ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Brands are pivoting to building communities online during the COVID-19 crisis.

Brands are pivoting to building communities online during the COVID-19 crisis. With consumers fueling the growth of digital services like Houseparty, Pokémon Go, and Facebook Groups during quarantine, brands are following their example and going “where fans are headed.” Chipotle’s virtual Zoom lunches are reportedly earning 500 million daily impressions, and Frito-Lay created an exclusive “invite-only” fan club for chip enthusiasts. YPulse’s special report on marketing during COVID found that over a quarter of 13-39-year-olds appreciate brands providing tools or virtual events to help them feel connected to others. (Marketing Dive, Adweek)