TAKEAWAY 4
G.O.A.T. brands
The winning brands for Gen Alpha
G.O.A.T. brands for Gen Alpha are those that seamlessly blend technology, interactivity, social responsibility, and authenticity. They offer more than just products; they provide fun experiences, are platforms for self-expression, and align with both trends and values of this young, socially conscious generation (respect, inclusion, mental wellbeing).
What makes a G.O.A.T. brand...
It makes tasty things
It makes me laugh/smile
My friends like it too
It looks awesome
It has fun/cute characters
It teaches me something interesting
I can collect items
CASE
Lunchables - Dragon
The Lunchables Dragon commercial uses humor and fantasy to spark joy and laughter, turning lunchtime into a playful adventure. With a goofy dragon and imaginative storytelling, it taps into Gen Alpha’s love for fun and creativity—making kids smile while encouraging them to “Lunchabuild” their own silly snack stories.
Brands are perceived as more G.O.A.T. when they pay attention to...
humor/surprise
respect for each other
inclusion/be who you want to be
equality (gender, race...)
Being on-trend/setting the trend
Mental wellbeing
Giving back to society
Physical health
Celebrity collabs
Climate change/sustainability
Influencer collabs
CASE
McDonald's - Mental Health Week
In a bold move to support Mental Health Week, McDonald’s temporarily removed the iconic smile from its Happy Meal packaging, replacing it with a QR code linking to mental health resources. This initiative speaks directly to a generation growing up more aware of emotional wellbeing, with one in five UK children facing probable mental health disorders. The redesigned boxes also include stickers for kids to express their feelings, encouraging open conversations at home. Partnering with BBC Children in Need, McDonald’s launched a digital hub to help families talk about mental health in a relatable way. This campaign reflects how brands can play a meaningful role in destigmatising mental health and empowering young voices.
Top 3 The G.O.A.T. for Gen Alpha
Visit our Gen Alpha report on desktop for more brand G.O.A.T. scores across gender & age groups.
Click on the brand icons for more G.O.A.T. scores across gender & age groups
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