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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.

Miss a COVID-19 webinar? Click here to catch the replays.

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.

Subscribers

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.

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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.

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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 Articles

YPulse’s 2022 Predictions Came True—Here’s The Proof

Jan 10 2023
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Gen Z and Millennials Continue Their Moves Into a “New Normal”

Aug 01 2022
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The Biggest Problem Gen Z & Millennials Say They’re Facing in 2022

Jun 14 2022
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15 Things Young Europeans Started During the Pandemic That They Want to Keep Doing 

Feb 03 2022
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Young Europeans’ Top Personal Goals—and How COVID Changed Them, in 2 Charts

Jan 25 2022
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17 Things Young People Did Before COVID-19 That They Don’t Want to Do Again

Jan 24 2022
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What Do Gen Z & Millennials Have Planned for 2022?

Jan 12 2022
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These Marketing Trends Took Over 2021

Dec 23 2021
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COVID Has Changed Parenting in Western Europe—Here’s How

Sep 28 2021
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WE Consumers Don’t Think COVID Is Over Yet—But They’re Ready to Get Out of the House

Sep 16 2021
Read More

Covid-19 News

More shoppers are using buy now, pay later services when grocery shopping. 

Mar 24 2023

More shoppers are using buy now, pay later services when grocery shopping. There’s a running joke on the internet about the high cost of eggs and record food prices in general. But the joke is also a difficult reality for young shoppers. According to data from Adobe, “in the first two months of this year, the share of [BNPL] orders for groceries increased 40% over the year-earlier period.” YPulse’s recent Food Shopping and Trends report data shows that 70% of Gen Z and Millennials are buying their groceries online and over a quarter who have say they’ve used a BNPL service to do so. (AdAge)

TikTok’s “shoppertainment” sales model is not good for Gen Z’s wallets. 

Mar 24 2023

TikTok’s “shoppertainment” sales model is not good for Gen Z’s wallets. The official TikTok for Business webpage refers to the app’s “shoppertainment” content as “an infinite loop”—and young shoppers are finding it hard to escape. We know TikTok’s algorithm is designed to provide personalized entertaining content that keeps users on the app and recently, the app’s sales pitch to brands is promising that users will not only be more inclined to make purchases, they’ll also be returning customers. TikTok’s own What’s Next report even found that 67% of users say the app “inspired them to shop even when they weren’t looking to do so.” Plus, the tech giant’s “global ad revenue soared from $4bn in 2021 to over $11.6bn last year and it made $205m more from in-app purchases than Facebook, Twitter and Instagram combined.” That being said, there’s been some pushback from young users who are going into debt because of this. YPulse research shows that TikTok is the number one place Gen Z sees ads that make them want to buy—and the hashtag #TikTokMadeMeBuyIt proves their favorite app is also a place they enjoy sharing their finds. (The Guardian)

The majority of marketers are still planning to spend on TikTok despite threats of a ban. 

Mar 24 2023

The majority of marketers are still planning to spend on TikTok despite threats of a ban. According to a Capterra survey of 300 marketers at businesses in the U.S., 75% of marketers “expect to increase spending on TikTok in the next 12 months.” The vast majority (87%) still believe TikTok is a viable platform for their long-term marketing strategies and over half “believe it is highly or somewhat unlikely that the federal government will ban TikTok or prevent it from operating in the U.S.” Although, these marketers do acknowledge that a “ban would have a moderate to significant impact on achieving social media marketing or advertising objectives.” And if a ban actually takes place, marketers will be expecting Meta, YouTube, and Snapchat to see a “spike in revenue.” After all, young people told YPulse Instagram is the top platform they’d flock to if TikTok were to go away. (Marketing Dive)

Instagram is bringing ads to the app’s search results and launching “reminder ads.” 

Mar 24 2023

Instagram is bringing ads to the app’s search results and launching “reminder ads.” Meta is introducing new tools designed to facilitate better advertising on Instagram as the app struggles with a “weak advertising demand.” The first update involves the ability to see ads related to users’ searches. For example, when searching “skin care” on the app, relevant ads will pop up among the feed results. Luckily for users, these ads will stand out among regular content with the “Sponsored” label under the account name. Instagram is also adding “reminder ads” that are “designed to make it easier for businesses to announce, remind and notify people of future events or launches that they may be interested in.” This will help brands bring awareness to upcoming events and launches by alerting users with a reminder “one day before the event or launch, 15 minutes before and at the time of the event or launch.” YPulse data shows that more than half (52%) of young people say they want to see content from brands / products on Instagram. (TechCrunch)

TikTok’s organizational aesthetic “pantry porn” is a must have for young consumers. 

Mar 24 2023

TikTok’s organizational aesthetic “pantry porn” is a must have for young consumers. Aesthetics are important to Gen Z and Millennials—and they’re particularly interested in organizational methods that fit in with their style on social media. TikTok’s #CleanTok is a viral subculture that promotes this type of content, but its affinity for hyper organized and elaborate pantry designs are becoming mainstream. These videos of perfectly stocked shelves make it seem no longer acceptable for food to simply be placed in pantries, instead packaged items are put in more eye-pleasing sophisticated glass jars and wicker baskets with printed labels. While the content is often criticized for its wasteful nature, “pantry porn” is popular for its “mashup of infotainment, how-to, lifestyle content, and ASMR” videos that show creators restocking their items. Basically, these gens think excess is bad, but organized and aesthetically pleasing excess is okay—and having an organized celebrity-worthy pantry is now a status symbol. (Fast Company)

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