These are the facts. An average child in the United States, Australia and the UK sees between 20-40,000 commercials a year. The BRANDchild study shows that US children spend 60 per cent more time watching television each year that they spend in school. Children as young as three can recognize brand logos, and expert say that each lifetime consumer may be worth US$ 100,000 to a retailer, kaing effective dradle-to-grave strategies extremely valuable.

Let's take a closer look at some of the motivators driving today's tweens. It's sad - but unfortunately true - that fear and pressure are the two most common elements characterizing the daily lives of tweens. 44 percent of tweens reports pressure to achieve academically; 29 per cent felt preasure to belong socially; 19 per cent felt pressure to use alcohol and drugs. So although this may be the most affluent generation to walk the planet, it also has the dubious distinction of being the most insecure and depressed. And whatever faith they seem to have, it's all invested in the power of the brand. Brands have become a contemporary express of devotion. The BRANDchild study shows that there are seven major factors which contribute to the fear and anxiety of tweens. Read chapter 11 and learn more about these and how important it is to understand these factors before communicating to kids.

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