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Gen Z, Alpha, and Millennial news marketers need to know. Updated every weekday.

Curated, Edited, and Written by the Human Youth Experts at YPulse

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Liminal horror inspired e.l.f.’s latest social campaign.

Sep 10 2026

Liminal horror inspired e.l.f.’s latest social campaign. We’ve talked a lot about Gen Z’s affinity for horror lately, particularly movies set in unsettling spaces defying time and with no way out. In their new social posts, e.l.f. transports a girl to a glitchy mall space called “Unglammy Valley,” a play on “uncanny valley,” which refers to things that are just-slightly-off from looking human. The “horror” of their campaign is a foundation that doesn’t match a wearer’s skin, which they find the majority of consumers struggle with, and is portrayed through clones of the main actress scattered about the otherwise empty mall. The campaign is tied into their new partnership with AI “virtual closet” platform Alta, which will recommend e.l.f. beauty products to match outfits “without the jump scares.” (e.l.f. Beauty)

👀 Read more from YPulse: How Gen Z Became Gen A24

Boots launched a new multi-generational campaign.

Sep 09 2026

Boots launched a new multi-generational campaign. The brand says it’s “out with the old and in with the bold.” Their new “Give it Some Boots” platform highlights the “brutiful”—beautiful and brutal—moments of life that customers need self-care, healthcare, and beauty items for, and how Boots has them all at once. The ad spots span customers from young women navigating skin care to older women finding gray hairs, set to a reimagined version of “These Boots Are Made for Walkin’” by a young indie artist. It aims to show the beauty in life’s imperfect moments, which we know is the kind of messaging Gen Z likes to see. (Fashion Network, The Drum)

👀 Read more from YPulse: Western Europe Ad / Marketing Effectiveness report

Meat producers may have a new opportunity to connect with Gen Z.

Sep 09 2026

Meat producers may have a new opportunity to connect with Gen Z. According to the Agriculture and Horticulture Development Board (AHDB), between September 2025 and January 2026, purchase intent for red meat among British Gen Z increased +8pts, while dairy saw a +3pt increase. Bord Bia (the Irish Food Board) is seeing a similar pattern, with younger shoppers over-indexing when it comes to beef: 49% of 18-44-year-olds considered beef during their last main-meal shop, compared to 43% of shoppers in the U.K. overall. Experts say the shift could point to Gen Z being more open to conversations about where their food comes from and more interested in connecting with the farmers behind it. (The Grocer, FarmingUK)

👀 Read more from YPulse: Western Europe Food Shopping and Trends report

Young Spaniards are headed to the countryside to afford a home.

Sep 09 2026

Young Spaniards are headed to the countryside to afford a home. In Spain, what was for decades seen as a problem—the depopulation of rural areas as young people left villages for cities—is now becoming an opportunity. (How ironic.) As housing costs continue to climb and urban overcrowding becomes worse, some young people are looking outside major cities for a place they can actually afford. According to a Fotocasa Research study from earlier this year, 13% of people currently looking for a home in Spain plan to move in the coming months to a municipality with fewer than 10K people. Gen Z and Millennials make up a significant share of that group: 23% are 18-24-year-olds, and 38% are 25-34-year-olds. But the trade-off is that many of these rural communities lack stable employment and quality healthcare among other things young people need to build a life there, meaning a cheaper home doesn’t necessarily mean an easier life. (Euronews)

👀 Read more from YPulse: Young Europeans Living at Home, Debunked

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