As young Millennials and Tweens gain independence, the lines between shopper and influencer continues to blur between generations. Mother-and-daughter shopping is expanding into new territory, thanks to mobile technology and social media, that lets kids to do the ‘shopping’ while allowing parents to still have influence. Select retailers are recognizing this trend by offering targeted coupons to both moms and kids and personal digital catalogs, created by kids and sharable with moms.

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Brands and retailers would be wise to recognize this trend and create programs with capabilities to reach both the shopper and the influencer.  Even more intriguing is the reverse influence that tech-savvy kids can have on influencing their parents on new and emerging technologies. What influence will kids have influencing their parents on your category? #MarsTalk