Family Fun (for the dog too!): Getting Tweens and Parents Outside

A couple of weeks ago a copy of The Hot Sheet: Tweens Grow Up, a youth market trend report produced by the Zandl Group, landed in our email inbox.  Its delivery coincided with a recent trip to the Outdoor Industry Association Rendezvous where how to effectively market to youth was a key focus. We interviewed Anna D’Agrosa, editor of The Hot Sheet, to get her insights on the opportunities for the outdoor industry to reach out to tweens (8-14-year-olds), who, according to the Zandl Group are “the new teens.” And, unlike in the case of older teens and young adults, parental influence is playing an increasing role.

aH: With adult and childhood obesity also on the rise, what do you think outdoor/sports companies can do to help drive interest, participation and ultimately purchases among tweens and their parents?

AD: We’re noticing an increase in parents’ participation in children’s lives, and children accompanying parents to more adult forums (e.g. restaurants, movies).  Sports/activities perceived as fun AND active (e.g. roller skating) that the whole family can participate in are attractive to parents.  Parents are also increasingly interested in “well-rounded” children.  The focus on traditional team sports has waned and parents are more interested in their children’s future college applications.  Activities that can be positioned as contributing to a child’s overall development are becoming more desirable.  In our interviews of parents of young children, we have also noted concerns with obesity and interest in workouts for children (e.g. child-focused gyms, classes).

 
aH: Do you have any information on non-team sports and tweens - e.g, surfing, kayaking, rock climbing, etc.?

AD: We have seen increases in certain non-team sport activities with tweens. Both boys and girls are showing a greater interest in bike riding.  This is a trend happening throughout all age groups.  There are more different kinds of bikes on the market (e.g. BMX, retro cruisers, multiple-speed racing bikes).  The National Bike Dealers Association estimates that 20 million bicycles were sold in 2005 – up over one million from 2004.  Fifty-two cities and towns in the US have been designated as “bicycle-friendly communities” by the League of American Bicyclists – and the 2005 US federal transportation act earmarked $3.5 billion to improve bicycle & pedestrian facilities through 2009 (almost double that of the 1998 act).

(Skateboarding is on the rise with tween boys.  We’ve also noted a small increase in snowboarding, karate/martial arts and rock climbing.)

 
aH: Much research has been published regarding cause-marketing and a positive association among Millenials.  How aware/concerned are tweens about the future and the larger world around them?   Is this something more brands should consider leveraging?

AD: Tweens are becoming more aware and interested in the world around them. It has become inescapable for them in recent years as was alluded to in the press release – they have grown up post-911 with war on the news and the Internet providing endless knowledge of the realities of the world around them.  The biggest area of topical concern for our tween panelists is the current war.  When asked what they wish for, responses include:   “world peace,” “ending hunger,” “no more natural disasters,” “cleaning up the world.”  The “Angelina Jolie effect” (adoption of children from underprivileged countries) is also making its way to tween sensibilities.  They see Angelina as a role model for her philanthropy.  This increased awareness also leads to fear and anxiety, however, so brands need to be positive and delicate in their approach to cause marketing.  There is danger in highlighting topics, which may become scary/ turn tweens off. Tweens are extremely into their pets and animal welfare in general.  There are opportunities for brands to align themselves with animal rights/adoption groups (e.g. Humane Society) in order to reach out to tweens.