The kids are alright: The Beano’s insights on Gen Alpha in lockdown

Beano, the children’s publisher, has undertaken research into how its target audience is coping with life during lockdown.

Why it matters

Amid the understandable concerns around the health of people and the economy, the needs of children have tended to come further down the list – but this lockdown period will be a formative experience for this generation that brands will need to appreciate both now and in the future.

Takeaways

  • Most children in the UK and US are more bored than worried during the pandemic. Brands should look for ways to alleviate that boredom.
  • Media consumption is changing as children shift from “traditional” video apps like FaceTime to newer ones like Houseparty; connecting via gaming sites...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands