Which brands are cutting through with Gen Alpha in 2025, and why?

"Still getting your head around Gen Z? Well, it's time to get a wiggle on. The next generation, Gen Alpha, is already here, and they're rewriting the rules of brand engagement faster than most creatives can keep up. Born between 2010 and 2024, Generation Alpha now numbers around two billion globally, with the eldest now entering their mid-teens. These are the so-called "iPad Kids", the first generation born entirely in the 21st century, with no memory of a pre-smartphone world."

"And whether you think generational labels are marketing BS or not, here's the thing. Your clients are talking about Gen Alpha, stakeholders are obsessing over them, and this generation is already wielding massive consumer influence. As I explored in my previous article, 10 things creatives need to know about Gen Alpha, these kids have grown up in online spaces like Roblox, Minecraft and TikTok; creating content as much as consuming it. They're culturally diverse, digitally fluent, and, frankly, more brand-literate than most seasoned marketing professionals."

"Which brings us to Beano Brain's newly released 2025 Coolest Brands report. Based on a year-long study of 12,000 UK children aged seven to 14, it reveals exactly which brands are winning with this generation, and why. And trust me, the lessons here are gold dust for everyone working in the creative industries. Sophisticated consumers Let's start with a reality check. Gen Alpha may be young, but they're remarkably sophisticated consumers. This sophistication explains why so many "adult" brands populate the top 100, and how the boundary between children's and adult brands is dissolving."

Generation Alpha, born 2010–2024, numbers around two billion worldwide and includes preteens entering their mid-teens. They are the first generation with no memory of a pre-smartphone world and are native to online spaces like Roblox, Minecraft and TikTok, creating content as frequently as consuming it. A year-long Beano Brain study of 12,000 UK children aged seven to 14 identifies which brands resonate and shows that many adult brands now rank highly. Gen Alpha's cultural diversity, digital fluency, and brand literacy are dissolving barriers between children's and adult brands and reshaping brand engagement strategies.

Read at Creative Boom