Make no mistake: tweens have shopping influence. In YPulse’s Tweens: Shopping and Retail report (exclusive to our tween subscribers!), we dived into how tweens are already helping decide what’s making it into the shopping cart—whether they’re spending their own money or convincing their parents to open their wallets. Brands are rightly noticing that influence and responding by targeting them directly, rather than simply treating them like future consumers or relying only on their parents’ brand awareness. From putting Gen Alpha’s favorite creators on store shelves to bringing their status fashion brands into the mall, brands are finding new ways to...