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Theme parties are still booming among Gen Z.

Aug 06 2026

Theme parties are still booming among Gen Z. YPulse told you in 2024 that Gen Z got into their hosting era, and gathering at home often means picking a theme to make it more exciting. But how niche the themes can get—and how common absurd ones have become—might be a shock to older gens. (Though certainly not to Gen Z.) Twentysomethings aren’t batting an eye at a PowerPoint night only about “bad decisions,” spelling-bee, treasure hunt in costume, or pretty much anything else. And thanks to platforms like Partiful leaning into their role in Gen Z’s party culture with an “Ask the Party Genie” tool for theme generation, they don’t even have to come up with something bizarre on their own to host. Many are, though, and getting inspired by and sharing them on social media. But like so many other Gen Z trends, there’s a nuance between gathering to be offline and sharing all of it online after. (The Atlantic)

👀 Read more from YPulse: Gen Z Wants to Throw Parties with These 10 Themes

Coca-Cola is encouraging Gen Z and Millennials to unplug in its latest global campaign.

Aug 05 2026

Coca-Cola is encouraging Gen Z and Millennials to unplug in its latest global campaign. “The World Will Wait”—rolling out everywhere except the U.S.—reminds young adults that work and screens can wait, but meaningful moments with loved ones can’t. The campaign’s hero film follows a father who skips a family dinner because he’s glued to his laptop, only to realize what he’s missing after seeing a drawing his son made of him hidden behind the screen. The campaign extends beyond the ad with out-of-home placements, digital activations, and an influencer program inspired by AFK (“away from keyboard”). It’s all designed to encourage young consumers, especially those who are grappling with work-life balance, to step away from their screens and be more present with the people around them—which YPulse knows they’re already trying to do! (Marketing Dive)

👀 Read more from YPulse: 6 Ways Gen Z Wants Brands to Go Analog

Food marketing is all about merch collabs right now.

Aug 05 2026

Food marketing is all about merch collabs right now. From Dunkin’ to Wawa and even Gap, collabs between fashion and food brands have been non-stop this summer. Merch is not a new idea, of course, but collabs are strategic ways to align brands with the status symbols among young consumers—like Dunkin’ with tween-loved Parke hoodies and Starbucks with Dandy sweatshirts. These limited collabs become not only a way to increase visibility and associated coolness, but also become a collectible hunt. For example, Lands’ End partnered with Wawa for a summer tote built to carry a Shorti hoagie to the beach, which sent fans on a hunt as they sold out quickly. Gap similarly took a regional exclusive approach by partnering with Los Tacos No.1 in New York, which gives owners of the merch proof of being in-the-know enough to find it before it’s gone, or quick enough to snag it online. (Modern Retail)

👀 Read more from YPulse: 7 Brands Making Their Own Merch for Gen Z

The box office may be officially saved.

Aug 05 2026

The box office may be officially saved. Don’t ever say YPulse can’t see the future! We told you 2026 would be the year Gen Z saved the box office, and maybe changed it for good, with their growing movie and IRL experience obsessions colliding. Earnings on movies this year have proved theatre-going is absolutely back, as 2026 looks to be finally kicking the post-pandemic lull. Five movies already this year have or are approaching $1B, including Spider-Man: Brand New Day, which released just this past weekend. That movie in particular is a bright spot, winning the highest opening weekend ever ($360M domestically), and restoring some hope for superhero movie success. (Which, by the way, YPulse alsopredicted.) Others like the breakout indie Obsession, Project Hail Mary, The Odyssey, Toy Story 5, The Super Mario Galaxy Movie, Michael, and Backroomshave also had massive success—many of which have been Gen Z-driven. (Hollywood Reporter)

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