until 3:30pm
Free for members

What's next for Activist Gen A?: Insights into the next generation of consumers

This webinar will give you an insight into the thinking of the new generation of consumers – what’s important to them, their values, and how your advertising needs to reflect it.

Beano Brain are the independent insight agency from Beano Studios. In their landmark White Paper, The Future’s Bright, The Future’s Gen Alpha, they identified how today’s children have an instinctive activism. From school strikes to removing single use plastics, the report showed that 19% of Gen Alpha have taken part in a march or protest on an issue they care about. In short, they are masters of digital, yet believe in old family values and want to save the planet. 

2020 was an unprecedented year where kids faced a global pandemic, a growing climate emergency, racial conflict and increasing political segregation. Now Beano Brain are launching the findings of their latest White Paper – and ISBA members can hear about them first, giving you as brands key insight into what already is, and increasingly will be, an important consumer audience.

Join us for this exclusive webinar, where we will discover the key generational traits of Gen Alpha and the younger Gen Z, which will enable them to change the world – and what it means for advertisers and marketers.


  • The impact of 2020 on Gen Alpha and what that means for brands and organisations
  • The evolved family democracy
  • What really matters to kids in the wake of Covid-19 and BLM
  • Predictions for the future, with Gen A as adults and employees

Who is the webinar aimed at? 
Any brand or business for whom families, teens and kids are already, or will be, an important consumer audience. Those in insight, marketing, brand, advertising and planning roles.

What will you gain from attending? 

A new view of Gen Alpha and what matters to them. Challenges and ideas on how to be relevant for Gen Alpha and their families as we move into 2021.


Helenor Gilmour – Director of Insight
Helenor is a multi-award winning researcher working with kids and families for more than 25 years. She has pioneered Beano Brain’s Trendspotter Kids and Teens panel and drives insight led decisions across the Beano Studios business including comic, TV and digital. She co-authored one of the first white papers globally identifying the key predicted behaviours of Generations Alpha, presenting it to Government bodies and businesses both in the UK and internationally.

Pete Maginn – Director of Insight
Pete has 20 years of agency side experience working with global kids, youth and insight brands. He is an expert at devising the most relevant, bespoke approaches to deliver against clients’ briefs and ensuring that their business is left with truly actionable outcomes. He has worked with kids and families in Europe, Asia, North and South America for clients including LEGO, Mattel, Unilever, Netflix, Disney, the BBC and Sky.