Whether you call them Gen Z or Gen Alpha, understanding European tweens is crucial for any brand, because not only are they your future consumers, this demographic has already developed shopping habits of their own. According to data from YPulse’s recently published The Tween Study, three in five European 8-12-year-olds influence their parents’ regular purchases. So, we know they’re influencing older gens’ spending—but who’s influencing them? Brands aiming to tap into the huge purchasing power and influence of tweens need to understand the key drivers behind their decision-making process. While traditional celebs like athletes or movie stars influenced previous gens,...