Beano Rebels! Latest “Beano Brain” report says British children are “unafraid to challenge adults” for a better society

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A new study released today reveals kids and teens are frustrated and disillusioned with the adults in charge and are taking matters in to their own hands, carrying out small daily acts of rebellion and activism to instigate societal change. 

48% of young people today think they can be better trusted to stand against racism then their parents, teachers or politicians. ​Equally 82% believe that the government can’t be trusted to solve the climate emergency, with over half of young people (59%) saying saving the planet should be the top priority in a post Covid-19 world.

In contrast to the large-scale protests of previous younger generations, today’s youth are committing smaller, more frequent acts of rebellion to positively impact society.

80% of kids report carrying out small acts of rebellion, challenging the adults around them each week, resulting in a total of 4.9 million mini acts of rebellion weekly. 24% of kids regularly remind adults to take care of the planet, with 27% stepping in to tell someone to pick up their litter. 26% of young people frequently directly challenge racist behaviour, with 44% saying they’ve called out adults for inappropriate comments in the past.

The New Rebellion report by specialist kids’ insight consultancy Beano Brain reveals how children and teens today feel about topics such as climate change, racial inequality, the family unit and the future of technology. The research was conducted with more than 35,000 kids and teens aged 7-14 across the UK over the last ten months.

The report also reveals that despite the spirit of rebellion present in today’s kids, they are more likely to get along with their families than previous generations. Three quarters (75%) of Gen Alpha report they regularly listen to their parents’ advice and over half (55%) have their parents as ‘friends’ on social platforms.  

Gen Alpha put huge value on family time, which has become more important than ever during the pandemic. Six out of 10 kids (62%) want to spend more time with their family, with well over two-thirds (70%) wishing their parents would spend less time on their mobile devices.

Commenting on the report, Helenor Gilmour, Director of Insight, Beano Brain said: “This exploration of rebellion in 2021 was born from our assertion last year that Gen Alpha were young activists. Now we can see that although 20% have already attended a protest they are in fact, changing the world by stealth, carrying out millions of acts of rebellion each week. Supported by their Millennial parents they are gradually changing society through small actions and living by example. This is hugely powerful. Gen Alpha’s “constructive” rebellion is even now catalysing societal change, an impact that could be greater than any generation before them.”

The New Rebellion Report examines the tech divide between Generation Alpha and their parents. Nearly half of kids (49%) believe that technology can solve some of the world’s biggest problems, but 32% think adults are scared of new tech.

When it comes to using tech on a day-to-day basis 44% of kids and teens think that they’re more responsible than adults give them credit for, and 46% find themselves helping an adult use technology at least once a week.

Beano Brain is a specialist insights consultancy from Beano Studios. Born from decades of experience with kids through the iconic Beano comic, it now helps companies build their own connections with families using its unparalleled knowledge of Gen Alpha, Gen Z and their Millennial parents. It is on a mission to build an insightful and often untold view of kids, teens and their families to inspire innovation from brands and businesses.

• A summary of the research is available to read at

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