Teens might prefer to hit their favorite stores with friends, but they’re not afraid to buy the same brands as their parents. In Maruchi’s latest article for MediaPost’s Engage:Teens blog, she discovers exactly “How Brands Are Passed Down (and Up) Between Generations.”

 Roughly a dozen teens told us about introducing their parents to newer brands like Rue21 and Trader Joe’s. These same young people also shared stories about discovering established brands, such as Nordstrom, Chanel and GAP, with a little help from mom and dad. But there is a limit to all this sharing: Teens expressed frustration when parents started buying such teen specific brands as Victoria’s Secret PINK.

For brands, these parent-child referrals represent a big opportunity. Find out more about what drives these recommendations and how to encourage them in the full article.