An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.
Young people are often criticized for their disconnection from the “real world,” but the internet and social media aren’t keeping European Gen Z and Millennials from finding supportive community. Young Europeans are connecting around shared interests online—and those communities are improving their overall well-being. Offline communities are still important to these generations, too, but the majority of young Europeans say their online groups are a part of their identity—and their mental health. YPulse’s Western Europe Clicking on Community trend report dives into the importance of community for young consumers in the U.K., Italy, France, Germany, and Spain, revealing how and where they’re finding connection, and how brands can tap into online communities—and build their own.
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Report length: 36 pages
Based on a survey of 1300 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded June 2021
Additional survey content for Pro users: What platforms they’re using to connect with online groups, statements on themselves and their community, where they are primarily interacting with their community and friends & family, and characteristics most central to who they are as a person