Gen Alpha, kids born from 2010 onwards, are redefining how brands engage with the youngest generations. The culture they are growing up in is radically different even from their Gen Z predecessors. They are digital savvy and brand savvy and as a result, their expectations and their opinions are flipping the script on how brands should behave and engage with them.
Our Beano Brain 100 Coolest Brands 2025 report isn’t just simply a ranking of what’s cool, it’s an insight into how all brands need to approach the next generation of consumers (and it takes more than a clever rebrand). This year's report uncovered the latest set of golden rules to determine what makes a brand truly cool – and what makes it less so. Jumping on every meme? Cringe. Engaging with culture meaningfully? Cool.
