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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 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

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

Tinder’s “Year in Swipe” is here—and “situationships” are 2022’s top trend. 

Dec 02 2022

Tinder’s “Year in Swipe” is here—and “situationships” are 2022’s top trend. Gen Z and Millennials have officially coined the term “situationship” and are continuing to make them mainstream. The term refers to “when you’re not quite dating someone, but you’re not just sleeping with them either”—a sticky situation that is kind of intended to be that way. Tinder’s in-app survey among users 18-24-years-old in the U.K., U.S., and Australia done last month shows that “1 in 10 respondents prefer ‘situationships’ as a way to develop a relationship with less pressure.” Tinder also noticed a 49% jump in members adding the term to their profile status from January to October this year. YPulse’s Dating & Relationships report shows that fewer young people are using dating apps to find serious relationships and 52% of 18-24-year-olds say they use dating apps for fun, or just to pass the time. (Mashable)

Millennial and Gen Z women are more likely to ask for pay raises than previous gens. 

Dec 02 2022

Millennial and Gen Z women are more likely to ask for pay raises than previous gens. YPulse’s What’s Next For Work trend report found that salary is by far the most important thing when it comes to Gen Z’s perfect job, and the majority say they deserve to make more money. Specifically, young women in the workplace are not shy to ask for what they want to earn, and new research shows it’s paying off (literally). According to a global survey by HR firm Randstad, Gen Z and Millennial workers “are far more likely to ask for—and expect—pay raises and cost-of-living increases amid raging inflation.” McKinsey’s 2022 Women in the Workplace Study also shows that 66% of women under 30-years-old want to become senior executives. Three-quarters of them say that “flexibility is more important to them now, and 68% say their company’s commitment to well-being matters more than ever before.” (Fast Company)

New research suggests that Gen Z is on track to become the most charitable generation yet. 

Dec 02 2022

New research suggests that Gen Z is on track to become the most charitable generation yet. According to Classy’s new “Why America Gives” report, Gen Z and Millennial donors “reported being almost two and a half times as likely to increase their donations this year compared to 2021.” Gen Z specifically is more likely to donate to the causes they support simply because they feel it’s the right thing to do. These top causes include the “environment and animals, health and disaster relief.” Plus, they’re redefining how they like to donate, like giving to more individuals and “grassroots-type movements” over established charities. Almost half (43%) say they have given to a personal cause on platforms like GoFundMe this year. YPulse’s Causes/Charity & Activism report shows that 49% of young people have donated money to a charity organization this year—and most believe that their generation can make the biggest difference in the world when it comes to social change. (Forbes)

Taylor Swift has become a major part of Millennial weddings. 

Dec 02 2022

Taylor Swift has become a major part of Millennial weddings. YPulse’s Music report data shows that 74% of Millennials say music defines who they are—and for Millennial Swifties, that’s especially true. For many Millennial women, 32-year-old Taylor Swift was creating songs about life milestones at the same time they were going through them. For example, her iconic breakup songs like “We Are Never Ever Getting Back Together” debuted on her album Red in 2012, when many young Millennial women were experiencing their first breakups. Now that she’s settled with her long-time boyfriend, her love songs on albums Lover and Midnights have become a part of many Millennials’ wedding day soundtracks. They’re choosing her songs to walk down the aisle, have their first dance, dance with their parents, and upload #WeddingTok content. (Today)

Millennials in Japan are sharing their culture’s traditional health benefits worldwide. 

Dec 02 2022

Millennials in Japan are sharing their culture’s traditional health benefits worldwide. According to The Japan Tea Export Promotion Council, “matcha [green tea] accounted for nearly 70 percent of its $94 million in tea exports between January and August 2022.” Japan has a deep-rooted history in the health benefits of tea, going back thousands of years, but now it’s going mainstream across the globe. Over the last several years, there’s been an increased interest in Japanese teas including matcha and sencha among Millennial foodies. A 2021 review of matcha found that, “with regular consumption, the beverage might support the body’s efforts to maintain health and prevent disease…[and] have effects such as improved memory and cognitive function and reduced stress and inflammation.” (Newsweek)