Breaking Down Gen Z: Tweens

Last week, we discussed the major differences between Gen Z and Millennials. Today, we are back to focus on all things tweens.

Tweens are taking the retail industry by storm; they contribute to Gen Z’s $200B in spending power. Since tweens (ages 9-14) came of age during economic expansion, they have an interesting perspective; they are hopeful, enthusiastic and intelligent. Tweens exhibit the characteristics of miniature adults; they aspire to be older yet are still children. Business Insider reported that only 26% said that they have parental help with homework compared to other generations; over 40% of millennials, Gen X and Baby Boomers reported that they used to receive homework help from parents.

These individuals exhibit strong ideas about how they want to look (and what they want to buy), but still need parent’s approval and financial support to make purchases.

What does this mean?

Tailor marketing strategies and brand messages to both parents and tweens. There is a key value that ties tweens (Gen Z) and their parents (mainly Gen X and Millennials) together: authenticity. Both tweens and their parents truly appreciate authenticity.

They are more willing to hear a brand story when their peer is telling it; influencers have proved to be very effective. However, tweens are not naïve. They are aware that Instagram, Snapchat and YouTube celebrities are paid to endorse products; tweens trust their social following and make conscious decisions about who they follow.

Lastly, they are predominately interested in smaller boutique brands instead of big box retailers.

Here are some best practices for marketing to tweens:

·       Optimize with mobile. Tweens choose mobile devices over desktops, laptops and tablets. An impatient generation, they will not stick around if content does not load quickly and work seamlessly

·       Entertain with video.  Give tweens their instant gratification fix with videos,  live streaming  and online gaming

·       Be cool, not cutsey. In private, tweens might play with a favorite stuffed animal but in public, they will not associate with anything they perceive as “baby-ish”

·       Embrace tech. Tweens (who never knew a world without technology) easily understand and adopt new technologies such as Chatbots, voice assistants such as Siri and Alexa

From home décor to apparel and accessories to gift/ general merchandise, there are different, innovative ways to market to tweens. Reach out to pollyw@belardiwong.com to get the latest on our services.   

Sources:

Business Insider

MarketingProfs.com