcare advancements. Notably, half of surveyed adults believe cancer could be cured within Generation Beta’s lifetime.
To bring these insights to life, Prudential and McCann New York introduced “The Beta Baby Bonus,” offering $150 to every baby born in the U.S. on January 1, 2025. This seed amount has the potential to grow to $100,000 by retirement, reflecting Prudential’s commitment to empowering each generation to secure their financial future. The initiative reinforces the message “It’s never too early, or too late, to protect your life’s work,” and advocates for everyone to be able to live a better life, longer.
Parents of eligible newborns can apply for the bonus at www.prudential.com/betababies.