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Brands are leaning into long-form videos again to attract Gen Z shoppers. While we know young people can’t get enough of short-form content, brands like Coach, Chanel, and Nike are also betting on long-form campaigns like behind-the-scenes or documentary-style videos on YouTube. The strategy is smart, considering 88% of Gen Z and Millennials use YouTube to discover new products, and 78% of Gen Alpha uses YouTube on a regular basis according to Vogue Business/Archrival. Brands are also noticing that building viewership and duration creates a sense of loyalty from their young audience. Coach has seen success with its investment into YouTube partnerships already. The brand took over YouTuber Haley Pham’s account last year for a campaign called “Dear Haley,” which drove a 60% increase in “global top-of-mind awareness among Gen Z.” The brand’s “Explore Your Story” campaign, which embraced long-form content with spots from celebs like Elle Fanning and Storm Reid, also saw 15M organic engagements across the board. (Vogue Business) 👀 Read more from YPulse: What Brands’ Social Ads Should Look Like According to Gen Z
Don’t call—Gen Z globally is on DND. According to a new survey, 69% of 18-30-year-olds from the U.S., U.K., Latin America, and Europe keep their phone on silent most days. Another 74% ignore calls from unknown contacts and 53% said that phone calls out of the blue feel intrusive—even if it is someone they know. Unsurprisingly, 64% of Gen Z prefers texts—maybe even a DM or voice note—rather than a call. The majority of Gen Z also thinks constant responsiveness is outdated, though this might especially annoy workplaces where cold calling is the standard. YPulse’s 2025 Mental Health report shows nearly half of young adults are anxious to answer / make calls (41%), so there is some truth to prevailing narratives about them being anti-phone call. (Vice) 👀 Read more from YPulse: Is Gen Z Really Anxious About Answering the Phone and Driving?
Gen Alpha is already financially savvy. According to new data from DKC, 95% of Gen Alpha (defined as 8-15-years-old) is already making money in some way, averaging $52 per week. Of course, their earnings mostly come from parents: 85% receive an allowance, but 55% of parents say their kids have to earn it, whether from good behavior or doing chores. But another 57% of Gen Alpha makes money through classic tween jobs like babysitting or lawn care, while 14% sell or resell items on the internet. With what they do have to spend, Gen Alpha seems to be gearing up to be entrepreneurial and financially-savvy, especially with their brand awareness. YPulse’s Finance / Spending Monitor report shows 65% of parents tell YPulse that their children introduce them to new products and brands, making them decision makers before they have any of their own money. (Fast Company) 👀 Read more from YPulse: How Gen Alpha is Influencing Their Parents’ Shopping
Young Americans are way less optimistic about the job market than older gens. According to new research from the Gallup World Poll, nearly half (43%) of 15-34-year-olds in the U.S. believe now is a “good time” to find a job where they live, compared to 64% of those 55-and-older. In other countries, that trend flips, with older people having a less optimistic outlook on jobs than young people. But young Americans are feeling particularly pessimistic about their futures as many are juggling multiple jobs to stay afloat and AI is dismantling entry-level hiring in industries they once thought were secure. Between 2023 and 2025, the share of young Americans who said it was a “good time” to find a job dropped -27pts—putting it on par with the rate of decline for young people during the 2008 financial crisis. (AP News) 👀 Read more from YPulse: Is Gen Z Really Job Hugging, Rage Applying, and Career Catfishing?
A KPop Demon Hunters tour is in the works—called it! YPulse predicted in December 2025 that virtual musicians would go mainstream this year and that streaming hits would show up in immersive fan experiences—including real life concerts—to win over Gen Z. We specifically named HUNTR/X as a tour to expect, and now, Netflix and AEG Presents are teaming up for a global concert tour that will bring fans a live experience with “elements” from the Oscar-winning movie. While details about the tour are unclear in terms of cities, dates, and whether the tour will feature any of the real-life stars behind HUNTR/X or Saja Boys, fans can join a waitlist to receive a notification when more info is released. KPop Demon Hunters is the most-watched movie on Netflix and sold-out theater sing-alongs last year, so it’s no surprise Netflix is thinking about ways to further immerse fans into its world. (Hollywood Reporter) 🔮 YPulse predicted: This is the year of virtual musicians crossing from streaming hits to IRL concerts
Italy hosted a “Dream for Europe” photograph contest for secondary students. For Europe Day (May 9), the students were encouraged to submit images that represent their hope for Europe’s future—rather than only their fears about it. At the event, Carlo Corazza, Director of the European Parliament Office in Italy, told students that contests like this give their generation the chance to dream "as mine once did." YPulse data shows 66% of secondary students feel anxious about the future. But an even higher number (80%) say they're hopeful about the year ahead rather than hopeless. (Eunews) 👀 Read more from YPulse: YPulse's Western Europe Mental Health report
The EU is looking to ban “addictive” social media features for kids. On top of several European countries introducing social media bans for under-16-year-olds, the EU at large wants to change how the socials young people use work. The exact proposal is not finalized, but will likely crack down on “addictive features” like infinite scroll and autoplay, and “misleading influencer marketing.” Like other legislation keeping social platform brands to a high standard in the region, the new laws would focus on the youngest users’ access to these features because of their potentially harmful qualities. (CNBC, Reuters) 👀 Read more from YPulse: How European Teens Feel About the Social Media Bans
Saxon Air wants to teach British teens about “blue light” careers. The airline’s INSPIRE outreach program aims to bridge the gap between education and employment for young Brits. Its upcoming Innovate event on May 16 will focus on careers like police, fire, and ambulance services, giving 14-18-year-olds hands-on experience and direct access to industry professionals. The initiative reflects the company’s growing effort to give young people more practical exposure to careers that can often feel inaccessible, helping them better understand their future options rather than just rely on classroom learning. (Eastern Daily Press) 👀 Read more from YPulse: What European Gen Z Is Looking For In Their Careers
Young Brits are turning to cozy games to make homeownership feel more attainable. YPulse data shows 83% of 18-39-year-olds say owning a home is important to them. But 20% say it’s a milestone they expected to have reached by now but haven't. Rather than dwelling on their delayed homeownership, many young gamers are turning to “cozy games” to fill the void—customizing these digital spaces like they would’ve decorated a real home. YPulse has tracked the rise of cozy gaming among young people for years. But now, as many young Europeans face expensive housing markets and financial struggles, these games offer more than just a comforting outlet. They let young gamers create a version of stability that has become harder to access offline. (Dazed) 👀 Read more from YPulse: YPulse’s Western Europe Life Milestones & Future Plans report
Brita tapped Millie Bobby Brown as its first global brand ambassador. The campaign, called “Own Your Thing,” is all about hydration as a part of a self-care routine (which is very much in tune with how Gen Z thinks about wellness). In fact, YPulse's Western Europe Health and Fitness data shows 46% of 13-39-year-old Europeans say they want to see brands show wellness as self-care. As part of its push to draw in young consumers, Brita’s campaign takes on an authentic vibe that is less about what their product does but more centered on what their brand is about. They've recruited Brown to represent this mindset, showcasing moments from her everyday life, where an emphasis on hydration remains part of her daily routine. (Roastbrief) 👀 Read more from YPulse: 3 Wellness Trends Young Europeans Are Interested In Trying Now