ABOUT

Beano Brain is the specialist insights consultancy from Beano Studios. Born from decades of engaging kids and families with Beano it now helps other brands and companies form their own connections with Gen Alpha, Gen Z and their Millennial parents.

In 2020 we saw kids rise up and use their voices and time to help causes they were passionate about and it led us to wonder - what does rebellion look like for these younger generations who operate in much flatter, democratic family structures and are much more likely to cite their parents as friends rather than foes?

In our landmark white paper Getting to Know Gen Alpha (2019), we identified this emerging generation as young activists. And from tracking kids and teens over the last ten months, our latest white paper out today The New Rebellion reveals that Generation Alpha have the potential to make the greatest societal change of any generation.

Our report differentiates evolutionary youth rebellion versus generational rebellion. Our analysis shows that instead of anarchy and acts of rebellion, which were rites of passage for previous generations, Gen Alpha are carrying out daily acts of activism which will drive change just as effectively.


Rather than grand gestures, rolled eyes and strops we are seeing a generation who are responsible, frown on destruction and bad behaviour and will challenge everyday injustice.

Under pressure and with realistic ambitions, they are solution focused and willing to innovate and use technology to drive change. Compared to previous generations they share so many values with their parents (and grandparents!) and will work with them to take society and government to task.

In The New Rebellion, we reveal it won't be a rebellion that previous generations will recognise or even be aware of, Gen Alpha's greatest rebellion will be changing the world by stealth.

If you'd like to know more please just get in touch!