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Generation Z has grown up in an age of high stress and anxiety, with around 70% of teens across all...
Insights
Your one stop source for the latest Gen Z trends and insights
Ah, young love. There are few genres quite as influential, swoon-worthy, and heartbreaking as young...
Over the years, Gen Z has proven itself to be a beacon of social change. From amplifying world...
The beauty ideal as we know it is in a state of major metamorphosis. While former eras of beauty...
We know that representation matters — especially to the next generation of creators and...
Being a leader in your brand’s industry takes a lot more than just selling a good product or...
All their lives, Gen Z has straddled two worlds: The digital and the physical.
When their high...
When it comes to leaning into trends, Gen Z has the upper hand. Leading the way in creating content...
From the very beginning, Wattpad’s mission has been to connect and entertain. Creating top-tier...
While it’s no secret that representation is important to Gen Z, what matters more to them is that...
Fandoms offer more than just a place for people to obsess over the same things together. They’re...
If you’ve ever felt like you should’ve been born in another time, you’re not unlike most of Gen Z....
If you’re struggling to connect with Gen Z, your marketing tactics might be considered cheugy 👀.
Picture this: The music is blaring, the crowd is cheering, and Travis Scott is about to take...
In uncertain times, people search for comfort and guidance in different places. One of these places...
It’s no secret that Gen Z has come of age in turbulent times. Some are old enough to remember the...
Gen Z is notoriously difficult for marketers to figure out. They’re online, on-trend, and always...
In our video series The Gen Z Show, we ask Gen Z questions we know are on the minds of marketers.
The world of entertainment has dramatically changed over the past few years. With more and more...
In our video series The Gen Z Show, we ask Gen Z questions we know are on the minds of marketers.
When it comes to the way culture perceives and communicates with young women and non-binary...
Want to understand Gen Z better? We recently sat down with a few Gen Z students at The Knowledge...
In the last year, we’ve partnered with many brands to inspire our community to do what it does best...
The way humans socialize has undergone an immense shift since the pandemic started. One demographic...
We recently asked Gen Zers how virtual communities have enabled them to learn new skills and...
If in a few decades we’re asked to describe 2020 in one word, most of us would probably say...
We spoke to some of the brightest Gen Z minds on the planet to learn what societal problems they're...
Today we released Wattpad's 2020 Year in Review, highlighting the year’s most interesting,...
We stepped into a day in the life of 16 Gen Zs for a week when they shared journal entries (in...
We wanted to know what Gen Z predicts will be the biggest changes to the future of education and...
You can learn a lot about Gen Z by spending a day in their shoes. That’s what we set out to do when...
As a Gen-Z first platform with over 85% of our community identifying as female, Wattpad is, in many...
We wanted to know if Gen Z has used their time during COVID-19 to go after a dream or try something...
For Gen Z there’s no more crucial a fight than climate change. It consistently tops their list of...
We wanted to discover what a typical day in the life of Gen Z looks like, so we invited 16 of them...
Is it possible to find joy and inspiration during a global pandemic? For Gen Z, the answer is a...
While the term ‘tomboy’ has been used for centuries, it has evolved in many forms, championing its...
In recent months, the Black Lives Matter movement has gained serious momentum. The tragic murder of...
If there exists a list ranking how deeply a crisis inspires people to reexamine their lives, a...
We tapped into our Gen Z community to ask them the questions we know are on the minds of marketers....
Please note that the research referenced in this article was completed in April, prior to the very...
As soon as the national emergency was declared in the U.S., we tapped into Wattpad’s Gen Z youth...
When the clock struck midnight on January 1st 2020, the idea that anyone's resolutions for the year...
Each generation is shaped by the events that take place during their formative years, and COVID-19...
What do parents of teenagers and marketers reaching Gen Z have in common? A desire to understand...
For generations, brands have relied on their target demographic to keep coming back for more....
Millennials came of age in an era of unhealthy beauty standards.
When I was young, I idolized...
Recent headlines on stolen data hasn't stopped Gen Z from being willing to share it, as long as...
Gen Z is a nostalgic generation. In fact, 81% of the U.S. members of our youth panel, Generation...
For generations, brands have relied on their target demographic to keep coming back for more....
The start of a new year offers a great time to look back at the most interesting storytelling...
Have you ever felt nostalgic for an era that you didn’t live through? When it comes to style and...
We recently released Wattpad's 2019 Year in Review, a snapshot of the most interesting storytelling...
