Understanding the shopping habits of Gen Z and Gen Alpha with Beano Brain

Understanding younger generations—their habits, preferences, and influences—is the key to future-proofing brands. Few are more adept at unearthing these insights than Helenor Gilmour, director of insights and strategy at kids insight consultancy Beano Brain. Drawing on decades of experience in marketing and consumer behavior, Gilmour has spearheaded strategies that connect brands to the fast-evolving worlds of Gen Z and Gen Alpha. In a recent conversation, she shared the methodologies behind Beano Brain’s success, the distinct characteristics of these generations, and how brands can effectively engage younger audiences.

A Career Rooted in Consumer Understanding

Helenor Gilmour’s journey to leading one of the most innovative kids insight consultancies began, fittingly, on the shop floor. “I left college with a marketing degree, and it was the 80s. Jobs were just not there. I ended up in retail, and it was the best grounding I’ve ever had,” Gilmour recalls. After moving into publishing, she discovered her passion for consumer insights, describing it as “the golden thread” running through her career.

Her path intersected with the iconic Beano brand in 2015, when she was asked to reimagine the beloved children’s comic for modern audiences. “We asked ourselves one key question: What would Beano be if we were inventing it today?” This led to the creation of Beano Studios and the eventual launch of Beano Brain, which now serves as an independent insights agency. “Our mission is twofold: to drive the Beano brand and also to support other brands in understanding kids and families today.”

Innovative Research Methods

At the heart of Beano Brain’s approach is a commitment to developing bespoke research methods tailored to understanding younger audiences. “We realized that traditional research data and platforms just weren’t suitable for the job, so we invented our own,” Gilmour explains. Beano Brain’s proprietary systems include a kids omnibus that speaks directly to children while adhering to stringent compliance standards, and longitudinal ethnographic panels that allow researchers to observe kids’ lives over time.

“We have panels in the UK, the US, and even China, and we believe that face-to-face contact is still essential. It’s where we get the nuggets of information and start to see trends emerging,” she says. These panels have logged over 1,200 hours of interviews, tracking kids from the age of 7 or 8 until their mid-teens.

This hands-on approach allows Beano Brain to capture playground chatter, budding trends, and cultural shifts—insights that are invaluable to brands seeking to resonate with Gen Z and Gen Alpha.

Understanding Generational Characteristics

While generational research is not an exact science, Gilmour offers a compelling breakdown of the differences and similarities between Gen Z (born roughly 1996 to 2010) and Gen Alpha (born 2010 onwards). She highlights key moments that define these cohorts, such as the introduction of the iPad in 2010, which marked the beginning of Gen Alpha.

“Gen Z are known for being tech-savvy but sometimes lacking social skills, particularly the older cohort who experienced key developmental stages during Covid,” she observes. “They’re also more activist, seeking ethical brands but balancing that with the realities of a cost-of-living crisis.”

Gen Alpha, on the other hand, are “individualistic, creative, and entrepreneurial.” Gilmour reveals a striking statistic: “Around 30% of kids in the UK have already made money from a skill or talent.” This generation is also highly accepting of differences. “They’re so accepting that it can be difficult to talk to them about differences—sometimes they just don’t see them.”

Yet, like Gen Z, they are change-makers. “While older Gen Z might be out there with placards, Gen Alpha are changing the world subtly, one action at a time, often calling out racism or standing up to bullying.”

The Brands That Resonate

What makes a brand “cool” to these generations? According to Gilmour, brands that succeed are those that are salient, easy to use, and clearly aligned with their values. “The brands that top our annual Coolest Brands survey include Netflix, YouTube, Nike, and Roblox,” she says. “These brands understand their purpose and how it relates to kids.”

Interestingly, nostalgia plays a significant role. “Kids are nostalgic too, though their nostalgia cycles are shorter—about five years. Brands like Nintendo capitalise on this beautifully.”

However, new entrants to the market face challenges. Gilmour points to the example of Prime, the drink launched by influencers Logan Paul and KSI. Despite its viral popularity, it failed to crack the Coolest Brands top 50. “The product didn’t taste great, and it was all about the brand talking about themselves rather than delivering for the kids.”

Lessons for Brands

For brands looking to engage with Gen Z and Gen Alpha, Gilmour’s advice is clear: understand them and remove barriers to entry. “It’s amazing how many retailers don’t make children feel welcome, particularly tweens and teens shopping on their own,” she notes. “McDonald’s does this brilliantly with its digital ordering systems that allow teens to avoid interacting with staff if they don’t want to.”

She also emphasises the importance of multi-platform engagement. “Kids still love a shopping trip, but it’s part of a larger experience. Brands like Sephora have nailed this, creating a welcoming space for tweens and teens while leveraging platforms like TikTok to drive interest.”

Trends Shaping the Future

Gilmour identifies several key trends that brands should watch, including sustainability, reselling, and the rise of aesthetics-driven consumption. “Reselling has been huge, and it’s not gender-specific. Boys resell games and consoles; girls use platforms like Vinted and Depop to fund their lifestyles.”

Aesthetics—think “clean girl” or “preppy”—are also influencing beauty and skincare purchases. “Brands like Bubble Skincare and Sol de Janeiro are aligning themselves with these aesthetics, and Sephora is the go-to retail destination for this demographic.”

Finally, the cost-of-living crisis is shaping how kids and families approach spending. “There’s a greater focus on value for money, but they’re still kids. They’ll nudge parents for things they want, but they’re more aware of financial pressures.”

The Road Ahead

As Gen Z and Gen Alpha continue to shape the consumer landscape, brands must be brave, adaptable, and willing to listen. Gilmour leaves us with a thought-provoking question for brands: “What can you do to be brave and engage with these generations?”

In a world where the younger consumer holds increasing sway, understanding their motivations and values isn’t just a marketing strategy—it’s a necessity. Thanks to pioneers like Helenor Gilmour, brands have a roadmap for navigating this dynamic and exciting future.