Tweens, children aged 8-14, are a lucrative customer base for marketers due to their purchasing power and influence on brand loyalty. They are seen as independent and mature, with similar self-esteem and body image issues to teenagers. Pop culture and celebrity influence them, and their opinions can impact the success of products. However, controversial advertising tactics targeting tweens have been criticized.
When it comes to marketing and demographics, kids between the ages of 8 and 14 have become a potentially lucrative customer base known as tweens. Interpolations are considered “in between” the traditional stages of child and adolescent development. Many see themselves as hip and trendy junior versions of their teenage siblings, not children dependent on their parents’ sensibilities. Marketers are especially interested in their lifestyles, because brand loyalty often begins at this stage.
Many elements of modern popular culture were first studied through the eyes of tweens. It’s not unusual for a film company to recruit children of this age as test audiences for upcoming releases. If the film manages to grab the attention of notoriously volatile tweens, it could have a successful general release. If they don’t like a movie, however, their opinions and criticisms could lead to rewrites and rework. The same goes for other pop culture consumables like video games, music, and toys.
Tween culture is also fueled by celebrities. These children still read zines full of young, attractive musicians and movie stars. They also read older siblings’ magazines, which means marketers spend a lot of time and money creating advertising geared towards the younger set. The use of highly sexualized imagery of model tweens and emphasis on “coldness” has become controversial over the years. Some cigarette companies have been set up to create cartoon characters that cater primarily to males of this age. Clothing catalogs have also shown tweens in sexually provocative poses as part of campaigns targeting a younger consumer base.
Young people of this age have considerable purchasing power, although their sources of income are generally limited to the generosity of their parents. Many receive a generous allowance, but are not old enough to earn their own income. That’s why so many marketing and advertising companies try to infiltrate their ranks. If a tween has enough money to buy a pair of jeans, for example, which brand would she choose? Do they discuss new products with others? Is a particular product popular with tweens, or is it already on its way out? Some analysts see children this age as the trend barometer, but trends and fads often end before industries can tap into them.
Some argue that tweens are the new teens, as they also see themselves as independent and mature individuals. Today a 10-year-old girl often faces the same self-esteem and body image issues a 15-year-old teenager faced just a generation ago. Children this age have literally grown up with technologies their parents have only experienced as adults. They often seek instant gratification, which is another problem faced by marketers and advertisers. Brands targeting tweens would have to deliver what they promise instantly or risk becoming unpopular just as quickly.
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