Free time and hobbies, which passion projects define their identity, and how those interests connect to brand loyalty.
Gen Z and Millennials aren’t just killing time with their hobbies. For most, hobbies are a big part of who they are, and more young people have one now than at any point in the last four years. They’re crafting, collecting, and trading cards, often to get off their screens, and they’re surprisingly open to brands joining in. What’s pulling them toward new hobbies, and what’s holding them back?
In YPulse’s 2026 Hobbies and Passions Report, we dive into why young people welcome brands that show up in their hobbies, what young men and women are collecting, and why trading cards are a hobby young males don’t grow out of.
Download the full report for further insights
Report length: 22 pages, North America report is based on a survey of 3000 13-39-year-olds in the U.S. and Canada (n=2000 U.S., n=1000 Canada), fielded August 18–29, 2026.
