{"id":11434,"date":"2026-04-16T13:39:28","date_gmt":"2026-04-16T17:39:28","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/04\/16\/cracking-gen-alpha-what-brands-need-to-know\/"},"modified":"2026-04-16T13:40:20","modified_gmt":"2026-04-16T17:40:20","slug":"cracking-gen-alpha-what-brands-need-to-know","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/cracking-gen-alpha-what-brands-need-to-know\/11434\/","title":{"rendered":"Cracking Gen Alpha: What Brands Need to Know"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In this episode, Helenor Gilmour, Head of Beano Brain, joins us to share insights on Gen Alpha, the youngest and savviest consumers today. We explore what makes brands \u201ccool\u201d with kids, how heritage names like Lego and KitKat stay relevant, and why safety, humor, and authenticity are shaping the future of marketing to this generation. Helenor breaks down the top brands kids love and what lessons marketers can take from them.<\/p>\n\n\n\n\n\n\n\r\n\r\n\r\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n<iframe style=\"width: 100%; height: 200px; border: 0 none;\" src=\"https:\/\/art19.com\/shows\/b51bbc8f-e283-4893-b6df-e6a191d4a0fe\/episodes\/1d7ff14f-4a6e-4068-a1d8-e3d5b31dd111\/embed\" scrolling=\"no\" sandbox=\"allow-scripts allow-popups allow-popups-to-escape-sandbox\"><\/iframe>\n\n\n\n\n\n\n\n\n\n\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/aw360-live\/id1843969378\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/1kt7xYMnLpLcaVT3d98IX5\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>Helenor Gilmour, Head of Beano Brain, joins us to share insights on Gen Alpha, the youngest and savviest consumers today. We explore what makes brands \u201ccool\u201d with kids.<\/p>\n","protected":false},"author":7,"featured_media":11435,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[36,23],"class_list":["post-11434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-aw360-live","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cracking Gen Alpha: What Brands Need to Know | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/cracking-gen-alpha-what-brands-need-to-know\/11434\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cracking Gen Alpha: What Brands Need to Know\" \/>\n<meta property=\"og:description\" content=\"Helenor Gilmour, Head of Beano Brain, joins us to share insights on Gen Alpha, the youngest and savviest consumers today. 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