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YPulse’s Top 10 Most-Read Articles of 2022

Beauty and fashion trends, Gen Z in the metaverse, and the social causes young people care about most were some of YPulse’s most popular articles this year…

As we round out 2022, YPulse is looking back at the last year to find out which stories about Gen Z and Millennials were the most valuable to our readers. Some of the top articles dive into what makes a brand cool, the biggest problem facing these generations (according to them), and how young people fill their free time. These are YPulse’s 10 most-read articles of 2022:  

1.  Inflation is The Biggest Problem Gen Z and Millennials Say They’re Facing in 2022 

Every year, YPulse asks Gen Z and Millennials what they think the biggest problem their generations are facing right now to get a better sense of their priorities, struggles, and what brands should know they are most concerned about. In 2019, climate change took the top spot for the first time, showing how environmental issues are seriously impacting them. In 2020 and 2021, racism and discrimination and COVID-19 topped the list during two years dominated by the pandemic, political upheaval, and a growing movement around racial injustice. Our 2022 Local / Global Citizenship behavioral report asked 13-39-year-olds again, “What do you think is the biggest problem your generation faces right now?” as an open-ended question, and found two newer concerns are now at the top of their list… 

Read the full article… 

2. 5 Fashion Trends Expected to Take Off With Gen Z & Millennials 

Though the last two years have, yes, been dominated by sweatsuits, new (non-comfy-oriented) fashion trends have emerged during the pandemic. You know that cottagecore was the aesthetic in 2020, and last year saw the continuation of the trend, along with the emergence of other aesthetic-based styles like dark academia. Of course Y2K-era fashion, which we’ve told you has been big for some time now, especially with Gen Z has also grown. 

Read the full article… 

3. The Top 15 Coolest Clothing Brands According To Gen Z and Millennials 

How can brands know if they’re meeting the standard of cool? YPulse’s brand tracker monitors Gen Z and Millennials opinions on brands week-to-week, showing which brands are falling on their imperative cool radar. Our brand tracker is available to Pro subscribers, and measures 13-39-year-olds’ affinity for over 400 brands in North America (and over 800 in Western Europe) across 20 distinct diagnostics. As we do every year, we’ve tracked which fashion and apparel brands they’re most likely to rate as “cool,” and these are young consumers’ coolest clothing brands for 2022… 

Read the full article… 

4. What is Gen Z’s Biggest Hobby? 

While Gen Z and Millennials are spending a lot of time on social media, it’s certainly not the only thing they think about. When they’re online, they’re talking about and connecting through their offline hobbies and passions too, many of which are driven by creativity. So, when brands are thinking about how to reach them, they need to remember their lives go beyond social media—it’s important to be there too, of course, but also to know it’s not the only thing that motivates them or their interests. 

Read the full article… 

5. Why Gen Z is More Likely Than Millennials to Identify as LGBTQ+ 

The number of people who identify as LGBTQ+ is unquestionably on the rise. Last year, a Gallup poll reported the percentage of adults who identify as LGBTQ in the U.S. is growing, increasing from 4.5% in 2017 to 5.6% in 2021. But young people are really the ones behind the increase in LGBTQ identification. YPulse’s data, which looks at a larger proportion of Gen Z, shows that the number of 13-39-year-olds who identify as LGBTQ+ has increased even more significantly. 

Read the full article… 

6. The Top 10 Things Gen Z & Millennials Are Doing in Their Free Time 

With multiple media competing for their attention, what exactly are young consumers spending their free time on the most? Our hobbies and passions behavioral report asks 13-39-year-olds what they do in their free time for pleasure, and had respondents choose from a list of 30 activities ranging from screen-based to active. The full list included everything from exercise to cooking/baking to online shopping to watching TV—and these are the top 10 responses for each generation… 

Read the full article… 

7. Gen Z is Already in the Metaverse 

What does the metaverse actually mean to Gen Z and Millennials? YPulse’s The Metaverse trend report looks at the current realities of virtual spaces, how young people are truly participating in them today, what the future of the metaverse may look like, and how brands can pioneer their own virtual pathways. The truth is that Gen Z and Millennials have already been in the metaverse for some time now. 

Read the full article… 

8. What Social Causes Are Young People Passionate About Right Now? 

In the last few years, young consumers have become more activated than ever as the pandemic put a spotlight on long-standing social issues impacting their generations. Of course, the pandemic itself also became a cause that mattered to them, with YPulse finding that COVID-19 was the top social cause that young people cared about in 2021. But as we enter a new phase of the crisis and their views begin to shift (see: YPulse’s The In-Between trend research) are the causes they’re most passionate about shifting as well?  

Read the full article… 

9. What Luxury Brands Do Young Consumers Want to Own? 

YPulse’s Luxury report research found that the majority of 13-39-year-olds say luxury brands should make some affordable items so more people could own them. While they might not be able to afford the highest price items on the menu, so to speak, they still have interest in owning a piece of the brands. 

Read the full article… 

10. These Are The Beauty Trends Gen Z & Millennials Are Fueling in 2022 

2021 saw its fair share of hair, makeup, and beauty trends, from “wolf cuts” and the “Farrah Fawcett flip” to trendy press-ons and French manicures made cool again. But it’s a new year, and it’s got new trends to go with it. We looked at some of the biggest beauty trend predictions from Ulta Beauty, Pinterest, and Instagram, while analyzing our own data to round up the top beauty trends young consumers are fueling in 2022… 

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