YPulse

??? Young people may turn to thrifting if tariffs continue to affect clothing prices. Gen Z and Millennials clearly love to thrift their clothes already—and YPulse’s Resale & Thrift Shift trend report shows young people’s affinity for thrifting is all about getting an affordable deal. But as 80% of retail executives expect a rise in cost, alongside a worsening quality, for clothing, the young gens may decide to increase their secondhand shopping in order to save money. According to a ThredUp report, 69% of Millennials say “if new government policies around tariffs and trade make apparel more expensive, they will seek more affordable options like secondhand.” And while depending solely on thrifting may not be possible for them all, Gen Z and Millennials are still planning on spending 46% of their apparel budget on secondhand in the next 12 months. (Teen Vogue) -- Get free expert-curated Gen Z news delivered to your inbox: https://hubs.ly/Q03dwVMp0

??♂? EXPLAINED: "How do teens pick a college?" A lot of Gen Z students are wearing their team colors this week, but how did they choose them in the first place? A reader asked, so we answered. Got your own Gen Z question for YPulse? Drop it in the comments. -- ?? GEN Z TRENDS —Little Treats Economy: Brands scoring big by marketing products as small daily indulgences—even luxury names are creating cafés for accessible taste experiences. —Plushie Power: Mickey 17's creeper plushie steals the spotlight, with fans clamoring for merch that doesn't exist yet—confirming Gen Z's obsession with collectible comfort items. —Chuck E. Cheese 2.0: $350M makeover replaces animatronics with memberships and "grown-up" amenities—betting on nostalgia and "kidulting" to revive the brand. —Neurodiverse Workforce: Nearly 50% of Gen Z identifies as neurodiverse—companies launching specialized hiring programs to tap into their unique problem-solving abilities. —"Sun vs Moon" Identity: TikTok trend using hair color to symbolize personality types goes viral—resonating with Gen Z's journey toward authentic self-expression. All this and more—EXPLAINED.

Our Tweens Era is here. Listen up!

?? Hm, is that a clickbaity headline accusing a suspiciously large number of Gen Z of doing something??? It's fact check time! ?? Last week, a NYPost headline declared: "1 in 3 Gen Z employees admit to ‘catfishing’ jobs — and never showing up to work" (https://lnkd.in/dSXdrXkP) ?? In fairness, they actually are referencing data this time! The finding is from a survey of 1000 UK workers by CV Genius that claims 34% of "Gen Z"?have accepted a job offer but?not shown up for their first day?without communicating with their new employer, otherwise known as ‘career catfishing‘ ?? Buuuuutttt yeah I don't think so. We're all seeing the same LinkedIn posts about how hard it is to get a job these days, right?! ?? And it just so happens that just a few weeks ago, YPulse asked employed 13-39-year-olds if they have participated in some supposedly big work trends, and only 7% of employed 13-39-year-olds in North America, and 6% in Western Europe reported participating in career catfishing (i.e. new employees deliberately not showing up for work on their first official day of employment) ?? But maybe it's huge among just Gen Z then, you say? It's 6% of 13-24-year-olds in North America and 6% of 13-24-year-olds in Western Europe ?? So what accounts for the huge difference between our data and the data used to fuel that super-clicky headline? Could be the way the survey was fielded, could be the way the question was asked...but while I could see asking this as a direct yes/no to the statement "Have you ever not shown up for the first day of work at a new job without communicating with your employer" yielding slightly higher results than what YPulse found in a multi-response, I have a tough time believing that it would crank all the way up to one in three. ?? Once again, I would just warn that not all headlines about Gen Z can be believed.

We all know kidults love their toys—but our latest Toys and Play report reveals exactly HOW ENORMOUS the kidulting phenomenon has become: -- An astounding 88% of 13-39-year-olds have purchased toys for themselves -- Adult toy purchases now OUTPACE preschooler sales industry-wide -- 79% of young adults firmly believe there's zero shame in their toy collections The Brands Dominating the Kidult Market: 1?? LEGO masterfully balances nostalgia with innovation through mindfulness-focused building experiences and sophisticated pop culture collaborations 2?? Barbie has transformed from childhood staple to cultural icon by embracing inclusivity and empowerment while honoring her nostalgic roots 3?? Hot Wheels captures automotive enthusiasm through accessible collectibles that build community among adult fans What makes these brands succeed isn't just nostalgia—it's understanding that today's young adults seek joy, comfort, and new passions through purposeful play. Want more Gen Z, Millennial, and Alpha research? Try Daily Intelligence for $1 today. https://lnkd.in/gs5udj7Z

Why do toys and games matter so much to Gen Z? Find out this week when a reader asks: "Why is Gen Z so into kidulting?" Got your own question for the youth experts? Drop it in the comments. TRENDING NEWS | Read more inside ?? "Granny Hobbies" Revival: Gen Z is flocking to knitting, gardening, and mahjong on TikTok—finding mental wellness through analog activities that promote "flow state" and community. ?? Plushies as Fashion Statements: From designer bags to keychains, Gen Z is accessorizing with plushies (even edgy ones with sharp teeth) as expressions of personal style and nostalgia. ? Major League Baseball (MLB)'s New Gen Z Icon: 22-year-old pitcher Paul Skenes is baseball's crossover sensation, blending athletic excellence with cultural relevance that's drawing young fans back to the sport. ?? Sports Platforms Target Gen Z: FanUp, Inc. reaches $100M valuation with its 86% Gen Z userbase, mixing sports gaming with pop culture moments that resonate with young audiences. ??? AI Shopping Evolution: Google's new immersive features let users generate product images and try on clothes/makeup virtually—meeting Gen Z's demand for experiential online shopping.

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We'll take the Birkin instead, thanks. ?? Get the daily scoop on teens, tweens, and young adults at ypulse.com/the-newsfeed

THIS WEEK: This spring break will Gen Z party like their parents did in the 80's and 90's? Probably not. Get the details on how much Gen Z is—or isn't—drinking when a reader asks: "Is Gen Z *really* drinking less?" Got your own question for the youth experts? Leave it in the comments! IN TRENDING NEWS (read more inside): ?? Formula 1 is experiencing a fashion revolution with luxury brands like Louis Vuitton signing a 10-year partnership and drivers becoming style icons. Female viewership now makes up 40% of F1's audience, largely driven by Netflix's "Drive to Survive" and social media influence. ?? touchland $10 hand sanitizer mists have become the new tween status symbol, with collecting and trading reminiscent of previous generational crazes. Their sleek design helped drive company growth from $15.9M in 2022 to over $100M in 2024 – a testament to the 36% of 8-12-year-old girls interested in beauty products. ?? "Boom Boom" is the emerging aesthetic for Gen Z celebrities, featuring exaggerated '80s and '90s wealth signifiers as an evolution of last year's "Mob Wife" look. Even as economic realities delay traditional adulthood milestones for Gen Z, they're embracing the visual language of success. ?? Luxury wellness clubs are becoming Gen Z's version of country clubs, offering everything from meditation rooms to IV drips with memberships reaching $750/month. For a generation where 77% define wellness as "anything that makes you feel good," these spaces blend self-care with social connection. ?? Young consumers are seeking more authentic online experiences, moving away from algorithm-driven platforms toward more intimate digital spaces. Brands focusing on genuine human connections will thrive as Gen Z increasingly shapes the digital landscape. What shifts in youth culture are you noticing in your industry? Share your observations below. #GenZTrends #YouthMarketing #ConsumerInsights #LuxuryBrands #WellnessIndustry