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  • What defines the modern tween?
  • What defines the modern tween?
    Howard County Library System, Creative Commons (2015) ©

How has the tween changed?

In the ten years since the term ‘tween’ was coined, 8- to 12-year-olds have come to control an estimated $43 billion in spending power. But the latest generation are different, having never lived without social media. How should brands target this delicate age group? And how soon is too soon?