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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

Walmart is debuting its Amazon Prime competitor Walmart+ later this month. 

Jul 09 2020
Walmart is debuting its Amazon Prime competitor Walmart+ later this month. Despite a brief COVID setback, Walmart will soon be launching Walmart+, their subscription service that costs $98 a year and offers perks like same day grocery delivery and general merch, discounts at Walmart gas stations, and even early access to product deals. The majority of Millennials currently use Amazon Prime, and it’s clear Walmart is building their ecommerce-focused future to compete. (Vox)

TikTok launched a “self-serve ad platform” and is pledging millions in credits to assist small brands during COVID—and lure them away from Facebook. 

Jul 09 2020
TikTok launched a “self-serve ad platform” and is pledging millions in credits to assist small brands during COVID—and lure them away from Facebook. After beta-testing the feature last year, the app is finally opening up its self-serve ad format (which is similar to YouTube and Facebook) to all businesses. The platform allows brands to instantly buy their own ad space through a “backend management tool” without having to contact a salesperson. TikTok has also launched a Back-to-Business program, pledging $100 million in ad credits to small businesses who have been impacted by the pandemic globally. Despite news swirling around about countries banning the app, the new platform could help put TikTok on a more “even playing field” against competitors and even lure small and mid-sized businesses away from Facebook, which several brands continue to boycott. (Tubefilter, CNBC)

Stella Artois created street art, a weekly audio series, and is promoting “staycations” to encourage young consumers to socially distance. 

Jul 09 2020
Stella Artois created street art, a weekly audio series, and is promoting “staycations” to encourage young consumers to socially distance. To reach young drinkers during the pandemic, the beer brand created a 92×46-foot street art installation in London full of geometric shapes and bright, contrasting colors to show restaurant and bar customers how far apart to sit while socializing. They also launched “Daydreaming in the Life Artois,” a weekly audio series on YouTube where late night talk show host Andy Cohen and celebrity guests will read “summer-themed stories” that celebrate various cities across the U.S. Meanwhile, the brand teamed up with TripAdvisor for a campaign that lets young travelers “transform” their canceled vacations into “memorable staycations” in their local cities. (Adweek, Mobile Marketer, Marketing Dive)

Gen Z is more likely to “think outside the gender and sexuality box.” 

Jul 09 2020
Gen Z is more likely to “think outside the gender and sexuality box.” According to a Tinder and GLAAD study, one third of 18-25-year-olds have become more open to dating different genders over the last three years, while one fifth showed an interest in polyamory. Eighty-six percent of respondents say they believe they are more tolerant than their parents’ generation, with only 13% coming out to their family and friends. About 44% said they still need to better educate themselves on LGBTQ+ issues, and 25% have used TV shows and movies on queer issues, while one third turn to social media and influencers for their source of information. (Them)

What makes a movie or show a streaming hit?

Jul 09 2020
What makes a movie or show a streaming hit? To “prove a show’s worth in the age of streaming” Parrot Analytics has come up with a metric that not only counts viewers, but “calculates their enthusiasm” for shows on platforms like Netflix, Hulu, and HBO Max. From there, the firm can usually anticipate how many subscribers a show is likely to attract. They also track “demand expressions”—a “twitchy metric” that factors in Google search terms for a TV series or film, as well as Facebook likes, pirated downloads, and Wikipedia traffic to “determine its popularity.” Netflix’s fantasy series The Witcher, for example, generated “57 times the average demand for all shows” during the first few months of the year, making it one of the platform’s biggest hits. HBO’s Game of Thrones, Netflix’s 13 Reasons Why, and CW’s The 100 (streaming on Netflix) are among the top most popular shows, according to the firm. (NYTimes)