What makes Tweenagers tick?
Gen Alphas are returning to school in what’s becoming a stereotypically 2020s combination of financial, cultural, and climate crises. Their summer holidays will have been impacted by heat waves and their parent’s stretched finances – and when they arrive at school, it will be within a context of increasing politicisation. As a counter to the stress of growing up after 2010 and as a result of living online from a much younger age, digital play is hugely important to Gen A. One 2022 Newzoo survey found that 92% of Gen Alphas play games, with 31% saying exploring open worlds is the most appealing.
With gaming a core part of how tweenagers understand the world, there's opportunities to for brands to meet them in their own spaces, and build deeper connections through play. In the cultural sector, we’ve also seen the launch of Replica by the Metropolitan Art Museum and Verizon on Roblox. The new offer invites young adults to explore their vast collection through a virtual world. The approach speaks to the opportunity of building a relationship with tweenagers outside of traditional models.
