Brands engaging younger audiences are operating under a flawed assumption: simply being present where kids and teens spend their time - YouTube, TikTok, or gaming platforms - is enough to build meaningful connections.

The reality is that youth audiences, particularly Gen Alpha and Gen Z, are complex. They continuously move between experiences in a hyper-fragmented media landscape - immersed in (and defining) cultures that move fast.

It’s been hard for brands to delve any deeper than age and gender demographics for good reason, given the legislation in place to ensure their online safety. But now, by leveraging safely aggregated data, companies can adopt an audience-based strategy to engage more effectively with kids and teens, connecting with them based on their likely passions, fandoms, and the values that drive their behaviour.

A one-size-fits-all approach isn’t working

Many brands lump kids of vastly different ages into the same marketing bucket. A 6-year-old and an 11-year-old may both enjoy watching YouTube, but their interests, cognitive development, and engagement levels are worlds apart. This invariably leads to irrelevant messaging, and a failure to build real relationships with consumers who can be lifelong customers. If brands want to secure long-term loyalty, they need to understand the passions and fandoms that drive young consumers.

We recently conducted research that highlights that kids and teens form strong emotional bonds with their interests. These aren’t just fleeting hobbies - they’re a reflection of identity and social belonging. In fact, 74% of young audiences feel more connected to brands that share their interests or engage with their passions in some way. Brands striving to foster authentic relationships with youth audiences need to ensure that brand interactions are grounded in trust and aligned with their values.

Beyond usage: Why passions and fandoms matter more than ever

Understanding where young audiences spend their time is helpful, but the real key to meaningful engagement lies in understanding why they are drawn to certain experiences.

Passions - like gaming, sports, or music - are deeply personal and shape how young people see themselves. Fandoms, on the other hand, provide a social framework, creating communities where kids and teens connect with others who share their enthusiasm. The brands that truly resonate with younger generations are those that align authentically with these elements.

While young people are naturally drawn to brands that share their interests, over two-thirds of kids and teens believe brands could do more to connect with them in these ways.

Take Lego, for example. The brand has done a great job of tapping into existing fandoms through collaborations like Leo Fortnite and Lego Star Wars. By connecting kids’ passions with interactive, immersive experiences, Lego creates meaningful interactions that go beyond just a purchase, fostering a deeper connection between the brand and the broader interests of its audience.

Thinking differently

If brands want to engage Gen Alpha and Gen Z meaningfully, they need to rethink their approach. Here are four key points to consider:

1. Move beyond basic demographics

Instead of relying solely on age, gender, and generalised platform data, brands should focus on understanding the values, behaviours, and engagement patterns of their audience. This means looking at what kids and teens are passionate about, how they interact with their fandoms, and what emotional needs these communities fulfil.

For instance, a brand engaging gamers should consider why they are drawn to gaming: Is it for social connection? A sense of achievement? Creativity? Understanding these deeper motivations enables brands to craft campaigns that truly resonate.

2. Engage authentically, not opportunistically

Kids and teens are incredibly savvy when it comes to spotting inauthentic marketing. Simply slapping a logo onto a popular trend isn’t enough - brands need to integrate thoughtfully into the content and communities young audiences care about.

For example, 74% of surveyed kids and teens say that brands need to represent creativity in their content and experiences. For a company to authentically connect with this value, they need to reflect what role their products or brand should play in a creative engagement or empowerment.

3. Leverage fandoms to build deeper connections

Not every brand can create its own fandom, but every brand has the opportunity to connect with existing ones. By understanding which fandoms resonate with their key audience, brands can build relevance by collaborating with popular franchises, creators, and gaming ecosystems.

On average, young people have four active passions and two distinct fandoms at any given time. Passions, typically seen in children aged 6-11, reflect stable interests, while fandoms evolve as kids progress through different developmental stages. These fandoms are highly engaged, with 9 out of 10 kids connected to one. Through fandoms, kids and teens connect with others who share their interests, and brands can tap into this sense of belonging to become a meaningful part of these experiences.

Nike, for example, didn’t just market sneakers to Gen Z; it entered the gaming world with custom collaborations in Fortnite and Roblox. By embedding itself into these digital spaces, Nike becomes part of the experience rather than an intrusive ad.

4. Recognise that brand loyalty begins at a young age

One important but often overlooked aspect of youth marketing is how early brand loyalty takes root. Our research shows that by the time kids reach their mid-teens, their brand preferences are often set for life. If brands don’t connect with young audiences before this point, they risk missing the opportunity to become a lasting part of their future choices.

This means that engaging kids isn’t just about quick sales. It’s about building genuine, long-term relationships. By focusing on creating trust and meaningful connections early on, brands can help plant the seeds of brand loyalty that will grow over time, becoming a part of a young person’s identity well into adulthood. Ask yourself, do you still wear the brand of deodorant you wore when you were a tween? Do you still have an affinity for Nike over Adidas like you did as a teen? This highlights the value of building brand affinity with younger audiences.

The future of youth marketing

The data is clear: Gen Alpha and Gen Z want brands to do more to connect with them meaningfully. The brands that get it right will not only capture attention today but secure loyalty for years to come.

Youth audiences are drawn to brands that align with their sense of identity and reflect their values. Passions and fandoms are some of the key ways kids and teens express and engage with their value systems. Connecting with young people through this interplay helps to create deep emotional bonds.

It’s time for brands to go deeper—to understand why kids engage with certain passions, how they form emotional connections, and what truly drives their loyalty. That’s the real key to winning over the next generation.