Safety is the new cool: what Gen Alpha really wants from brands
Gen Alpha, those born from 2010 onwards, learn digital fluency from an early age across multiple online spaces in education, entertainment and communication.
They are a generation that knows how to bypass rules and restrictions set by adults. And yet, crucially, they want to feel safe.
It’s not just parents leading the charge on all things kids’ safety. Gen Alpha themselves, as they navigate online and offline spaces, appreciate brands that put their safety first without compromising the joy of the overall brand experience.
'Stranger danger' far from covers the safety Gen Alpha is seeking. To them, safety encompasses emotional safety, and avoiding toxicity, bad vibes and online drama. But how can brands create this safe space for Gen Alpha, while still being considered cool?
YouTube - the ultimate case study in safety
The brand that embodies 'cool-ness' and safety all in one go is YouTube, the number one brand in our Beano Brain 100 Coolest Brands 2025. This isn’t happenstance; YouTube has worked hard to earn its halo.
YouTube’s popularity is undoubtedly based on the immense depth and breadth of content it offers. For kids, it's a more powerful tool than Google when it comes to discovery. And unlike TikTok, YouTube is seen as a trusted source and an absolute go-to for any kind of learning. Algebra homework tripping you up? YouTube has the answer. Is your Labubu the real deal? Find out with YouTube.
The brand has invested heavily in safety, with its latest AI innovations driving the platform forward. Tools now determine users’ ages and deliver age-appropriate content; its upcoming changes to verification with ID or credit cards go above and beyond many governments’ regulations. Its measures also go beyond video, allowing viewers to enable ‘restricted’ comments in settings to avoid seeing comments detrimental to their mental health. It's a brand that often appears ahead of compliance standards, with the aim of protecting kids from negativity and emotional harm. It's these practical measures that have created an atmosphere of safety, driving loyalty among kids.
Safety in branding and experience
YouTube isn’t the only brand excelling in making kids feel safe, and there are many ways outside of the ‘practical’ moves platforms can make in order to create a safe space for Gen Alpha.
Another media platform, Netflix, is trusted by kids because of its user-friendly experience and the family associations children have with the brand. Gen Alpha loves family time, and the breadth of family-friendly content that appeals to Gen Alpha and their parents has made the brand beloved by kids. Netflix’s investment in new, blockbuster content for kids and teens like KPOP Demonhunters has also helped the brand retain its status as cool while also being seen as a safe space.
McDonald’s, another of Gen Alpha’s coolest brands, has created a safe space for kids through its welcoming, consistent brand and design. From intuitive tech that’s easy to use, its universally accessible menu and communication, McDonald’s has created a brand that feels safe.
Meanwhile, Nike builds a sense of belonging and confidence among Gen Alpha through its highly motivational brand and communication. It's dedication to inclusivity in advertising and now in many of its in-store mannequins. In this instance, a celebration of individuality and supporting diversity has created a safe space for Gen Alpha where they feel included and empowered, no matter who they are.
Through user-friendly experiences, providing a space for family time, consistent and welcoming branding, and empowering individuality and diversity, brands can provide the safety net that Gen Alpha are actively seeking.
Cool and safe aren’t mutually exclusive
Through curating user-friendly, accessible tech experiences as well as empowering family time, brands can create a feeling of safety for Gen Alpha, which in turn will build long-lasting brand loyalty as they navigate an uncertain world. Promoting individuality and inclusivity while building confidence empowers Gen Alpha to feel safe and supported in who they are. This motivational yet safe environment makes your brand a go-to for kids.
The brands that put ethical practices at their heart can earn the higher ground, because safety is not simply a legislative issue (although that is important); it’s about creating and managing an environment where kids and teens feel safe. Remember, safe isn’t boring. It’s cool.
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