Gen Alpha and its perception of coolness
In an ever-changing world, where trends are constantly emerging, Beano Brain’s 2024 “Coolest Brands” ranking presents us with the preferences of the younger generations after collecting 100,000 responses from children and teenagers aged 7 to 14. The report reveals not only their favorite brands, but also the values and interests that shape their world.
It’s no surprise that YouTube takes the top spot, having recently surpassed Netflix. This dominance is testament to how the platform has become much more than just a video-on-demand site. For Generation Alpha, YouTube is the embodiment of all their interests, an interactive platform where video games, tutorials, humor and music videos come together. In their imaginations, YouTube is not just a consumer space, but a veritable ecosystem where entertainment and learning coexist.
YouTube’s reign also highlights an evolution in the relationship between younger generations and brands. No longer simply looking to consume, they want to interact, participate and identify with content that resonates with their aspirations. Influencers play a key role in this dynamic, helping to shape the opinions and buying behaviors of this generation.
In the top 10, Netflix, Nintendo, Nike and Lego also appear as pillars of popular culture. But this ranking doesn’t just paint a portrait of popular brands; it also reveals a more global trend. Today’s young people are enlightened, curious and demanding consumers. They expect brands to be authentic, committed and in tune with their values.
Ultimately, Beano Brain’s ranking invites us to reflect on the future of brands and their ability to evolve with the expectations of the Alpha generation. YouTube and the other players in the ranking are not just brands, they embody a new way of life, a new way of engaging with the world. In this context, “coolness” is not limited to popularity or creativity, but becomes a reflection of shared values and unifying experiences, shaping the cultural landscape of tomorrow.
