Cracking the Gen Alpha Code: Helenor Gilmour on What Brands Need to Know

AW360

Coming to you live from Advertising Week Europe 2025 at 180 Studios in London, this episode of the AW360 Podcast features Helenor Gilmour, Director of Strategy at Beano Brain, in a dynamic conversation about the fast-rising influence of Gen Alpha.

Helenor shares what makes this generation tick—from their surprising sway over household purchases to their preference for micro-influencers over mega-celebs. We explore how top brands are successfully connecting with Gen Alpha, why traditional social media may not hold the same appeal, and what this all means for the future of marketing.

If you’re a brand, marketer, or strategist trying to stay ahead of the generational curve, this episode is your Gen Alpha playbook.