# Tween Connect Brands are launching initiatives to help Gen Z stay social and mindful. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Apr 20, 2020 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/tween-connect ## Key Figures - Trend score: 4.0/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 26 to Apr 20, 2020 - Published: Apr 20, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America, Europe, Asia ## Themes within the Tween Connect trend ### 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. ### 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. ### 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. ## What the Tween Connect trend means for industry ### For 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 for Tween Connect Trend score 4.0 out of 10, from popularity 68%, activity 42%, freshness 9%. - Popularity: 68% - Activity: 42% - Freshness: 9% ## Examples of the Tween Connect trend 5 featured examples from Mar 26 to Apr 20, 2020. - [AR Social Distancing Lenses](https://www.trendhunter.com/trends/new-lenses1): Snapchat Created New COVID-19 Lenses in Collaboration with the WHO (Category: Tech) Implication: 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… - [Pen Pal Campaigns](https://www.trendhunter.com/trends/pen-pal-campaign): L.O.L. Surprise! is Helping Kids Connect While Social Distancing (Category: Life-Stages) Implication: 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… - [Self-Care Live Chat Series](https://www.trendhunter.com/trends/live-chat-series): Netflix and Instagram Partner for the 'Wanna Talk About It?' Series (Category: Lifestyle) Implication: Disruptive innovation opportunity: Leveraging streaming platforms to create unique interactive experiences that combine entertainment and mental health support. - [Kid-Friendly Social Distancing Tips](https://www.trendhunter.com/trends/social-distancing-tips): Cartoon Network Launched the CNCheckIn Initiative for COVID-19 (Category: Life-Stages) Implication: TV channels and streaming services can learn from Cartoon Network to develop creative, engaging, and informative content for children during times of uncertainty. - [Safety-Encouraging App Games](https://www.trendhunter.com/trends/zenly): Zenly's Stay At Home Challenges Gamifies Social Distancing (Category: Lifestyle) Implication: The mobile app development industry can create apps that encourage safety among users through gamification and location-based features. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)