COVID-19-HUB

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

Covid-19 News

Young consumers are obsessed with “feel good short-form content.”

Dec 03 2020

Young consumers are obsessed with “feel good short-form content.” Young people have been using content to help them get through COVID since it started, and they’re still turning to media as a “mood booster” as the year comes to an end. According to a TheSoul Publishing study, 69% of consumers in the U.S. spend 30 minutes to three hours watching short-form content (videos that are less than 10 minutes long) every day. Many of the videos being streamed include cooking, comedy, DIY, and craft videos to “fill in those extra hours of the day that are no longer spent commuting to work or going out with friends.” More than one in three Americans consider consuming this content a healthy part of their lifestyle. (Adweek)

Young people are turning to real Christmas trees and old-fashioned greeting cards as a “bright spot” during this holiday season. 

Dec 03 2020

Young people are turning to real Christmas trees and old-fashioned greeting cards as a “bright spot” during this holiday season. While the real Christmas tree industry was previously battling increased interest in artificial trees, more U.S. consumers appear “to be flocking to fresh-cut evergreens this year.” Wholesale tree farmers and small cut-your-own lots are reporting “strong demand.” Big box stores have been seeking fresh trees up a week earlier than last year, and Walmart is offering free home delivery for the first time. Meanwhile, physical greeting cards are having a moment too: Card makers like Hallmark and Paper Source have reported rising sales, and YPulse’s Winter Holiday Plans report found that the number of young consumers who plan to send out holiday cards increased from 29% in 2019 to 37% this year. (AP NewsNYTimes)

Beautycounter is livestreaming its new store as a way to “bridge the gap” between online and in-store shopping. 

Dec 03 2020

Beautycounter is livestreaming its new store as a way to “bridge the gap” between online and in-store shopping. Livestream shopping has quickly picked up in recent months, and brands look for ways to replace the feeling of in-store shopping as the pandemic persists. Enter Beautycounter: The newly launched LA-based clean beauty startup installed a studio in their store that live streams in-store experiences like browsing the aisles, makeup demonstrations, and community events. Viewers from home will be able to comment and get live updates from the person on-screen in lieu of the “two-way conversation” they would be having in-store. While customers won’t be able to test products, they will be able to talk to an expert about what works best for them. (Fast Company)

Uber Eats and The Body Shop are teaming up for same-day delivery on beauty and skincare products. 

Dec 03 2020

Uber Eats and The Body Shop are teaming up for same-day delivery on beauty and skincare products. Using the app’s new grocery delivery service, users will be able to place their orders for drivers to pick up from physical Body Shop locations across various cities. According to the beauty brand, “People are shopping differently now, and we needed to adapt.” While this is Uber Eats’ first foray into the beauty industry, other brands have been ramping up their services, with FastAF, Instacart, Postmates, and GoPuff recently launching beauty brand sales. (Glossy)

Family co-viewing has been growing this year, and it’s here to stay even post-pandemic. 

Dec 03 2020

Family co-viewing has been growing this year, and it’s here to stay even post-pandemic. According to research from WildBrain Spark and nScreenMedia, 75% of parents say they watch video content with their children several times a week or more. When COVID is over, 66% of parents expect the time they spend watching content with their kids to either “stay the same or increase.” Sixty-two percent say the most popular devices for co-viewing are smart TVs with 48% using one, and families watching content longer on a connected TV compared to a phone, tablet, or computer. The platforms that are most popular for co-viewing include YouTube Kids and PBS KIDS, with 50% of parents citing that their kids watch those exclusively. (Kidscreen)

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