Perhaps a way to understand this market is to understand their primary motivations: Independence, individuality and peer group acceptance are all apart of a tweens ‘driving force’. In realising this, a product or service that couples itself with one or more of these ideals will be successful in targeting this segment.

The tween market refers to any consumer within the 9-14 age group. This group is unlike any other from previous generations, with their increased knowledge of the world around them adding to their cynicism and intelligence in making product decisions. As Guber and Perry (1993) state ‘…more aware of the environment, social issues confronting their families…with a keen awareness of drugs, social problems, pollution, AIDS, teenage pregnancy and other grim realities.’ Does

In summation, although we understand how to manipulate this market through looking at their ideals, this market is no more vulnerable than any adult market with tweens being old enough and aware to make purchase decisions without being controlled by marketers.

Some topics in this essay:
Martin Lindstrom, Celine Dion, Guber Perry, Harry Potter, Joe Camel, Nigel Hollis, dual communications, previous generations, target market, market segment, dual communications strategies, independence individuality peer, tweens grow faster, peer leaders, communicate message, tweens understanding, individuality peer acceptance, individuality peer, grow faster previous, peer acceptance, ethical debate,