Wanted: Editorial Assistant at YPulse NYC!
Are you fascinated by youth culture, and figuring out the hows and whys of big trends? Do you love writing and reading about Gen Z, Millennials, and the impact they’re making on the world? This…
The Power of Community: A Research Project by Reddit & YPulse
The social media landscape is changing. The tools that are supposed to bring us together are often making us feel more isolated and distant from one another. Alienation is the name of the game online.…
Wanted: Senior Market Research Strategist at YPulse NYC!
YPulse is hiring a Senior Market Research Strategist to join our NYC team. ABOUT YPULSE With 15 years of experience studying tweens, teens and twenty-somethings, YPulse is the leading authority on youth. We’re a team…
Wanted: Marketing Operations Lead at YPulse
Who We Are YPulse is the world leader in youth consumer insights and advisory. Every day, for clients like Netflix, YouTube, Victoria Secret and nearly 100 others, we develop deep insights into teens and young…
Wanted: Manager, Outbound Demand Generation at YPulse
Who We Are YPulse is the world leader in youth consumer insights and advisory. Every day, for clients like Netflix, YouTube, Victoria Secret and nearly 100 others, we develop deep insights into teens and young…
Wanted At YPulse: Research Operations Analyst
Survey Programming / Data Processing / Data Analysis / Data Visualization Join our rapidly growing media and market research team for an opportunity to work across a broad variety of research and technical functions, gaining…
Wanted: Research Operations Programmer / Analyst at YPulse
Role Description Survey Programming / Front-end Developer / Data Visualization To apply, please send a cover letter and your resume to jobs@ypulse.com. Join our rapidly growing media and market research team for an opportunity to…
Wanted: Freelance Tableau Developer
ABOUT YPULSE With 15 years of experience studying tweens, teens and twenty-somethings, YPulse is the leading authority on youth. We’re a team of intelligent and creative researchers, data scientists, and trend forecasters that help brands…
Dear Subscriber:
In March, YPulse launched our COVID-19 hub to provide accurate real-time data on the immediate, drastic changes to Gen Z and Millennials' lives in quarantine. We created nine webinars, 13 reports, and over 50 feature articles to guide brands through the crisis, and as a public service opened access to our COVID-19 articles and webinars to all readers.
Now, we're looking at what comes next for young consumers. As they navigate a post-COVID world, we'll be integrating our coverage of the pandemic's ongoing impacts into all of our subscriber-exclusive research on these generations.
On June 1, we will return to our regular reporting schedule. Current YPulse subscribers will continue to have unlimited access to all our articles, weekly behavioral reports, monthly trend reports, and monthly webinars on Gen Z and Millennials.
If you have questions, please don’t hesitate to reach out at success@ypulse.com.
Watch our entire series of COVID-19 webinars here.
See how nearly 400+ Millennial & Gen Z brands have fared before and after the pandemic (Pro Subscribers Only).
Upgrade from Prime to Pro, and get access to +1,000,000 datapoints on Millennial and Gen Z brands and behaviors.
Reports
After Corona
Over half of 13-39-year-olds tell YPulse that there are changes they’ve made because of Coronavirus crisis that they would like to keep as part of their life. From shopping to entertainment, their new habits are…
The Next Wave of Health & Fitness
With gyms closed and quarantines in place, young people who are staying active are doing so within their home. In response, fitness brands are taking their at-home offerings to the next level with mobile apps,…
The COVID Media Boom: Media Consumption During & After the Crisis
With the majority of young consumers in quarantine, entertainment has quickly shifted to an essential and media consumption has experienced a boom. From video streaming to listening to music to gaming, these isolated generations are…
COVID-19 Special Report: Gen Z’s Education Interrupted
When remote learning began, most students saw Coronavirus as a short-term problem. But their time at home has stretched longer, and now many won’t be returning to school this year. Remote learning has become a…
COVID-19 Special Report: Employment & Career Plans, What’s Changed
Young consumers’ worlds have been quickly and drastically altered, and financially they are struggling. The crisis has unquestionably impacted them, and changed their career paths—but there is optimism about the future. And while the future…
COVID-19 Special Report: Surviving COVID & What Comes Next
Our surveys of 13-39-year-olds in the U.S. show that their worlds have been quickly and drastically altered, and they are still attempting to adjust to the new normal—with some struggles. Understanding that the crisis will…
COVID-19 Special Report: How COVID-19 Has Changed Social Media Use
With the majority of young consumers in quarantine, staying connected and entertained has quickly shifted from leisure to an essential. And social platforms are getting more of their attention, with Gen Z and Millennials spending…
COVID-19 Special Report: How Sports Fans Are Coping
What are young sports fans watching with games on pause – and what do they want to watch? What competitive content trends are being fueled by quarantine, and which have staying power? This report explores…
COVID-19 Special Report: Hobbies & Pastimes in Quarantine
When we explored what young consumers are doing to survive quarantine we found that escaping boredom would be a priority for them during this time. Now, we’ve taken a closer look at the pastimes and…
COVID-19 Special Report: Grocery Shopping
Gen Z and Millennials have not been immune to the grocery frenzy that has taken over during the Coronavirus crisis. Groceries have suddenly become a major focus for young consumers, and while they have long…
Articles
Here’s How Students & Parents Are Feeling About Back to School Shopping, In 3 Charts
We asked Gen Z students and Millennial parents their current feelings about back to school shopping this year—here’s what they told us…
Here’s What Young Consumers Plan to Keep Buying Online for the Next Year
We asked young consumers where they plan to shop for clothing, groceries, makeup and more for the next 12 months… The future of shopping is being created right now. YPulse’s latest trend report Retail’s New…
3 Brands Showing Experience Marketing and Social Distancing Can Coexist
Can experience marketing survive a pandemic? These brands are showing how it’s done… For some time, experience marketing has been a vital way to reach young consumers—and then COVID came. In the wake of the…
Why Outdoor Playtime is More Popular than Ever
During the pandemic, the demand for outdoor toys has skyrocketed. Here’s what’s happening …
Has Gen Z & Millennials’ Makeup Use Changed for Good?
