What you need to know

Although they represent a small share of the population and spending power, teens continue to dictate where the US market is going and how it will look in the future. Parents still have a significant amount of power over teens and their choices, but teens are asserting their independence now more than ever as they increase their digital footprint. Mobile lives and digital interactions shape how teens discover new trends and how they interact with the world around them. The fear of judgment doesn’t go away as younger generations enter teen years, but the digital world has guided wayward teens to their tribes, creating more exciting ways for brands to interact with these young consumers in real time.

Definition

For the purposes of this Report, Mintel uses the following definitions:

  • Teens: children aged 12-17

  • Younger teens: children aged 12-14

  • Older teens: children aged 15-17

  • Gen Z: Consumers born between 1995 and 2007. Gen Z is currently between the age of 12 and 24.

This Report builds on analysis presented in Activities of Kids and Teens – US, March 2018 and Marketing to Gen Z – US, May 2019.

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