YPulse Trend Report: Activated

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

In the last few months, a generation previously accused of apathy, political ennui, and just plain laziness has stepped forward and become a part of major protests and social activism movements around the world. So what changed? Are younger Millennials behind this new activism, or has social media provided the fuel, and exposure, that the generation has needed to make their views known and their voices heard on a broader scale? The new activism is a combination of their online influence igniting their offline actions, and we’re seeing a wave of young people inspired to become involved in the world in a different way.

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