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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.

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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

Articles

How Pure Content Is Thriving During the Pandemic

Apr 07 2020
Gen Z and Millennials treat their moods with media, and right now they’re looking for major doses of positive content…

Here Are The Non-Cringey Ways Celebs Are Connecting With Fans During COVID

Apr 06 2020
YPulse is carefully monitoring COVID-19’s impact on young consumers and how brands can respond. We’ll be providing new data and insights for you weekly to cope with the crisis, including special reports, exclusive data on…

Influencers Are Fleeing Cities During the COVID Crisis & People Aren’t Happy, on the Viral List

Apr 03 2020
Influencers are receiving criticism for fleeing cities during the COVID-19 crisis, a boss turned herself into a potato during a virtual meeting, cooped up young people are recreating works of art using household items, and a…

Actually, Gen Z & Millennials Do Think COVID-19 Is Serious

Apr 02 2020
Are young consumers really ignoring all the dangers of the pandemic, or not taking Coronavirus seriously? Our exclusive data shows what’s really going on…

These TikTok Trends Can Tell Brands A Lot About What Gen Z is Doing During COVID-19

Apr 01 2020
Gen Z is turning to TikTok to share their quarantine experiences, COVID memes, and stay entertained during the crisis—and these trending hashtags are earning billions of views…

News

Influencers are adjusting their content to feature Coronavirus trends—like DIY face masks. 

Apr 07 2020
Influencers are adjusting their content to feature Coronavirus trends—like DIY face masks. According to a survey from Influencer Central, 74% of influencers have already addressed COVID-19 and the current “stay home economy” with their audiences, with content like quarantine vlogs and DIY face mask tutorials popping up on YouTube and TikTok. The same report found that 88% of influencers are shopping more than they did pre-virus, with groceries and household essentials, health and beauty products, medicines and supplements, and games, toys, and kids’ activities being some of the top items they purchase. YPulse’s COVID data on spending shifts found that 72% of 13-39-year-olds feel like they need to stock up on food and supplies to survive the crisis. (Forbes, Mashable)

Major media companies are launching “stay at home” campaigns. 

Apr 07 2020
Major media companies are launching “stay at home” campaigns. To help young viewers cope and promote social distancing, cable network Freeform has launched #StayTheFFHome—a campaign that includes a special programming lineup and special PSAs featuring talent from the network’s shows both on-air and across social media. Meanwhile, video game companies like Activision Blizzard and Rebellion are also adding pre-game PSAs with slogans that say “Stay home. Save lives.” on popular titles like Candy Crush Saga, Dirt Rally 2.0, and Sniper Elite 4, as gaming continues to boom during the pandemic. (Variety, BBC News)

The COVID crisis will have significant economic impacts on both Gen Z and Millennials. 

Apr 07 2020
The COVID crisis will have significant economic impacts on both Gen Z and Millennials. Millennials already endured the Great Recession, which put them behind other generations financially and they’re now “more vulnerable to the financial costs of the downturn” as they potentially face layoffs, juggle student debt, and (for the few who actually invested) lose money in the stock market. Meanwhile, Gen Z will likely be permanently impacted by Coronavirus as well, with some experts predicting the crisis will make them “a generation of supersavers”—who are wary of investing. (NYTimes, CNBC)

Quarantee is the hottest new NYC club—and it’s all online, including the cover charge and dress code.

Apr 07 2020
Quarantee is the hottest new NYC club—and it’s all online, including the cover charge and dress code. With in-person parties temporarily shut down, Zoom clubs are taking their place. The newly formed Quarantee is an online club with all the elements of a “an uber-exclusive NYC club” minus the long lines and physically packed dance floors. There’s still a dress code requirement of nightclub attire as well as a doorman who collects a $10 cover charge, while club goers can pay an extra $80 to reserve “private tables”’ (in this case: private video rooms) with smaller groups of people to listen to the DJ and music performances without the rest of the crowd. Three hundred people reportedly attended the first event. (Eater)

ESPN will be airing a 12-hour marathon of esports content.

Apr 07 2020
ESPN will be airing a 12-hour marathon of esports content. With no traditional live sports games to air thanks to Coronavirus-related cancellations and postponements, the network is hosting “ESPN Esports Day,” a combination of live and recorded events. The marathon block will include Rocket League, Madden, and NBA 2K—which will feature pro basketball players competing in a video game version of their sport. Prior to the esports marathon, many athletes were already flocking to Twitch and YouTube to stream themselves playing virtual versions of the sports, and Twitch has seen a major increase in viewers in the last month. (The Verge)