Tweens Deep Dive


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A Deep Dive look into the lives of tweens, how this generation differs from Gen Y, and a framework on what motivates them.

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Tweens Deep Dive

  1. 1. Tweens Deep DiveFebruary 1, 2013
  2. 2. Today we’ll explore: Development of Motivators and Tweens Examples Generational Implications Differences
  3. 3. Who are tweens? Tween: A child between middle childhood and adolescence, usually between 8 and 12 years old. Blend of teen and between. Emerging Tweens: 8-10 year olds - 3rd - 5th GradeTransitioning Tweens: 11-12 year old - 6th - 7th Grade
  4. 4. Tweens: A life stage “in-between”A split personality that toggles between kid behaviors/ attitudes and teen behaviors/attitudes
  5. 5. Tweens Spending and Influence Gift cards $16 Pocket Money $21 Other Places $34 Bank/Savings account $477 Annual spending $43,000,000,000Influence on HH spending $150,000,000,000Source: EPM Communications. Tween Sensibility, Spending and Influence, 2012
  6. 6. Development of TweensCognitive Social Emotional Identity Moral
  7. 7. Humans go through tremendous neurologicalCognitive growth two times in their life - just after infancy and between the ages of 10-12. Start to develop logical thinking skills. Beginning stages of complex thinking occurs on adult like level. Consider multiple hypotheses and points of view.
  8. 8. Tweens strive for balance between wanting to Social be unique - but also feel like ‘part of the group’ Family is prioritized alongsidefriendships, personal interests andschool. Boys time is spent in sport activities.Girls prefer talking more frequently onphone/texting. Increasing peer influence (cliques,popular group, rumors).
  9. 9. Social Friends start to define the social hierarchy Will you be my friend? Age 6-8 Age 9-10 Are you cool enough to be my friend? We would never be his/her friend? Age 11-12
  10. 10. Tweens have aspirations to be older - but areEmotional still children. Start to develop and express their own independence. Begin to belittle or defy adult authority. Begin to see parents and authority figures as imperfect human beings.
  11. 11. Tweens indicate having a lot more worry inEmotional their lives - becoming more self-conscious how they fit into the world TWEEN Total 7-9 10-13 Getting good grades 52% 49% 55% Pleasing my parents 38 38 39 Having Friends Fitting in 34 31 32 28 36 35 89% feel stress in Being Popular 25 24 27 My Looks 23 15 31 an average My Weight 23 16 30 day Earning a lot of money 20 20 21 Rumors about me/my reputation 19 17 22 Q: Which, if Any, of the Following Do you Feel Stress or Pressure About?Source: The Cassandra Report, Winter 2011.
  12. 12. Tweens are at a life stage where their Identity establish a stepping-stone identity heavily influenced by their peers Looks to outside the home (friends,teachers, media) to understand theirplace in the world. Aspire to fit in with a group and revelin the ways they are alike. Friends + Sports + Looks = Popularity
  13. 13. Tweens have a very altruistic sense of self and Moral make conscious efforts in making a difference in the world. Majority (86%) believe taking care of the environment is important to them. Concerned about a variety of social issues - helping the poor/sick, protecting animal rights and stopping violence. 6 in 10 tweens have reported supporting a cause in the past month - donating money to a cause (24%) or asked parents to donate money to a cause (22%)Source: The Cassandra Report, Winter 2011. Youthbeat, 2012 Wave 1
  14. 14. Things to think about: Don’t try to treat all tweens the same. There is a significantdifference between emerging (7-9) and transitioning (10-12)tweens. Market to each age group accordingly. Remember all kids aspire up. Treat them more like teens andless like kids, but don’t forget to include their parents as theystill make the majority of the purchasing decisions. Think of ways to empower tweens by helping themcontribute to making the world/community a better place.
  15. 15. Tweens today - A cultural shift in growing upGeneration Y Generation Z Text
  16. 16. From Respecting Diversity to Embodying Diversity A generation growing up to embrace people’s differences. Starting to see themselves in culture on a mass level. More accepting of ethnic cultures and ethnicities - particularly in food. By 2022, 45% of kids 6-14 will be non-white & 2042, 50% of US pop will be non-Caucasians.
  17. 17. From Largest Expansion to the Great RecessionTweens today are personally affected bytightened parental budgets, parental job lossesand fear based media coverage. 29% report that they are personally affectedby the recession. 55% report that their parents don’t buy themas many things.Potential large affect on their psyche and areexpected to grow up to be more fiscallyresponsible and value-minded consumers.Companies have used the economic crisis toteach tweens about money management. Source: The Cassandra Report, Winter 2011.
  18. 18. From Helicopter Parents to Free-Range Parenting Parenting style are starting to shift towards less over-parenting and emphasizing self-reliance and independence. Gen X parents are loosening the reigns of over-scheduling and allowing for more unstructured time to land to more self- discovery. Trend is largely being driven by the decrease in crimes against children and their overall exposure to crime. Source: NY Times, 2012. Time Magazine, 2009
  19. 19. Role of Parenting: A shifting composition to the notion of family Gen Z definition of family may be much different than previous generations “Nuclear family” is fading fast and being replaced by single parents, stay at home dads, same sex parents and grandparents. 40% of babies born in the US are born to single mothers. Estimated 65,500 adopted children are raised by gay parents 4.3M+ of the 76M family HH in the US are multigenerational.
