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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

Gen Z’s sustainable shopping habits could lead to the end of fast fashion. 

May 28 2020
Gen Z’s sustainable shopping habits could lead to the end of fast fashion. Despite the ongoing health crisis, sustainability and climate change is still a priority to young consumers. According to research from the RSA, 28% of consumers are either recycling or reusing clothing more than usual, while 35% of women intend to buy fewer clothes in the future. Prior to the pandemic, while two-thirds of clothing was bought in stores, 18-to-24-year-olds were already finding alternative ways to shop through online rental and resale sites like Poshmark, ThredUp, Grailed, Vestiaire Collective, and Depop—which has seen a 90% traffic increase in the last month. While the future of fashion and retail is still under debate, some hope that the increased use of secondhand clothing sites will “encourage people to reconsider resale as an alternative to shopping new.” (The Guardian)

More Millennials are joining TikTok. 

May 28 2020
More Millennials are joining TikTok. While the platform has primarily been Gen Z-dominated, more Millennials have been signing up during quarantine. According to data from Comscore, between January and April, the number of 25-34-year-olds on the app rose from 22.4% to 27.4%, and 35-44-year-old users grew from 13.9% to 17.1%. While the number 18-24-year-old users grew from 9 million to 14 million, Millennial use grew at “a faster rate.” The surge in new users has contributed to $78 million of in-app revenue—a 10x increase from last month. (Adweek, Mobile Marketer)

Meanwhile, TikTok creators are replacing Instagram influencers. 

May 28 2020
Meanwhile, TikTok creators are replacing Instagram influencers. While Instagram celebrities were previously idolized, COVID (and a series of missteps) caused followers to realize that they don’t relate to their “lavish lifestyles.” Now, TikTok influencers are poised to become brands’ new go-tos as young consumers crave authenticity and someone who “empathizes” with what they’re going through. Throughout the pandemic, TikTok stars like Charli D’Amelio and the McFarlands have connected with their audience with playful content while equally offering a realistic view into their quarantined lives. (Adweek)

During COVID, ad spending is thriving for some “unexpected” brands. 

May 28 2020
During COVID, ad spending is thriving for some “unexpected” brands. According to research from MediaRadar, certain marketers quickly pivoted during the first quarter of the year. Breakfast cereal makers’ ad spending shot up 13% in February and March, while skincare and hygiene products invested $10.6 million—a 38% month-over-month increase. Unsurprisingly, online education and software brands saw a spike in ad spending reaching $45 million. There were some investments from “unexpected” industries, like prescription eyewear and toy companies, which outpaced what is usually seen during the holiday season—2.5x more than normal. However, travel-related ad spending saw a downward turn of 79% over the same period. Depending on how the economic recovery goes, brands will likely have to decide whether they need to adjust their marketing in the future. (Marketing Dive)

Millennial parents will be beneficial to the economy.

May 28 2020
Millennial parents will be beneficial to the economy. COVID has already heavily impacted the future of Millennials and while many have delayed marriage and having children, they aren’t totally forgoing family life. Pre-pandemic, YPulse’s Millennial Parenting report found that 52% of 19-37-year-olds are open to or plan to be parents in the future. As more Millennials enter their “parenting prime,” economists predict a significant shift in spending from discretionary purchases to necessities—with 90% of spending going toward mortgage interest, vehicles, gasoline, furniture, toys, and children’s clothing. (Barrons)