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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

The Weeknd is hosting a virtual concert on TikTok.

Jul 31 2020
The Weeknd is hosting a virtual concert on TikTok. Since the start of the pandemic, musicians have been reaching fans through livestream and virtual performances—like Travis Scott’s successful concert on Fortnite. Now TikTok is hosting their own virtual music extravaganza. Next month, The Weeknd will be performing songs from his After Hours album—including “Blinding Lights,” which has been turned into a dance challenge on the app in recent months and dubbed the song of the summer by young people. The singer will be “represented” by a digital avatar and users will be able to interact with him in what is expected to be an immersive “cross reality experience.” And in an effort to continue supporting Black Lives Matter, the platform says the show will be raising money for the Equal Justice Initiative. (Variety, The Verge)

Student activists are organizing for change in their own classrooms.

Jul 31 2020
Student activists are organizing for change in their own classrooms. We told you how young people are changing activism digitally, and now many are pushing for change within their schools. Youth-led campaigns like Diversify Our Narrative have been working to “introduce more diverse, anti-racist texts in America’s public school system.” Students, alumni, and teachers across the country have been petitioning for local governments and school boards to make changes to curriculum. Many of their proposals have called for reading materials with more writers of color, ethnic studies programs, and the expansion of existing history classes as well as the need to increase teacher diversity, initiatives to reduce the racial achievement gap, and more lenient disciplinary policies to address problematic behavior. (Vox)

Teen “beauty boys” want to normalize makeup for men. 

Jul 31 2020
Teen “beauty boys” want to normalize makeup for men. Across the globe, teen “beauty boys” have been “chipping away at the taboo” against men wearing makeup. Of course, men wearing makeup isn’t totally new and dates back to the seventeenth century, but influencers like James Charles and Jeffree Star have been changing the game the last few years by pushing it into the mainstream. Recently, YouTuber Patrick Starrr launched the beauty brand One/Size, and across social media has been emphasizing that he wants all genders to be able to wear his makeup and that they “work for everybody, no matter who they were, or where they came from.” (The GuardianGlossy)

Budweiser is introducing a new alcohol-free beer. 

Jul 31 2020
Budweiser is introducing a new alcohol-free beer. Alcohol brands have been reaching young consumers during the pandemic and now Budweiser is developing a drink for the sober-curious crowd. The beer brand is partnering with NBA star Dwayne Wade to debut Budweiser Zero, a brew that is only 50 calories and has zero sugar. With the launch of its new drink, Anheuser-Busch is hoping to tap into the “broader wellness trend” within the alcohol industry to reach athletes, or “health nuts,” who want to enjoy a beer “without impacting their mental and physical game.” (Adweek, Mobile Marketer)

Schools are deciding when to close again due to COVID as teens continue to be apprehensive about returning. 

Jul 31 2020
Schools are deciding when to close again due to COVID as teens continue to be apprehensive about returning. As schools finalize their reopening plans for the fall, many districts are struggling how to address when to close if staff and students fall ill with the virus, and if COVID cases are to surge again. However, according to a Junior Achievement survey, the majority of students aren’t exactly excited to return in the first place. The report found that 66% of 13-17-year-olds are concerned about attending school in-person this fall, while 71% say their parents or caregivers are concerned about them attending in-person. Twenty-six percent reported that they would prefer to have a “blended schedule” where they attend a few days a week, while 30% say they would prefer classes exclusively online. Our Gen Z’s Education Interrupted report found only 39% of middle and high schoolers said they would feel comfortable going back to school when a vaccine is available. (WSJ, PRNewswire)