From buying J-14 Magazine to shopping at Limited Too, there was nothing like being a tween in the late 90s and early 2000s. A term that encompasses ages eight to 12, tweens occupied the space between children and teenagers. They maintained a sense of innocence while stepping into their independence. With a new set of hormones yet an attachment to her childhood, they were a distinct demographic that has seemingly washed away in recent years.

The death of the tween space has made it difficult for parents to navigate raising this fragile age. They want to protect their childlike purity, while allowing them to blossom in a healthy manner.

Why Did The Tween Demographic Die?

In the early 2000s, stores, like Justice, Claire’s and Limited Too, were booming. Quizzes and posters of young Disney and Nickelodeon stars filled the pages of J-14 and Tiger Beat magazines. You could buy glitter nail polishes, chapsticks that tasted like berries, and trade homemade friendship bracelets. You had your own set of television shows and witnessed technology advance from afar.

However, with the inception of social media, the tween demographic has seemingly disappeared. Many of the shows and movies aimed at tweens have disappeared in the past few years. Those same kids are being fed adult makeup tutorials and TikTok dances, disconnecting them from any interest in things targeted to younger ages. They prefer to spend their time in Sephora and shop in stores targeted towards young adults. They’re already investing in anti-aging creams and exclusively wear crop tops.

With the rise in influencers comes a very clear message of what it looks like to be cool and valuable. At the same time, cringe culture says it’s shameful to be annoying and quirky, which are all the things that being young is all about. Tweens are constantly ingesting messaging about growing up sooner rather than later, whether they consciously want to or not.

Protecting Your Tweens

Times may have changed, but that doesn’t mean you have to sacrifice your child’s wellbeing. The tween age is crucial because it aids in a child’s transition from kid to teenager. Without much of a buffer period, it can be overwhelming to step into a whole new identity. Here are some small tips that can make all the difference.

Regulate Their Internet Usage

Instagram and TikTok can be damaging for any age, most especially the tween age. While most platforms require the users to be at least 13 years old, Insider Intelligence found that over 2 percent of TikTok’s user base is 11 years old and younger. While this might seem like a small amount, the app has over one billion users worldwide, which means roughly 25 million young tweens are on the app. With that, it’s important to monitor and regulate their screen time.

Keep Them In Kid-Friendly Activities

Enrolling tweensin group activities gives them a third space and keeps them active outside of being online. From sports to arts, gauge what they’re interested in and find a way to make it a regulated group activity.

Listen To Them

There are a ton of changes going on in and around them. New hormones and social hierarchy are coming in a mile a minute, which is why it’s important to hold space for them as they journey through their emotional development. Offer seeds of advice while allowing them to share their fears and anxieties about growing up in a safe container.

Prioritize Home Life

Tweens who have a warm environment at home are more likely to communicate openly and feel safe enough to be themselves. Prioritize family time with consistent dinners at the table, weekly traditions and partaking in activities that honor their interests, too. If it’s feasible, consider going on a phone-free family vacation. With a home life they actually enjoy, they’ll be less inclined to grow up too fast.

Watch Your Old Favorite Shows

With the birth of streaming, it’s easier than ever to introduce your tween to the shows and movies you loved when you were their age. While there may be less content for their demographic produced now, all the golden stuff still holds up. Watch a marathon of your favorites pay attention to what they specifically like and aren’t as interested in.