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, YPulse’s new data shows they aren’t very influential among European tweens—not in the way YouTubers, TikTokers, gamers, and other online celebs are. These are the top kinds of celebrities that European 8-12-year-olds say they’re most likely to listen to: Online celebs have more influence over tweens than traditional ones When it comes to paying attention to celebs, 40% of European 8-12-year-olds say they listen to online celebrities the most....
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