In 2025, Generation Z and Alpha will consolidate new dynamics in entertainment, well-being, and socialization. At Kids Corp, we analyze the most relevant changes in U18 audience behavior and their implications for the industry. Below, we share the 10 key trends shaping the future of the digital ecosystem. If you want to explore each trend in more detail, we invite you to download the full eBook, available in three languages.
1. From ‘Brain Rot’ to digital well-being: generations redefine their relationship with social media
Generation Z has begun to question its relationship with social media due to the negative effects of excessive consumption, known as ‘brain rot.’ 86% of young people have reduced their social media usage, opting for safer and more enriching platforms. Roblox, for example, has shown continuous growth, becoming a key space for brands looking to connect with a generation that values authenticity and emotional well-being.
2. Storytelling and authenticity: how to engage a generation that creates and critiques content
The U18 segment prioritizes authentic content that connects emotionally. Casual posts are a thing of the past; today, they demand innovative and interactive experiences. Storytelling is essential to transform data into meaningful narratives and exceed expectations by designing unique experiences that resonate with their interests and creativity. Brands that combine authenticity and creativity will be able to build lasting relationships with this audience.
3. From ‘Googling’ to creating: how AI is redefining content consumption and creativity
Generations Z and Alpha have integrated artificial intelligence (AI) as a key tool to access information and enhance their creativity. Beyond just ‘Googling,’ they use interactive and multimedia platforms that enrich their experiences. AI enables them to create personalized content, from videos to immersive experiences.
4. The sound revolution and music as an emotional reflection
Music has become an emotional pillar for Generations Z and Alpha. It is no longer just listened to—it is used to give meaning to significant life moments. The "audio boom" in LATAM has also driven the rise of podcasts, with U18 consumption increasing by 30%.
5. Newstalgia: a bridge between generations
Generation Alpha is reimagining nostalgia, blending retro with modern trends. Iconic products like Lilo & Stitch and classic toys are making a comeback with a fresh twist, while traditional activities like reading are also resurging. This phenomenon is redefining how new generations consume entertainment, allowing brands to connect authentically by integrating classic elements with current trends.
6. The reclaiming of offline experiences: finding opportunities in a hyperconnected world
Despite the digital era, consumers seek physical experiences, and brands are leveraging this to create emotional connections with parents and children. Activations such as sports challenges or interactive installations engage audiences and amplify brand visibility. Thus, offline experiences remain key to creating authentic and memorable interactions.
7. Technology, measurement, and creativity: the pillars for dominating U18 advertising efficiency
Advertising investment in the U18 segment continues to grow, and technology has become a crucial ally in maximizing efficiency. Tools like Kids Corp’s DSP enable precise audience segmentation and real-time performance measurement, optimizing campaigns. Creativity, combined with data and technology, allows for the design of interactive experiences that genuinely connect with young audiences.
8. STEM toys: growth and transformation in the toy industry
STEM toys are gaining popularity by merging learning and entertainment. Products like coding kits and interactive robots are preparing children for a tech-driven future. The integration of physical and digital elements is transforming the toy industry, and brands that embrace this trend will stand out in an ever-evolving market.
9. Generation Beta: the beginning of a technological and sustainable era
Generation Beta will grow up in a world where digital and physical realms are increasingly interconnected. Emerging technologies like artificial intelligence will reshape how they learn, communicate, and make decisions. Their lives will balance digital interactions and face-to-face relationships as they manage their online identities in an increasingly connected world.
10. Access to content: two different paths
In LATAM, content access varies by age. Up to 12 years old, YouTube dominates, but from 13 onwards, SVOD (subscription video on demand) platforms gain relevance. Although young users adopt these platforms, YouTube remains a key player, especially with its Shorts format. This coexistence of platforms presents opportunities for brands to cater to both consumption habits effectively.
Download the report now and dive deep into the future generations.
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