Will Gen Z & Millennial women leave makeup behind now? These three stats hint at the future…
These Are the Services Young Consumers Have Flocked to Since COVID Began
Half of young consumers say they have signed up for a new service since COVID began—here’s the breakdown…
6 More Trends That Coronavirus Has Accelerated
The pandemic has accelerated trends that young consumers were already fueling…
Quarantined Gen Z & Millennials Have Made These YouTube Channels Massively Popular
TikTok may be having a moment, but YouTube still rules Gen Z (and Millennial parents’) entertainment. And during COVID these channels have gotten massively popular…
Why Brands Should Keep Making “Scrappy” Ads Post-COVID
Brands have been forced to get creative to make ads during quarantines, and the results are actually more suited to appeal to young consumers…
This App Wants to Change How Gen Z Shops
The way Gen Z buys clothes is changing—and Mada wants to be the future online space for these young shoppers …
News
Bumble and BABE Wine are teaming up to cover the moving costs for pandemic breakups.
Bumble and BABE Wine are teaming up to cover the moving costs for pandemic breakups. YPulse’s After Corona trend research found that in early May, 10% of 24-34-year-olds had ended a relationship during quarantine—a stat that has likely only grown over time. For those couples breaking up during the pandemic, Bumble and BABE Wine have got their backs. The wine brand and women-first dating app launched a social media campaign announcing that they will pay for the moving costs for young people living with an ex during COVID. To win, Instagram users are asked to tag themselves on the “moving on” post on BABE’s @drinkbabe account. The brand will choose five winners who look like they’re “turning their breakup in a glow up.” For the campaign, the “mock moving company” B&B Movers is promoting services like moving furniture, “removing all traces from an ex from a smartphone,” and tailoring Bumble profiles to “get back into the dating scene.” (Mobile Marketer)
The pandemic could be making influencer marketing even more influential.
The pandemic could be making influencer marketing even more influential. COVID has certainly changed influencer marketing, but could all of the increased attention actually be making it stand out more in the advertising world? Across social platforms like TikTok, Instagram, Snapchat, and YouTube, some influencers have “very large” followings sometimes reaching into the millions. According to a survey from digital marketing firm A&E, ad prices are only moderately rising despite an increase in influencer engagement, higher social media use “bodes well” for the future of influencer marketing, and that the industry is offering better value and more targeted messaging. In fact, YPulse’s influencer marketing survey found that Gen Z is more engaged with online celebs than ever before. (Forbes)
Schools are deciding when to close again due to COVID as teens continue to be apprehensive about returning.
Schools are deciding when to close again due to COVID as teens continue to be apprehensive about returning. As schools finalize their reopening plans for the fall, many districts are struggling how to address when to close if staff and students fall ill with the virus, and if COVID cases are to surge again. However, according to a Junior Achievement survey, the majority of students aren’t exactly excited to return in the first place. The report found that 66% of 13-17-year-olds are concerned about attending school in-person this fall, while 71% say their parents or caregivers are concerned about them attending in-person. Twenty-six percent reported that they would prefer to have a “blended schedule” where they attend a few days a week, while 30% say they would prefer classes exclusively online. Our Gen Z’s Education Interrupted report found only 39% of middle and high schoolers said they would feel comfortable going back to school when a vaccine is available. (WSJ, PRNewswire)
IKEA is selling “vacations in a box” to transport quarantined young travelers “in spirit.”
