Today’s children are increasingly aware and well informed, and have become decision-makers in their own right in contexts crammed with stimuli and offers. Research conducted by Millward Brown indicates that global tweens, ages 9 to 14 years, influence family purchases from small ticket items like soft drinks to major adult purchases such as sport utility vehicles.

Our research also highlighted that as many as one in three of the tweens we interviewed had already developed a strong emotional bond with adult brands, and that this allegiance was likely to develop further during the teen years and on into adulthood.

With this much influence over major purchasing decisions and developing brand preferences, it is important to understand and market to this powerful consumer segment and Millward Brown can help.

To find out more, contact your nearest Millward Brown office.