What does shopping really mean to Gen Alpha and how are they reshaping retail?
At Beano Brain, we’re kids’ experts, specialised in understanding Gen Alpha and Gen Z. We work with children ethically, sensitively, with full parents’ consent, to hear directly from them what matters in their lives.
Over the past year, we have listened to families across the UK and US sharing what shopping means to them. Gen Alpha: Born to Shop explores how kids are reshaping retail in ways many brands still underestimate.
“Gen Alpha has grown up with endless content and instant access, but what stands out in this research is how much they value experiences that feel real. For a generation raised on scrolling, the shop floor has become one of the places where meaningful connection still happens face to face. With family, with friends, and with the products themselves.”
Head of Beano Brain
