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Gen Z’s Favorite Fall Semester on The Viral List

Article | 07.31.26 | North America, Western Europe

There’s nothing that compares to fall 2022 according to Gen Z Nothing says Gen Z is ready for fall quite like the return of #FallTok. But instead of romanticizing the season with the same old Gilmore Girls “So, what’s the verdict? I am an Autumn” audio (well, that too), Gen...

Tweens: Sports and Athletes

Behavioral Report | 07.31.26 | North America

Forget the headlines about youth sports dying out—the majority of tweens are still playing, still watching with family, and still passing down the same rituals their parents grew up with. But tween sports fandom is equal parts tradition and next-gen. Sports idols aren’t just admired for their game—they’re followed the...

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Back to School Shopping Report

Behavioral Report | 07.29.26 | North America

Back to school shopping is already underway for most Gen Z and Millennials in 2026, with parents leading the charge. More than half of 13-39-year-olds plan to shop for back to school this year, including nearly all middle and high schoolers, along with the majority of parents and college students,...

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British & European Gen Z’s Most Recommended Brands

Article | 07.29.26 | Western Europe

Gen Z has a reputation for being impossible to reach by marketers—and European Gen Z is no exception. But YPulse knows there’s one thing that can reliably cut through the noise: a recommendation from someone Gen Z trusts. For this gen, hearing a friend, family member, or someone they follow...

Where Does Gen Z Actually Want Shoppable Posts?

Article | 07.28.26 | North America

Social media is a major part of the shopping experience for Gen Z, as it’s been for years, but the line between scrolling and shopping is nearly gone. There are countless ways for Gen Z to buy without ever leaving their favorite social apps—between shoppable TikTok Lives, Instagram product tags,...

Report Read Out: Social and Mobile Marketing Preferences

Video | 07.28.26 | North America

6 Ways Gen Z Wants Brands to Go Analog

Article | 07.27.26 | North America

Plot twist: Gen Z actually wants to “touch grass”! From “bricking” their phones and returning to physical media to crafty “grandma hobbies,” Gen Z is looking for more excuses to step away from their screens and reconnect IRL. This is opening a new opportunity for brands: to create analog, “pre-smartphone”...

IMAXXing and Eyemaxxing on The Viral List

Article | 07.24.26 | North America, Western Europe

Gen Z is making The Odyssey their current pop culture obsession YPulse told you this would be the year of classic literature for Gen Z—and what better proof than Gen Z’s sudden obsession with a forever-and-a-day old Greek epic? Thanks to Christopher Nolan’s latest adaptation of The Odyssey, Gen Z...

Gen Z and Millennials Name the Top 10 Songs of 2026 (So Far)

Article | 07.23.26 | North America

Every year, YPulse asks Gen Z and Millennials about what’s trending—in their own words. From their words of the year and biggest beauty trends to the coolest brands for back to school, we go straight to the source to understand what’s capturing young people’s attention. It’s the best way to...

4 Brands Going All-In on Tween Shoppers

Article | 07.22.26 | North America

Make no mistake: tweens have shopping influence. In YPulse’s Tweens: Shopping and Retail report (exclusive to our tween subscribers!), we dived into how tweens are already helping decide what’s making it into the shopping cart—whether they’re spending their own money or convincing their parents to open their wallets. Brands are...

Social and Mobile Marketing Preferences Report

Behavioral Report | 07.22.26 | North America, Western Europe

It might seem obvious, but it’s true: social media is where most Gen Z and Millennials pay the closest attention to a brand’s marketing in 2026, far outpacing every other channel, including streaming service commercials—YouTube remains the steadiest source of ad attention across every age group. Ad-skipping is falling for...

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