The 2023 Coolest Brands Report by Beano Brain, a specialist insights agency focusing on kids and family dynamics, unveiled a game-changing shift in the hierarchy of cool. According to the report, Netflix has replaced YouTube from the No. 1 spot in the UK, but YouTube has retained its No. 1 spot in the US.

This vibrant report, curated through a year-long study involving 60,000 youngsters aged 7 to 14, unfolds a captivating narrative. The research journeys deep into the hearts and minds of Generation Alpha, revealing their preferences, affinities, and the brands that spark their imagination.

Standing tall alongside Netflix, brands like McDonald’s, Nike, and the newcomer Oreo clinched spots in the coveted Top 5. The unique aspect of this year’s report is its expansion, encompassing 100 Coolest Brands instead of 50 from the previous year. Beano Brain’s team, after a year-long engagement with kids and teens, discovered that Gen Alpha is not only discerning but also holds a high bar for brands.

Generation Alpha is a tech-savvy generation which demands content depth, continuous updates, cross-platform integration, and a touch of authenticity. The study unraveled that while they may not all be full-fledged activists, they value environmental conservation and kindness. This generation expects brands to give back and is vigilant about online safety.

Netflix’s Triumph: The Key to its Success

At the epicenter of this coolness phenomenon, Netflix stands as a powerful emblem of streaming excellence. Beyond a mere content provider, it has become an avenue of exploration for Gen Alpha. With its diverse catalog, from universally thrilling series like “Stranger Things” to the nostalgic feel-good factor of shows like “Wednesday,” Netflix captures the pulse of both kids and adults.

The Recipe for Coolness: Depth, Occasion, and Boldness

Netflix’s triumph reflects a larger pattern – brands that align with Gen Alpha’s criteria for coolness reap rewards in nurturing lifelong fans. Brands that boast clear propositions and an authentic sense of occasion strike chords with this generation. Collaborations, like Nike’s Chunky Dunkys with Ben & Jerry’s, are a ticket to their hearts. Also, brands that embrace boldness, whether in addressing puberty (Disney’s “Red”) or championing diversity (“Little Mermaid”), score extra points.

The 100 Coolest Brands rankings by Beano Brain provide brands with a direct insight into the hearts of kids and teens. With the unfiltered opinions of the future’s decision-makers, these rankings serve as a roadmap for resonating with both kids and parents, ensuring a legacy of brand loyalty through the generations.

Pete Maginn, Beano Brain’s Managing Director of Commercial Insight, affirms that these insights offer brands a priceless opportunity to grasp the nuances of what kids truly love and why. The 2023 Coolest Brands Report is a window into the evolving landscape of coolness and a guiding light for brands aiming to weave themselves into the tapestry of Generation Alpha’s daily lives.

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