Whether you’re calling 8-12-year-olds Gen Alpha or young Gen Z, these young consumers are already making a huge impact on brands. Born into a post-smart tech world, most of today’s youngest consumers are growing up with tablets in their hands, which means they’ve already been exposed to brand content whether through a gaming activation or YouTube ad. These kids are already well aware of and have opinionated thoughts about what they’d consider to be the “coolest” brands. Like older Gen Z and their Millennial parents, they’re placing Nike at the top. But while some of their coolest brands overlap, many...