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Dear Reader:

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 do not have a YPulse subscription, you can still keep up with the latest insights by registering at YPulse.com. Access up to three free articles each month or sign-up for the free weekly newsletter. If you're interested in joining some of the world's leading youth brands, like YouTube, TOMs, and Disney, visit Plans and Pricing. Explore how you can also leverage our platform's over 3,000,000 youth data points, hundreds of reports, and the most robust youth brand tracker to connect more deeply with Gen Z and Millennial consumers.

If you have questions, please don’t hesitate to reach out at success@ypulse.com.

The YPulse COVID-19 Hub

YPulse is carefully monitoring COVID-19’s impact on young consumers and how brands can respond. As a service to our readers, YPulse has unlocked all COVID-19 articles and newsfeed items. Check back daily for the latest news on how Millennials and Gen Zs are dramatically changing their spending, behaviors, and attitudes in the wake of the pandemic.

YPulse Subscribers:  Click below for the most complete and up-to-date data on young people and COVID-19, including exclusive reports and brand tracking data since the pandemic began.

Don't have a subscription? Discover all of the added benefits of a YPulse subscription. In the meantime, bookmark this page and stay up to date on YPulse's latest COVID-19 coverage.

See how 400+ brands have fared since the pandemic

Contact us to find out how you can access the YPulse Brand Tracker and see how over 400 brands have fared with Millennial and Gen Z consumers before and after COVID.

Did you know ...
%

of Millennials and Gen Zs have been affected by COVID-19

%

believe it's neccessary for brands to do something to help with COVID-19

%

believe brands have just as much responsibility as everyone else to help stop the spread of COVID-19

TikTok is starting a summer songwriting academy to help diverse students break into the industry.

Jul 02 2020
TikTok is starting a summer songwriting academy to help diverse students break into the industry. The Gen Z app, known for organically creating viral music stars, is launching the Summer Songwriting Academy in partnership with After-School All-Stars, Sony/ATV, and Syracuse University. The initiative was started to assist students of color with less access to resources to find a platform to “express the experiences and inequalities of their communities.” Thirteen students have been selected to partake in this year’s remote program. Every week, artists like Timbaland, Jozzy, and Jack Harlow will livestream themselves sharing tips about their creative process and the stories behind some of their biggest hits, using the hashtag #BehindTheSong. (Rolling Stone, Black Enterprise)

Snapchat just launched a new “shoppable” AR try-on campaign for Gucci shoes. 

Jul 02 2020
Snapchat just launched a new “shoppable” AR try-on campaign for Gucci shoes. While the social platform has featured products in an AR Lens before, this is the first campaign using its “Shoppable AR” technology with a filter in collaboration with the luxury fashion brand. Users will be able to purchase the shoes of their choice from the Lens through a “Shop Now” button. The effort is yet another example of social media shopping speeding up, and brands using augmented reality to reach young consumers on the platforms they spend their time. (Social Media Today, WWD)

Bud Light is releasing a capsule collection of designer merch. 

Jul 02 2020
Bud Light is releasing a capsule collection of designer merch. (Yes, that’s right: Bud Light designer merch.) To continue reaching young consumers during the pandemic, Bud Light is collaborating with Darryl Brown, the designer of Midwest Kids, who used to be a stylist for Kanye West, to create a limited edition streetwear line that includes t-shirts inspired by “summer, Midwestern childhoods and American culture.” Both teams will be using the hashtag #MIDWESTBREWED to promote the collection. Budweiser has been “doubling down on its e-commerce business,” and brand merch continues to trend in the age of Brandoms. (Marketing Dive, WWD)

Millennials are boosting their “emergency funds” as COVID continues to upend their financial plans. 

Jul 02 2020
Millennials are boosting their “emergency funds” as COVID continues to upend their financial plans. YPulse’s Facing COVID Fears and Finances report found that 78% of Millennials have taken financial actions because of Coronavirus—and according to a TD Ameritrade study, more than half of Millennials said they expect the pandemic to impact on their retirement plans. With “PTSD” from the Great Recession still strong, many are taking this time to cut back on spending, whether they’re ordering less take out, delaying real estate plans, or pausing contributions to IRAs. Stocking emergency funds and paying down debt have also become priorities to stabilize finances. (CNBC)

Millennials don’t want to return to the office just yet.

Jul 02 2020
Millennials don’t want to return to the office just yet. According to LinkedIn’s Workforce Confidence Index fielded in India, Gen Z and Millennials aren’t as ready to go back into workplaces when compared to Gen X and Boomers. The report found that 29% of 18-24-year-olds and 32% of 26-40-year-olds want to continue working remotely until they feel safer in their office, while 38% of 41-to-55-year-olds and 29% of 56-to-76-year-olds would be willing to go back as soon as they’re allowed to. YPulse’s exclusive employment and career research found that 32% of U.S. Millennials working from home would like to continue to work from home even after COVID stay-at-home rules are lifted. (Livemint, Money Control)