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 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

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

Covid-19 News

YouTube is about to become more shoppable.

May 07 2021

YouTube is about to become more shoppable. YPulse told you what social media platforms 13-39-year-olds are open to shopping on, and 40% of Gen Z and 39% of Millennials say they’re open to buying products through YouTube. Now, the video platform is rolling out a new feature that will give viewers a direct CTA to find purchase information for the products that appear in commercials. With the click of a button, viewers can interact with commercials from their mobile device by choosing the on-screen option “send to phone,” which will take consumers to a product information page where they can learn more and add the item to their cart. YouTube’s new brand extensions will give advertisers the power to target ads to specific audiences and will help them measure their conversion rate in Google Ads. The platform’s effort comes when nearly all social media platforms are making it easier for young consumers to discover and purchase new products directly. (TechCrunch)

Hollister is tapping Charli and Dixie D’Amelio for an exclusive apparel brand.

May 07 2021

Hollister is tapping Charli and Dixie D’Amelio for an exclusive apparel brand. YPulse told you that Charli and Dixie D’Amelio served as “Jeaneologists” for Hollister and Abercrombie & Fitch by testing out the quality of of their denim in their #MoreHappyDenimDance on TikTok, which has garnered over 5 billion views. Now the sisters are teaming up with Hollister once again to introduce their very own “trend-forward apparel brand,” Social Tourist, which will feature gender-inclusive pieces, swimwear, skirts, dresses, everyday basics, and limited edition items inspired by the sisters’ personal styles. Social Tourist will give an authentic look into the D’Amelio sisters’ experiences as social media creators, and the sisters have been at the center of the line’s product selection, design, and branding decisions to ensure their personalities are the lifeline of the brand. (Sourcing Journal)

Snapchat is targeting Gen Z with new reality series featuring musicians, content creators, and more.

May 07 2021

Snapchat is targeting Gen Z with new reality series featuring musicians, content creators, and more. YPulse’s Social Media Deep Dive trend research found that comedy and entertainment/celebrity news content are two types of content that Gen Z enjoys most on Snapchat. To keep bringing in these young users, Snap is adding new reality shows to join the company’s 128 Snap Originals series, which will include series starring Megan Thee Stallion and the D’Amelio sisters. According to the social platform, over 90% of Gen Z watched shows featured on Snap Originals last year, and Snapchat is “constantly trying to find stories that we think will resonate with our audience, coupled with talent creators.” Many of the new shows will focus on popular Snapchat creators, like Meme Mom following Nicole TV, one of the fastest-growing accounts on Snapchat, and Twinning Out following Niki and Gabi DeMartino. Snapchat is also launching Snap Creator Marketplace at the end of the month, which will allow businesses to partner with select AR creators through the end of the year, and is planning to roll out the marketplace featuring all of Snap’s content creators early next year. (Variety)

Axe is targeting Gen Z males with its “New Axe Effect” campaign, reimagining what attraction looks like for a “generation of men who are notoriously open-minded.”

May 07 2021

Axe is targeting Gen Z males with its “New Axe Effect” campaign, reimagining what attraction looks like for a “generation of men who are notoriously open-minded.”After trading in its “Axe Effect” slogan for “Find Your Magic” five years ago to leave machismo behind when marketing to Millennial men, Axe is once again evolving their approach with its “New Axe Effect” campaign, taking a more inclusive view of attraction. While the old “Axe Effect” ads notoriously showed women swooning and chasing down Axe users, the new spot, “The Walk,” shows a man (spritzed with Axe body spray) attracting the noses—and sights—of everyone he comes in contact with—men, women, the elderly, and even a dog. The brand’s refined approach to marketing to young consumers comes at a time when Axe’s parent-company, Unilever, is working to highlight the causes young people care most about (social justice, climate change, gender equality) in its messaging. (Marketing Dive)

Headspace and Calm are bringing “mindfulness content” to streaming.

May 07 2021

Headspace and Calm are bringing “mindfulness content” to streaming. Gen Z and Millennials have always been open about their mental health, and YPulse’s State of Mind trend research shows the pandemic has made mental health more of a priority for young people, with 74% saying they want to learn more about mindfulness and meditation. Meditation apps Headspace and Calm surged in downloads in March 2020, and Headspace’s download rates more than doubled when the U.S. went on lockdown in March 2020. Headspace’s head of programming and development notes that by the end of 2020 the meditation app had a 500% increase in subscription purchases from companies. While the meditation app has dabbled in TV programming prior to the pandemic with its Monster Meditation on Sesame Street and Mindful Earth on BBC, the demand for mindfulness content on TV is growing and mental wellness has only grown as an entertainment trend. Headspace has already launched the first two of three of its Netflix shows with Headspace Guide to Meditation along with Headspace Guide to Sleep, and now rival app Calm is headed to HBO Max for a 10-episode series called A World of Calm. Both shows are expanding from their in-app meditation experiences to provide longer segments of mindfulness content that will help people relax, learn how to meditate, and develop better sleeping habits. (IndieWire)

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