When it comes to marketing and demographics, children roughly between the ages of 8 and 14 have become a potentially lucrative customer base known as tweens. Tweens are considered to be "in between" the traditional child and teenager stages of development. Many tweens see themselves as trendy and fashionable junior versions of their adolescent siblings, not children dependent on their parents' sensibilities. Marketers are especially interested in the lifestyles of tweens, because brand loyalty often begins during the tween stage.

Many elements of modern popular culture have actually been studied through the eyes of tweens first. It is not unusual for a motion picture company to recruit tweens as test audiences for upcoming releases. If the movie can hold the attention of notoriously fickle tweens, then it may have a successful general release. If tweens dislike a movie, however, their opinions and criticisms could lead to rewrites and re-editing. The same holds true with tweens and other pop culture consumables such as video games, music and toys.

The tweens culture is also fueled by celebrity. Tweens today still read fanzines filled with young, attractive musicians and movie stars. Tweens also read their older siblings' magazines, which means marketing experts spend a great deal of time and money creating advertising geared towards the younger tweens. The use of highly sexualized images of model tweens and the emphasis on "coolness" has become controversial over the years. Certain cigarette companies have been known to create cartoon characters which appeal primarily to male tweens. Clothing catalogs have also featured tweens in sexually provocative poses as part of campaigns aimed at a younger consumer base.

Tweens do have a significant amount of buying power, although their sources of income are generally limited to the generosity of their parents. Many tweens receive a generous allowance, but they are not old enough to earn their own income. This is why so many marketing and advertising companies attempt to infiltrate the ranks of tweens. If a tween only has enough money to buy one pair of jeans, for instance, which brand would he or she choose? Do tweens discuss new products with other tweens? Is a particular product popular with tweens, or is it already on its way out? Some analysts see tweens as the barometer of trendiness, but trends and fads often end before industries can tap into them.

Some say the tweens are the new teenagers, since they also view themselves as independent and mature individuals. A 10 year old girl today often faces the same self-esteem and body image issues faced by a 15 year old teenager only a generation ago. Tweens have literally grown up with technologies their parents only experienced as adults. Tweens often seek immediate gratification, which is another problem faced by marketers and advertisers. Brands targeted towards tweens should deliver what they promise instantly or risk becoming unpopular just as quickly.