Fact #2

80% of all brands need to include tweens in their marketing strategy. Has that always been the case? Whatever happened to the days when mothers controlled the purse and influenced the purchasing decisions at home?

MARTIN LINDSTROM: Things switched about seven or eight years ago (around 2000). Kids have more time than their parents. Parents are also beginning to feel guilty about not having enough time for their kids, especially as there are more divorced parents. It's not a question of whether that's a good or bad thing for brands; it's just a different audience today.

Term of the day:
"Contextual branding," which is about sending the right message to the right person at the right time.