Branding is no longer child's play!

Abstract

Tweens (8‐14 year‐olds) comprise a new type of audience – an increasingly powerful and smart consumer group which last year alone spent and influenced an astounding US$1.18 trillion across the globe. They are different in every way. They are more likely to have a friend on the other side of the world than in their own street, they think the television remote is broken when they cannot find the courser on the screen; they drop from existence when the battery in their cell phone is flat. And they know current brand images better than any advertising expert. Based on the world’s most extensive study of tween attitudes and behaviors ever conducted, the author looks at the phenomena behind global children and their relationships with brands and explores why building brands to our future generation no longer is just a child's play.

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