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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

More than half of Americans are Millennials or Gen Z. 

Aug 03 2020
More than half of Americans are Millennials or Gen Z. According to data released by the U.S. Census Bureau, more than half of the country’s total population is made up of young consumers. The data shows that as of July of last year, Millennials, Gen Z, and younger generations makeup 166 million (or 50.7%) of the U.S. population compared to the 162 million of combined Gen X, Baby Boomers, and older generations. Gen Z and Millennials are more racially diverse than previous generations, with nearly half identifying as a “racial or ethnic minority” (which calls into question the use of the word “minority” going forward). (Brookings)

2020 doesn’t seem to have a definitive song of the summer.

Aug 03 2020
2020 doesn’t seem to have a definitive song of the summer. We told you how young consumers can’t pick just one song of the summer this year and it could be due to the pandemic or the signs of a “splintered music industry.” The “hallmark traits” of a song of the summer is its “ubiquity” combined with sales, streaming, video views, radio play, and how much the track  inspires memes, parodies, and dance crazes. Last year, Lil Nas X’s “Old Town Road” was an obvious winner. But this year, six different songs took the number one spot on the Billboard charts within a month, making that top spot a “revolving door.” Part of the rotating hit phenomena is in part due to the fact that quarantined young consumers just aren’t streaming music the way they used to: Spotify saw a 50% dip in in-car streaming in April, which made it easier for multiple songs to meet “the threshold” needed to be number one. (WSJ)

Bumble and BABE Wine are teaming up to cover the moving costs for pandemic breakups. 

Aug 03 2020
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)

Coca-Cola is joining the hard seltzer competition under its Topo Chico brand.

Aug 03 2020
Coca-Cola is joining the hard seltzer competition under its Topo Chico brand. Hard seltzer is still hot among young drinkers, and now Coca-Cola is joining the (already crowded) party. Through their Topo Chico brand, the company will be launching the new drink across Latin America cities before its debut in the U.S. next year. According to IWSR, hard seltzer’s volume “more than tripled” reversing the decline of global alcohol consumption. Currently, White Claw and Truly lead the market, but many more “beverage giants” have been adding hard seltzer lines as the trend has taken over. (CNBC)

The pandemic could be making influencer marketing even more influential. 

Aug 03 2020
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)