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Understand the meaningful experiences that come with free time and the state of play for tweens to capture the attention and loyalty of Gen Zalpha and their parents for years to come.
September 22, 2023
Giana Damianos – Executive Director of Cultural Strategy
Tweens aged 8-12 are an important cohort, bridging the gap from childhood to teens. It’s this age range where kids begin to hone in on their identity and develop attitudes and preferences independent from their parents. How they spend their free time today will formatively shape them for years to come as consumers. And their parents play a large role in that. Today’s 8-12-year-olds are part of a ‘cusper’ generational cohort, comprised of the youngest of Gen Z and the oldest of Gen Alpha—unofficially dubbed “Gen Zalpha”—and they’re mainly the children of Millennials and Gen Xers. Brands must understand the unique needs and perspectives of parents and tweens today in order to capture their attention and maintain loyalty for years to come.
Fill in the form below to download a sample our Gen Zalpha Tweens: Engage Free Time and State of Play to Accelerate Brand Loyalty presentation.
Collage Group’s 2023 Media Habits and Preferences Study provides insights on where people are using media, why they’re going there, and how your brand can authentically engage with your target segments across channels. This report dives deep into Multicultural consumers’ platform usage and drivers, content preferences, and engagement.
Today’s tweens have more free time than the media generally portrays—and they’re largely satisfied with the amount of free time they have. With so much attention and energy put into keeping kids busy in today’s society, it’s easy to assume that childhood has evolved into a utopian state that’s perfectly optimized and rid of boredom, but that’s not the reality for the vast majority of tweens—nor their parents.
Free time today looks dramatically different from a decade or two ago as a result of new technology and the internet, but ultimately, how kids want to spend their time is the same.
Parents and tweens are in a tug of war over unstructured free time. Despite agreement that free time is already well-balanced, parents strive to structure their kids’ time while tweens crave more independence.
For today’s tweens, the “online vs offline” binary is outdated. It’s not an either/or: The two are indispensable parts of everyday life. The real goal is harmony.
Parents generally feel good about the amount of free time their kids are getting but societal pressure is making many second guess whether they should be structuring and planning more of their kids’ time.
Screen time is a staple of tween life today, fulfilling their needs of both entertainment and socializing. But parents are skeptical of so much time spent online, especially moms—even if there are benefits to it.
Contact us today to learn how you can gain access to the full research and more in our world-class Cultural Intelligence Platform.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
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