Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Tween
Connect
Brands are launching initiatives to help Gen Z stay social and mindful.
4.0
Trend score
Trend
What is the Tween Connect trend?
Tween Connect: Many brands are releasing various interactive and kid-friendly initiatives to highlight the importance of physical distancing during COVID-19. These launches have the objective to inform kids about the health pandemic, as well as to keep them connected with their friends.
Insight
The consumer insight behind the Tween Connect trend
Gen Z consumers are at an age where they are socially flourishing and as a result, many are finding it difficult to get accustomed to the need for physical distancing, often becoming restless at home. While some contemporary communication tools are not built for younger audiences, there is now a demand for accessible and kid-friendly activations that allow users to connect with their friends in creative and entertaining ways. Since these types of innovations allow Gen Z to be socially active while still maintaining a proper distance, such tools can often have a stress-relieving effect.
Trend themes
Themes within the Tween Connect trend
Three behaviours holding the trend together01
Kid-friendly COVID-19 Initiatives
Kid-friendly activations that allow users to connect with friends in creative and entertaining ways are in demand for Gen Z consumers, leading to disruptive innovation opportunities for socially interactive and educational mobile apps, safe interactive games, and AR social distancing lenses.
02
Self-Care and Mental Health Initiatives
Initiatives like 'Wanna Talk About It?' are aimed at maintaining self-care and mental health rituals during a pandemic, providing disruptive innovation opportunities for similar mental health campaigns utilizing celebrity support and community involvement on social media platforms.
03
Social Distancing Tips for Kids
COVID-19 initiatives from Cartoon Network are becoming necessary in order to communicate to kids the importance of social distancing rules during a pandemic, providing opportunities for organizations to develop creative and engaging content for young audiences, especially those spending more time online.
Industry implications
What the Tween Connect trend means for industry
Where the trend changes the playbookFor
Mobile Apps
There are opportunities to develop kid-friendly mobile apps that encourage social interaction and educate about COVID-19 safety practices during a pandemic.
For
Toy and Collectible Brands
Collectible toy brands can incentivize children to maintain social connections with pen pal and stay-at-home challenges that provide an alternative to screen time during a pandemic.
For
Media and Entertainment Tech
Mental health campaigns like 'Wanna Talk About It?' can be developed using established social media platforms and partnerships with streaming services to provide a celebrity-supported, community-involved outlet for communication and support.
Workshop question
How is your brand addressing consumer concerns in socially trying times?
Trend signals
Trend signals for Tween Connect
Trend score 4.0 out of 10, from popularity 68%, activity 42%, freshness 9%.
Popularity68%
Activity42%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Tween Connect trend
5 featured examples from Mar 26 to Apr 20, 2020CategoryTech
AR Social Distancing Lenses
Snapchat Created New COVID-19 Lenses in Collaboration with the WHO
The integration of AR lenses on social media platforms presents opportunities for businesses to engage with users and promote their products or services in a unique and interactiv…
CategoryLife-Stages
Pen Pal Campaigns
L.O.L. Surprise! is Helping Kids Connect While Social Distancing
Toy companies can disrupt the traditional play experience by combining physical and digital elements to create innovative and interactive products that appeal to modern kids and p…
CategoryLifestyle
Self-Care Live Chat Series
Netflix and Instagram Partner for the 'Wanna Talk About It?' Series
Disruptive innovation opportunity: Leveraging streaming platforms to create unique interactive experiences that combine entertainment and mental health support.
CategoryLife-Stages
Kid-Friendly Social Distancing Tips
Cartoon Network Launched the CNCheckIn Initiative for COVID-19
TV channels and streaming services can learn from Cartoon Network to develop creative, engaging, and informative content for children during times of uncertainty.
CategoryLifestyle
Safety-Encouraging App Games
Zenly's Stay At Home Challenges Gamifies Social Distancing
The mobile app development industry can create apps that encourage safety among users through gamification and location-based features.
