What sets Gen Z apart is an unrelenting relationship with information and technology, and their early independence, born of impatience and the confidence to act. These are the identifying traits of what will be the largest demographic in history.
And yet, their confidence and knowledge often out pace experience...which causes tension between an advanced intellect, and the reality of their actual age and emotional intelligence.
At the epicenter of this tension we find tweens—a complex subset of Gen Z. They are caught up in the turbulent transition from simply being a kid, to fending off the intricate pressures of teenage existence. They are the pivotal middle-ground of Gen Z.
Tweens pose an interesting dilemma. Kids (5–8) are still largely influenced by and accessed through their parents.
Teens (14–18) are rapidly forming their own opinions and establishing independence from parents, and there are direct channels to reach them.
Tweens (9–13), on the contrary, are the hardest to reach, even while they are actively seeking cues and learning to form opinions.
Because they are the least accessible, and arguably the most open to influence, tweens are an important puzzle to solve for companies marketing to Gen Z.
Gen Z is set to influence nearly $600 billion dollars of family spending and will comprise 40% of consumers by 2020. To succeed in marketing to this unique segment, any brand that wants in, has to be willing to play by their rules.
My colleague, Gregg Witt and I have co-authored a new book for Motivate Youth.
In this guide, you will learn key insights, strategies, and tactics your company can deploy to improve tween marketing efforts. You can download a copy of Meet the Tweens of Gen Z over on Scribd.
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