Brands built on shareability connect with Generation Alpha. This is according to new research from Beano.

The Beano brand team spent a year talking to Generation Alpha (7 to 14 year olds) to get under the skin of what brands they connect with. The result is a ranking of the coolest brands, topped by brands built on shareable content; with Netflix and YouTube ranking first and second place respectively.

The research reveals that much of the brand’s success can be attributed to the Netflix Originals series, especially the shows and movies that feed kids' and teens' desire for darker plots, themes and characters. The hugely popular Wednesday and Stranger Things series, for example, appealed to adults and children alike as the cultural currency of nostalgia lends greater cut through with adults without diluting the appeal to Generation Alpha.

Notably, the research underlines that a greater number of brands are being spontaneously talked about by children. A trend that the report describes as ‘kids having more brands on their brain.’

The Netflix effect

The report revealed that 72% of UK kids aged 7 to 14 think Netflix is cool. Putting the brand in the top spot of 2023’s Coolest Brands.

Explaining the secrets to Netflix’s success, Helenor Gilmour, Director of Insight at Beano Brain, said: “Netflix reigns supreme as the king of the streaming services. Its ever-changing catalogue means kids feel it’s impossible to tire of the streaming platform.”

She continues: “There is something for everyone and every mood and it opens a door for kids to explore the world beyond their doorstep. They can discover captivating content from across the globe and feed their desire for darker themes with shows like the hugely popular Wednesday and Stranger Things series, which provided universal thrills for kids and adults alike, with a feel-good side of nostalgia for the latter.”

Gilmour added: “Netflix is number one at meeting Gen Alpha’s needs from a brand when it comes to having a clear and salient proposition, the ability to create a sense of occasion to share with family and friends and exposure to interesting collaborations and edgy, sometimes dark, content that helps them explore the socio-economic landscapes and shape their opinions within a safe space.”

Great expectations

Marketers are well-versed in the demands of ‘always on’ consumers but for Generation Alpha this concept stretches not just into always consuming content, but expecting far more from the brands that deliver it.

Gilmour believes that Generation Alpha is increasingly discerning and has higher expectations than adults when it comes to content. They expect both depth and breadth,  as well as continuous updates such as spin-offs and new products. This extends to content availability on demand, full integration across platforms and speed – be that super-fast broadband or same-day delivery.

This expectation also extends to the behaviour of brands creating the content. While Beano’s research underlines that while this generation ‘may not all be full-Greta’, saving the planet is one of their most important issues.

Notably being kind is also cool. There is an expectation that brands should give something back.

The power of experience

2023’s Top 10 heavily features brands that lean into experiences and special moments and help create a sense of occasion. This doesn’t have to be a huge event; it can be rooted in simple daily pleasures (such as an Oreo) or in being there to support key life moments such as September’s looming ‘back to school’.

As Gilmour explains: “Kids love a sense of occasion from Apple releases to the ritual of Oreo dunking and they love sharing these with their families. Brands that are there at key life moments will rank highly for cool. Mcdonald's scored well for their FIFA World Cup promotions and Fun Football Centres while Nike is King when it’s back to school.”

Gen Alpha are also primed to celebrate brand collaborations and embrace brands that are brave when it comes to championing diversity or helping them navigate life stages such as puberty.

Notably, the research highlights the challenges of shallow branding. According to the research energy drink Prime, created by KSI and Paul Logan, has failed to drive ‘real cool’ with young consumers. As the report reveals: ‘Our analysis shows that a brand salience and a clear proposition is crucial and beyond the hype it is unclear to kids and teens what Prime does stand for and what it represents.’

Simplicity and collaboration 

The brands that topped the chart also all share a simplicity of brand proposition. As Gilmour explains: “Kids love brands with salience and a clear proposition. It’s why Nike (Just Do It!) is cooler than Adidas and why Pringles, with their mouth-pleasing texture and shape are cooler than Walkers.”

Yet, equally many of the brands in the top 10, such as Oreo, have supercharged their collaboration over the past 12 months. A reflection of the back that a clarity of brand positioning does not equate to simply standing still. Creative collaboration is key to driving cultural currency with Generation Alpha.

“Gen Alphas are the original YouTube generation raised on influencer collaborations, and so their discovery and loyalty are often driven by collaborations such as Nike Chunky Dunkys in collaboration with Ben & Jerry’s,” adds Gilmour.

The power of gender-neutral standing 

The report reveals that brands that appeal equally to boys and girls perform well. The research underlines that stereotyping should have no place in modern marketing. For while clothing retailers continue to create merchandise for ‘gamer boys’ modern gaming is gender-neutral.

The research reveals that 61% of UK girls think Roblox is cool, compared with 54% of boys who think it's cool. A statistic which highlights the fact that not stereotyping Generation Alpha is good for both society and business.

As Gilmour explains: “Generation Alpha are still finding their way and shaping their own opinions, and they really get behind brands that are brave such as Disney tackling puberty in the movie Red or championing diversity in the live action Little Mermaid.”

As this young generation continues to find its voice the key for brands is to accurately reflect and respect their unique lived experience. Assumptions are where creativity goes to die.