The making of tomorrow's consumer

This paper sets out to explore how global tweens (8 - 14 year olds) living in urban areas view their world and how this influences the relationship they have with grown-up brands.

The Making Of Tomorrow's Consumer

Jean McDougallMillward Brown Group andDavid Chantrey Millward Brown UK

The importance of young consumers

In generations past, children were seen and not heard. Not so today. Today's tweens may still technically be children...

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