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What makes a brand cool for kids and teens?

By Helenor Gilmour, Director of Insight


We’ve spent the last year trying to answer just that. Gathering spontaneous mentions from hundreds of hours of interviews with kids and teens. Observing first-hand what brands kids are wearing, chatting about and coveting. And leaning on the expertise of our Longditudinal, ethnographic, Trendspotter panel. The result is a top 50 that draws from various sectors: gaming, social media, retail, entertainment, hospitality and more.


Not only does our list highlight the broad range of brands that kids (7 – 14) interact with: online and offline, nostalgic and new media but it also highlights the increasing discernment of Gen Alpha.



This is a generation where expectations and benchmarks are high. Where depth and breadth of content, full integration across multiple platforms and next day delivery are simple hygiene factors. A generation that expects guardianship of the planet and giving back alongside innovation and safety protocols.


So the qualities that make a brand stand out for kids can be markedly different than those for adults. Brands that help Gen A “fit in”, yet also express their individuality score highly.

Those that not only allow their audience to influence and interact with the brand but actively embrace and encourage their creator communities stand out.


To hear from Helenor on what makes a coolest brand, please get in touch. We’re here to help

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