Netflix has secured the top spot in Beano Brain’s 2023 Coolest Brands list, overtaking last year’s winner, YouTube. The annual report, conducted by the family insight agency and based on a survey of 60,000 children aged seven to 14 in the UK, also revealed McDonald’s and Nike as the second and third coolest brands, respectively. Oreo, a newcomer to the list, claimed the fifth spot.
Interestingly, there are no UK brands in this year’s top 10. The highest-rated UK brand is Harry Potter, which dropped from 11th place last year to 32nd place this year. Furthermore, the BBC experienced a significant fall, dropping 28 places from 43 to 71. Minecraft, a popular video game, also saw a decline in its ranking, slipping 22 places to 28. The report attributes this to Minecraft’s failure to maintain its appeal beyond its predominantly male fanbase, although it still remains popular among boys, ranking at number 11.
Despite much hype surrounding it, PRIME, an energy drink endorsed by YouTube stars KSI and Logan Paul, ranked disappointingly low at 82. On the other hand, previously top-ranking brands like Amazon and Apple experienced a decline, dropping out of the top 10 this year.
The survey, which doubled in size from 50 to 100 this year, was conducted over a year by the Beano Brain team. They engaged with Generation Alpha, young people aged seven to 14, directly, without filtering through parental opinions. This approach aimed to provide an authentic reflection of what brands resonate with kids and why they hold appeal.
According to Pete Maginn, the Managing Director of Beano Brain’s commercial insight division, the survey’s rankings offer valuable insights for brands seeking to connect with the entire family. Maginn emphasizes that understanding what children genuinely love and how brands integrate into their daily lives can inform smart business decisions.
Helenor Gilmour, the Director of Insight at Beano Brain, describes Generation Alpha as a highly creative and critical consumer generation with expectations surpassing those of adults. She highlights the significance of brands being present during key life moments, such as Apple releases or the beloved tradition of dunking Oreos. McDonald’s scored well due to its FIFA World Cup promotions and Fun Football Centres, while Nike excelled during back-to-school periods.
Gilmour also emphasizes the influence of collaborations on Generation Alpha, who were raised in the YouTube era and are enthusiastic about influencer partnerships. She cites Nike’s collaboration with Ben & Jerry’s on the Chunky Dunkys as an example. Gilmour adds that Gen Alpha is still in the process of shaping their opinions and favors brands that show boldness, such as Disney’s approach in addressing puberty in the movie Red or championing diversity in the live-action adaptation of The Little Mermaid.
In conclusion, Netflix has emerged as the coolest brand among UK children aged seven to 14, according to Beano Brain’s 2023 Coolest Brands Report. With YouTube losing its first-place position, McDonald’s, Nike, and Oreo round out the top five. The absence of UK brands in the top 10 highlights the preferences of this particular generation. Brands that resonate with the entire family and can tap into key life moments are more likely to rank highly. Additionally, collaborations with influencers are a significant factor in capturing the attention and loyalty of Generation Alpha.
