Growing up in a digital world, Generation Alphas are more likely to opt to watch shows on Netflix than the BBC. Gen Alphas pursue content consumption through gaming and advocate for inclusive values across the media platforms they use. So how can brands look cool for the kids?

Harried parents struggling to explain the delicate and complex realities of life during the pandemic have received a helping hand. The makers behind classic children’s book The Gruffalo have reimagined some of their most popular characters in social distancing scenes.

Lockdown means schoolchildren are missing their usual circle time, and parents are pressured to inspire learning from home. To help alleviate boredom and anxiety, and to give parents a break, Sir David Attenborough and several other experts are offering daily lessons via the BBC.

With digital channels offering them increased access to their heroes, casual supporters and ‘stans’ alike are embracing novel ways of showing their devotion to celebs and sports teams. How are these passionate individuals forging new cultural tribes and changing expectations of fan interactions?