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Tweens 8-12 are responsible for $40 billion annually in spending power! They probably know more about current brands than they do about history, current events, or civics. But, at what expense? Have marketers created Brand Brats?


Just ask parents of tweens today, and I'll bet you'll hear a saga. Marketers have done such a good job that they only want to wear and use the "right" brand products. It's all about peer pressure and it's paying off big for companies using this psychology to sell their goods.
The Today Show conducted a focus group of tweens (with their parents watching from behind the focus room glass) as part of a series called, "Kids, Inc. Today's Brand Savvy Tweens." Here's what took place:


So, what do you think? Are tweens today just a by-product of effective marketing? Have marketers gone too far in creating these Brand Brats? How is this affecting parenting? Is it good for the economy?

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ABOUT THE AUTHOR
image of Elaine Fogel

Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel