- Half of British Gen Z says that Brexit has been a failure
- U.K.-based Clarks is increasing its efforts to reach U.S. Gen Z and Millennials with affiliate marketing
- The digital euro is expected to launch in 2029
Jun 24, 2026
Jun 24, 2026
Some Millennial content creators are helping to drive a boom in Britain’s fragrance market.
Some Millennial content creators are helping to drive a boom in Britain’s fragrance market. Sales at Selfridges’ fragrance hall are up nearly 20% from last year, and overall fragrance sales in Britain grew by 8% last year to £3.3B, making the U.K. the largest fragrance market in Europe. One major driver is “PerfumeTok,” a side of TikTok where influencers recommend their favorite fragrances and explain trends like scent layering. Thirtysomething influencers like Sophie Murray and Hayley Clough have thousands of followers, with views and likes on some of their perfume-related content up in the millions. While most people find new scents by shopping in person, social media is a driving influence behind where and what they shop for. (The Times)
📈 YPulse reported: Personal Care and Beauty Shopping Report
Jun 24, 2026
A group of German Gen Z football fans created World Cup shirts to protest fascism.
A group of German Gen Z football fans created World Cup shirts to protest fascism. Six friends from Berlin designed a version of their team’s jersey that says “Germany Against Fascism.” One of the creators, 18-year-old Max Denker, said he and his friends “thought the World Cup would be a great platform to make a statement against” fascism especially since Germany’s hard-right political party has gained popularity in recent years. YPulse data shows that Germany is the European country where the most Gen Z describe their political leaning as conservative (17%). While the jersey drew criticism online from both ends of the political spectrum, that hasn't deterred the group from spreading their message. (The Times)
👀 Read more from YPulse: Gen Z’s Political Leanings in U.K., France, Germany, Spain, and Italy
Jun 24, 2026
Paris is prepping for another major Fête de la Musique.
Paris is prepping for another major Fête de la Musique. Nearly 2M peopleattended the annual festival last year, and a large group of those music fans were young Brits who made the trip to Paris to partake in the block parties and late-night live shows because of social media. The free festival became so popular that other French cities and even Brussels now host their own versions. However, there were several reports of sexual violence during the festival and crowds created so much litter that it took two weeks for teams to clear it. In response, Paris announced plans for a zero-tolerance policy and implemented safe spaces for women and people with disabilities. (France 24, The Guardian)
👀 Read more from YPulse: Festival Culture: How Many European Gen Z See Live Music
Jun 24, 2026
Bad Bunny’s upcoming concert will make U.K. history.
Bad Bunny’s upcoming concert will make U.K. history. His shows at Tottenham Hotspur Stadium are expected to draw in 100K fans in two days, making them the largest Spanish-speaking shows in the country. And beyond the numbers, the milestone is a meaningful moment for Latino visibility—especially among young people. While the U.K. census does not officially provide a Latino category, some estimates put the number at 450K, although the real number could be in the millions. Some organizations note that this lack of visibility is making young people, especially those who are second or third generation, feel distanced from their roots. Performances from Bad Bunny, Latina superstar Karol G, and others are empowering young people and making them feel represented. (The Guardian)
👀 Read more from YPulse: Gen Z’s Favorite Music Stars in the U.K., France, Germany, Spain, and Italy
Jun 24, 2026
The Museum of Youth Culture opened its doors in London.
The Museum of Youth Culture opened its doors in London. Created by British archivist Jon Swinstead, the museum has snapshots that capture a century of youth culture and feels like “stepping into your best friend’s bedroom.” The displays include old technologies like record players and gaming devices, popular outfits by the decade, and plenty of photographs showing young people during different periods. Above the gallery, there’s a bar and shop with a nostalgic and industrial vibe, including a foosball machine and punk-inspired t-shirts. The museum's opening is timely, too. YPulse data shows that 64% of 13-39-year-olds in the U.K. say they want to go more analog this year, whether that’s through vintage tech or immersive experiences offline. (Euro News)
👀 Read more from YPulse: European Gen Z Want These 10 Experiences On Their Calendar
Jun 24, 2026
In other news…
- Podcaster Brooke Averick’s debut novel is being adapted into a Netflix movie
- Hairbrushes are now a status symbol (really, once again) and some luxury haircare brands gaining traction with Gen Z (also, again)
- True Religion announced it will open four physical stores in the U.S.
Jun 24, 2026
Gen Alpha is interested in working blue-collar jobs when they grow up.
Gen Alpha is interested in working blue-collar jobs when they grow up. According to new research, 5-16-year-olds are already thinking about their futures, with nearly 9 in 10 saying they want tactile, “hands-on” jobs in the future. (Kids still want to be firefighters and astronauts, not just influencers!) In addition, 90% of Gen Alpha say they want jobs where they can help people and 87% say they want to be creative. Among the kids polled, 68% admitted they knew what trade/blue-collar jobs are, with 88% of that group saying the career is important and 70% say they would be interested in having a trade or blue-collar job when they grow up. Parents are not shying away from talking to their kids about their futures, either: 90% of parents say they have already discussed different career opportunities with their child. (NY Post)
📈 YPulse reported: Employment and Career Goals Report
Jun 24, 2026
Tinder and TikTok are teaming up on a new reality dating series.
Tinder and TikTok are teaming up on a new reality dating series. The first season of “Double Date Island,” which picks pairs of best friends from all around the world to go on double dates, will stream on TikTok this summer. (Though only available to viewers who are 18-and-older.) The series is promoting Tinder’s double date feature, which they made with Gen Z in mind. “Double Date Island” feels tailor-made for young viewers both for its content and its format—YPulse knows all about Gen Z’s obsession with both the Love Island franchise and watching mini shows on TikTok. Our data shows that 75% of 13-17-year-olds and 65% of 18-24-year-olds say they’re interested in watching TV shows or movies in short clips on social media and shows made just for that format grab tons of attention. (ITV)
👀 Read more from YPulse: Gen Z Is Obsessed with TikTok Mini Shows
Jun 24, 2026
Some Gen Z are switching to drinking earlier in the day.
Some Gen Z are switching to drinking earlier in the day. According to Bacardi's 2026 Cocktail Trends Report, more than a third (34%) of Gen Z in the U.S. are eating, drinking, and socializing earlier in the day. Bacardi says this shifting trend marks “the arrival of the daycap,” when people indulge in a cocktail in the afternoon or early evening. (How European!) For Gen Z, who are making more dinner reservations at 6 p.m. over later slots and opting for low-ABV cocktails, a daycap can feel simply like indulging in a little treat, not kicking off a wild night. Overall, alcohol is becoming less of a determining factor for fun in young people’s social lives, with YPulse data showing that 81% of 21-29-year-olds agree they don’t need alcohol to have a good time, and 61% even admitting that it’s “not cool to drink.” (Food & Wine)
👀 Read more from YPulse: Are Gen Z Adults Really Not Drinking Anymore?
Jun 24, 2026
Lowe’s wants its content creator network to start pitching products.
Lowe’s wants its content creator network to start pitching products. After launching the Lowe’s Creator Network last year, the brand is taking creator involvement a step further with Lowe’s Creator: Into the Blue. The new initiative allows its network of 28K creators to submit new product ideas and collaboration ideas for existing products that need more retail exposure. After its exclusive MrBeast toy set, the brand is likely hoping for more viral products that can reel in young shoppers—and spending parents. Beyond its creator network, Lowe’s has zoned in on creating unexpected experiences for young people, from its World Cup campaign with a 10-foot Lionel Messi inflatable to campaigns with A’ja Wilson, Jalen Brunson, and Live Nation Music. (Marketing Dive)
👀 Read more from YPulse: Post-Social marketing play: Hire influencers as thought leaders
Jun 24, 2026
Knix is launching a Gen Alpha sub-brand in 350+ Target stores.
Knix is launching a Gen Alpha sub-brand in 350+ Target stores. Knix has sold its products in Bloomingdale’s and Revolve before, but the brand's first nationwide wholesale deal will be KT by Knix, a children’s sub-brand with clothes for teens and pre-teens. The partnership includes exclusive products like a two-pack of bikinis in colors only available at Target. The brand also has plans for a partnership with Free People this year. With its push to embrace more wholesale, Knix is certainly meeting young people where they’re at: YPulse’s Tween: Shopping and Retail report shows department / retail stores like Target are the top place 8-12-year-olds shop. (Glossy)
👀 Read more from YPulse: The Coolest Brands—According to Tweens