Since 2021, YPulse has been helping brands understand Gen Z and Millennials in five countries in Western Europe: the U.K., France, Germany, Spain, and Italy. Whether that’s the macro trends of how they’re changing shopping, the social media platforms they use, the causes they care about, or much, much more, YPulse has the data. For instance, in YPulse’s recent research on subcultures, and how they’re a global trend among Gen Z, we’ve identified specific subcultures unique to young Europeans. While young Europeans certainly share a borderless online culture with their peers in North America—and even amongst each other—where they live...