The Rise of the Tween Shopper

This podcast episode examines the impact of Demetra Dias, a 17-year-old TikTok influencer, whose fashion choices are shaping the spending habits of tweens through the "Demetra Effect." It highlights how Demetra's relatability and the accessibility of social media empower this new generation of consumers, referred to as Gen Alpha, to explore and purchase trendy items. The discussion further explores the significant spending power of tweens, the influence they wield over their families, and the necessity for brands to engage this demographic responsibly, underscoring the evolving landscape of consumer behavior.