ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS
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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

Streetwear resellers are getting on TikTok to reach young customers—and big brands need to follow suit. 

Jul 30 2020
Streetwear resellers are getting on TikTok to reach young customers—and big brands need to follow suit. Streetwear resale brands like GOAT and apps like Bopdrop have been working hard to be seen by young consumers on TikTok. GOAT has nearly half a million followers and regularly collaborates with popular creators like Michael Pelchat and Tony Lopez, both of whom have millions of followers of their own. Meanwhile, StockX has more than 60,000 followers thanks to product showcases and tutorials on the app. And when Stadium Goods joined the platform in November, they started posting content and instantly saw “positive results” in their audience growth and engagement, amassing more than 50,000 followers in just a few months. While bigger brands like Nike, Adidas, Champion, and Louis Vuitton have made accounts, they have a much smaller presence, and aren’t utilizing the app as much as they could. (Glossy)

Young consumers prefer short-form premium video.

Jul 30 2020
Young consumers prefer short-form premium video. According to a study from Snap and NRG, smartphones are the top device 13-35-year-olds use to consume media, particularly premium content, which is up 40% compared to last year. Seventy-eight percent of Gen Z and Millennials are watching more video on their smartphones than they did last year and they’re averaging around four hours and 26 minutes on their mobile devices daily. Seven out of 10 Gen Z and Millennials reported that they would rather engage with several shorter videos than be immersed in longer videos or TV series, with 56% saying that full length TV and video series are too much of a time commitment. (Adweek)

Gen Z is embracing a vegan and plant-based diet. 

Jul 30 2020
Gen Z is embracing a vegan and plant-based diet. Plant-based meat is one of the trends that have been accelerated during the pandemic, and according to a Produce Blue Book report, 65% of Gen Z want a more “plant-forward” diet, while 79% have been choosing to go meatless once or twice a week. An American Egg Board survey found that they are more likely to embrace “flexitarian dining” with vegetables at the forefront coupled with complementary proteins like an egg. They also think healthy food is worth the extra cost: Nearly half of Gen Z say they would be willing to pay more for foods they think are healthier compared to 32% of Millennials, according to Tufts Nutrition Report. (Food Institute, The Beet)

IKEA is selling “vacations in a box” to transport quarantined young travelers “in spirit.” 

Jul 30 2020
IKEA is selling “vacations in a box” to transport quarantined young travelers “in spirit.” YPulse’s travel report found that 65% of 13-39-year-olds have cut back on the amount they travel because of COVID, and IKEA is the latest brand to try to recreate the travel experience for cooped up young consumers. Their Dubai branch has launched “vacations in a box” inspired by some of the most desired vacation destinations—like Paris, Turkey, the Maldives, and Tokyo. Each box contains curated products like pillows, tableware, candles, and artwork so people can “experience a French-style candlelit dinner or sip green tea while kneeling on cushions inspired by Tokyo.” (Adweek)

The pandemic has increased loneliness among Gen Z, but teens are finding ways to support each other. 

Jul 30 2020
The pandemic has increased loneliness among Gen Z, but teens are finding ways to support each other. According to a study from the Rox Institute for Research & Training, 78% of fifth through eighth grade girls feel more lonely and isolated since the pandemic began, and the same is true for older teens. The report found that a third of 10-14-year-old girls are spending four or more hours a day on social media—primarily on apps like TikTok, Snapchat, and Instagram. According to experts, all that time on social media is “contributing to loneliness.” And while some brands have already stepped up to address mental health, some teens are taking matters into their own hands by creating resources to support their constituents. A group of California-based high schoolers created “Teenager Therapy,” a podcast to chat about their daily lives and it’s become a “lifeline” for students. (WSJ, NYTimes)