An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.
For Gen Z and Millennials, finding community isn’t limited to the connections they can make in person. Unlike generations before them, young people today are able to explore their interests and find others that share them allowing platform users to find groups they feel connected to and supported by in a deeper way. Yes, offline communities are still prominent and important, but online groups are just as likely to provide young people with connection, mental health benefits, and support. YPulse’s Clicking on Community trend report explores the importance of community for young consumers, how and where they’re finding those connections, and how brands can tap into online communities—and build their own.
Download the full report for insights on:
Report length: 39 pages
Based on a survey of 1450 13-39-year-olds in North America, fielded June 2021
Additional survey content for Pro users: What platforms they are using to connect with their online groups, statements on themselves and their community, where they are primarily interacting with their community, friends & family, and characteristics most central to who they are as a person.