  20. 20. From Financial Suggestion To Financial Influence As a result of changing parenting norms, tweens have started to have a huge influence on what is bought for the HH.
  21. 21. From Wannabe Famous to Attainable FameFame has become even more aspirational, as many believe their dreams are just one YouTube video away.77% of tween desirefame and believe they will actually achieve it. Concept of fame has become an overnight sensation. Prevalence of tween content is centered around and normalizing fame.
  22. 22. From Tech Savvy to Virtual IDBelong to the most connected generationyet and will expect to be “always on”Born into an era of high speed intranet,mobile communications and constantconnectivity.Grew up with virtual worlds - buttransitioning into worlds that build lifeskills (Woozworld, everloop)
  23. 23. Things to think about: Tweens have a broader knowledge of international foodsand may have a preference for different foods from differentcultures. Even though tween may have more financial influence asthey get older, keep parents in mind in your communications asthe purchasing decisions are often a mutual decision. Be where they are at all times. Use a multi-platform approachthat can be supported or enhanced by mobile, social networkingsites, websites, and virtual worlds.
  24. 24. Tween Motivators
  25. 25. To understand what motivates tweens today, you firstneed to understand what generational behaviors,attitudes and value influence them. Power! Kid! Tween Belong! motivators! Motivators Play! Success!
  26. 26. Belonging allowstweens to feel like theirapart of something Purpose ExchangebiggerMore socially aware thanany generation beforethem.Social consciousness isinstilled in them by their Exchange Purpose BelongXer parents, who areplacing more emphasis onmaking the world a betterplace.Driven by altruistic valuesand committing to green Affinity Affinitypractices
  27. 27. Belong Examples: Selena Gomez launched a tween/teen clothing line, Dream Out Loud, which uses a percentage of eco-friendly fabrics, factories with established sustainability practices, and donates profits to charitable organizations. Disney’s Friends for Change is a pro-social“green” initiative, encouraging fans to make adifference in their communities by pledging to volunteer efforts.
  28. 28. Things to think about: Creating opportunities where tweens can giveback to their communities or helping others that areless fortunate can give them another reason to loveyour brand.
  29. 29. Power allows their voice tobe heard and recognized VoicePossess more independence thanprevious generations and havemore confidence in their opinion. Freedom PowerDesire the ability to personalize,customize or self-create - wantto put their own mark on it.Look to express their ownopinions and being influential indecision making. Ownership
  30. 30. Power Examples: Kotex designs hit on tweenʼs desire for freedom and self-expression. Hyatt Hotels new organic kids menu has been designed with the help of Gen Z taste testers
  31. 31. Things to think about: Provide opportunities and experience that allow tweens theability to voice their opinions and leave their mark on your brand.Consider ways to offer them personalization and choice thatappeals to their growing desire for individuality. Bring kids into the menu process by creating a contest orengagement that allows them to create their own menu items ordesignated tween menu designed to their preference.
  32. 32. Play becomes more based Creativity in reality and largely driven by technology Technology and Digital Tools have provided tweens unprecedented access to distribution channels to express their interests and passions.Play Fantasy Look to share their creative abilities and talents with the world. Have more realistic expectations in Surprise what they can become .
  33. 33. Play Examples: Doodle 4 Google is an annual competition for K-12 students to use their creative imaginations to think big and redesign the Google Homepage Tween Youtube stars, Drusila and Nessy, created Monster High Dolls Collectors channel where they review newly releaseddolls, host custom-doll drawing contests and solicit feedback from other kids.
  34. 34. Things to think about: Tweens are looking for more opportunities to exercise theirown abilities and creativity. Give them outlets to interact, create,and feel like they can influence your brand.
  35. 35. Success is being Knowledge recognized for your talents Desire for fame and recognition from others drives their motivation for success .Success Mastery Want to be recognized for their individual talents and abilities. Raised on the concept of gamification and increasingly see the world around them as having a digital layer. Recognition
  36. 36. Success Examples: BSA hosted Scout AwesomenessTV, a Youtube Channel, Quest, the first digital provides a wide range of tween/teen scavenger hunt using programing. smart phones, QR codes, Facebook and Twitter in Washington, DC My Girls Scout is an App, girls age 5-17 can attend a series of programming “boot camps” in which they will learn to create and design Android mobile apps
  37. 37. Things to think about: Help tweens get one step closer to their ideal shot at fame.Create a platform where they can develop and showcase theirtalents through cooking competitions, workshops, orperformances.
  38. 38. A matrix of motivators designed to help us understandthe how and why of tweens. Freedom! Voice! Ownership! Power! Exchange! Fantasy! Kid! Purpose! Belong! Tweens motivators! Play! Surprise! A"nity! Creativity! Success! Knowledge! Recognition! Mastery!