Whether you’re calling 8-12-year-olds Gen Alpha or young Gen Z, these young consumers are already making a huge impact on brands. Born into a post-smart tech world, most of today’s youngest consumers are growing up with tablets in their hands, which means they’ve already been exposed to brand content whether through a gaming activation or YouTube ad. These kids are already well aware of and have opinionated thoughts about what they’d consider to be the “coolest” brands. Like older Gen Z and their Millennial parents, they’re placing Nike at the top. But while some of their coolest brands overlap, many are unique to tweens’ interests—between gaming, beauty, entertainment, and more. As tween life represents a step toward more autonomy and control over their purchasing power (or parents’ purchasing power), understanding which brands tweens have affinity for can indicate the brands they’ll carry with them into their teen years and even young adulthood. And at that point in life, we know that being “cool” is a major win for...
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