I'm guessing because of their strong association with Marvel and Stars Wars now, I think most kids today will associate Disney with everything Marvel and Star Wars. Seems like both properties have taken a bit of a dive since Disney purchased them (or at least over the last several years anyways, not sure exactly at which point Disney acquired them.) Some of that is the natural ebb and flow in that I think super hero movies have been so played out that people are ready to find something different (though I'm not sure that they have) but part of that is on Disney or whomever is in charge of the scripts and stories, they haven't been great for the most part.
the other area that will hinder them is for many older generations, Disney then later Nick represented the main kids programing and there wasn't much else. Disney World/Land offered a heightened experience with the characters that you loved in the movies/TV. Today's kids have so many more options for content, youtube, netflix and a billion other streaming services not to mention Tik Tok and the like. Disney's movie of the week is no longer something special, its just another option (well not that the movie of the week thing exists anymore, but you catch my drift) With so many options, younger kids will age out of Disney and into more grown up kids content much quicker that will lesson that sense of nostalgia that older generations developed with Disney Properties.
I think the way older generation or Disney Adults if you will feel about Disney will be lost of today's youth if we check back in 20 years. Course by then I'll have my flying car so all will be good