IKEA is selling “vacations in a box” to transport quarantined young travelers “in spirit.” YPulse’s travel report found that 65% of 13-39-year-olds have cut back on the amount they travel because of COVID, and IKEA is the latest brand to try to recreate the travel experience for cooped up young consumers. Their Dubai branch has launched “vacations in a box” inspired by some of the most desired vacation destinations—like Paris, Turkey, the Maldives, and Tokyo. Each box contains curated products like pillows, tableware, candles, and artwork so people can “experience a French-style candlelit dinner or sip green tea while kneeling on cushions inspired by Tokyo.” (Adweek)
The pandemic has increased loneliness among Gen Z, but teens are finding ways to support each other.
The pandemic has increased loneliness among Gen Z, but teens are finding ways to support each other. According to a study from the Rox Institute for Research & Training, 78% of fifth through eighth grade girls feel more lonely and isolated since the pandemic began, and the same is true for older teens. The report found that a third of 10-14-year-old girls are spending four or more hours a day on social media—primarily on apps like TikTok, Snapchat, and Instagram. According to experts, all that time on social media is “contributing to loneliness.” And while some brands have already stepped up to address mental health, some teens are taking matters into their own hands by creating resources to support their constituents. A group of California-based high schoolers created “Teenager Therapy,” a podcast to chat about their daily lives and it’s become a “lifeline” for students. (WSJ, NYTimes)
Lollapalooza is the latest event to go virtual, hosting a “Lolla2020” livestream event this summer.
Lollapalooza is the latest event to go virtual, hosting a “Lolla2020” livestream event this summer. Virtual events and livestream concerts have replaced live events during the pandemic, and it looks like the trend will be continuing. The annual Lollapalooza festival is going digital this year, rebranding as “Lolla2020” for a free four-day broadcast event on YouTube starting tomorrow. The content is expected to be a combination of “iconic” old sets and new live originals from H.E.R, Kaskade, Louis the Child, The Neighbourhood, Vic Mensa, and Yungblud, as well as special appearances from Michelle Obama, Common, and LL Cool J. This is the first all-digital version of the music fest, which is one of the last major events to cancel its in-person plans. (UPROXX, The Verge)
The NBA teamed up Microsoft and Michelob Ultra to bring young sports fans to the courtside virtually.
The NBA teamed up Microsoft and Michelob Ultra to bring young sports fans to the courtside virtually. To give basketball fans the experience of being at a game, the NBA is collaborating with Microsoft’s video conferencing service Teams. To create the experience, the NBA will be using the platform’s “Together Mode,” allowing three hundred fans, split by team, to cheer and jeer on the league’s 17-foot sideline video board that will be installed in the arena, while audio from the feeds will be incorporated into the live game’s broadcast. Meanwhile, the league is partnering with Michelob Ultra, which will be in charge of giveaways and prizes on their own social channels, as alcohol brands continue to find different ways to reach young consumers. (Adweek, Mobile Marketer)
Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.”
Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.” We told you how students and parents are feeling about back to school shopping this year and despite the uncertainty, retailers remain optimistic. But they are taking different marketing approaches, skipping “typically sunny seasonal fare” to address current issues affecting today’s teens. JanSport’s #LightenTheLoad campaign has been focusing on ways to support Gen Z’s mental health. Meanwhile, Old Navy launched a campaign starring young Black activists, while also promoting their tween-focused, gender inclusive apparel collection in collaboration with PopSugar. American Eagle also released a remotely produced campaign featuring TikTok stars, and created a new active lifestyle sub-brand through Aerie that is oriented around health, wellness, and body positivity. (Marketing Dive, Sourcing Journal, Glossy)
Moving back home during the pandemic is allowing young adults to “financially reset and save.”
Moving back home during the pandemic is allowing young adults to “financially reset and save.” According to Zillow, almost 3 million young adults have moved in with a parent or grandparent to ride out the pandemic—and our latest finance and spending monitor found that 20% of 19-37-year-olds have had to move in with family to save money because of COVID. For many Gen Z and Millennials switching to remote working, this provides the opportunity to leave expensive cities and “financially reset and save” for their futures as they cut out other costs that would have otherwise been used for leisure activities like traveling or dining out. A Travis Credit Union survey found that 73% of respondents believe the pandemic will reshape their financial habits in the future. (CNBC, WSJ)
Thanks to COVID, “omnipresent” virtual influencers are in high demand.
Thanks to COVID, “omnipresent” virtual influencers are in high demand. Sure, the pandemic has impacted influencer marketing and as brands figure out ways to adapt to the industry’s shifting landscape, virtual influencers just might be another solution for them. Many travel influencers have had to pause their partnerships and content due to lockdowns and restrictions, but companies that create computer generated influencers, like Brud, The Diigtals, and Genies, have seen a surge in business. Since these types of influencers can go “anywhere, anytime, without having to adhere to any social distancing and stay-at-home orders,” brands have been showing an increased interest in incorporating them into their marketing. For instance, notable virtual influencers Shudu Gram and Lil Miquela have been completing projects “as usual” teaming up with brands like Givenchy, Samsung, Prada, and Calvin Klein. (Digital Information World)