Gen Z expects brands to reflect the reality of their lives in advertising, and it makes good...
Gen Z is turning to stories as an outlet to destigmatize mental health and discuss self-care. Watch...
Instagram is currently hiding the likes on video and image posts in select countries including...
When it comes to forging connections with Gen Z, empathy goes a long way. As a generation that...
Our Gen Z Census report reveals that Gen Z is a diverse yet widely misunderstood group, with 47% of...
In the age of digital, marketing entertainment to Gen Z has changed dramatically. Jordan Press,...
In marketing, brands live and die by data. And in a world where there’s a metric for just about...
In marketing, brands live and die by data. And in a world where there’s a metric for just about...
A quarter of our Gen Z youth panel told us they want to be self-employed freelancers. The future of...
Why Gen Z isn't clicking on your Ad: Advertising messages targeting Gen Z must be useful, honest,...
Gen Z can’t remember a time before influencers. Watch this episode of The Preview to learn which...
How to avoid passive-aggressive punctuation and other lessons from an internet linguist.
Thanks to social media, Gen Z has garnered a reputation for vanity that may not be accurate....
In order to inspire the plastic...
While Gen Z is passionate about many social causes, they are particularly concerned about global...
UGC campaigns open your company up to more authentic, relatable content.
Gen Z is one of the first generations to collectively challenge sexuality and gender labels and are...
Brand Storytelling sat down with Chris Stefanyk to discuss how National Geographic's Planet or...
For generations, brands have relied on their target demographic to keep coming back for more....
We discovered that 43% of Gen Z are purposely choosing to spend a couple of hours away from social...
Our core makeup is Gen Z females, accounting for 76% of our engaged user base. Check out the...
As climate change and political upheaval continue to make headlines and threaten Gen Z's future,...
Gen Z was born multitasking. To the untrained eye this constant task-switching may look unfocused....
Check out the latest episode of The Preview, where we bring you the latest Gen Z insights in 2...
Anna Todd's Wattpad sensation with over a billion reads is now one of the most-talked about movies...
Welcome to our first episode of The Preview, where we bring you the latest Gen Z insights in 2...
People are more isolated than ever—and it’s not because of their phones.
The Planet or Plastic? campaign leaned into the power of storytelling and enabled youth to use...
How Gen Z beauty fans voted with their dollars—and won.
There are brands that teach us it’s never too late for a comeback, and that Gen Z loves a good one.
More than any generation in history, Gen Z is connected, creative, and driven to share their views...
Why a planned influencer stunt went wrong, and how you can avoid the same misstep.
How a discount brand food store found cultural relevance.
While contests have been around forever, brands can modernize them by incorporating elements of...
From #MuslimRomance to mental health awareness, Wattpad stories are breaking new ground in creating...
The glass might be half full, but they still want to fill it.
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Wattpad is home to a community of 90 million mostly Gen Z and Millennials. In order to better...
Ben & Jerry's Canada engaged the LGBTQ+ community on Wattpad during Pride month through a...
Wattpad writer and influencer Tahlie Purvis shares how she started the Free Your Body movement on...
Want to reach Gen Z? Marketers are turning their attention towards the generation of consumers born...
How to win the hearts of Gen Z before your product is in their hands.
In September 2018, the public spotlight shone on Colin Kaepernick once again when Nike made him the...
A chance for brands to reach consumers through engaging content marketing.
A secret path to the heart and minds of your audience.
Stories. They have a way of sticking with...
Behind the powder — fans, drama, and millions of dollars.
Brand Storytelling sat down with Chris Stefanyk, Head of Brand Partnerships at Wattpad, to discuss...
How photo opportunities are a great way to spread your brand through word of mouth marketing.
As there are no hard and fast rules when it comes to working with influencers, every brand has to...
The most powerful acts of corporate activism start within a brand, lasts for the long-term, and...
You can build a much more meaningful relationship with the LGBTQ+ community by finding real members...
With unemployment at an all-time low, Gen Z has chosen to make money independently. Here’s why and...
An exploration into discrimination that affects 19% of the population, and why it matters to...
Mainstream media fails to represent a lot of people, leaving an opportunity for savvy marketers and...
Gen Z doesn’t read like they used to, but they work with words every day.
Marketing Innovator Chris Denson came to Wattpad HQ to share insights from his latest book,...
Gen Z switches content very often. Most people think this is because they have a dwindling...
Chris Denson speaks at Wattpad HQ on how brands can use innovation in their day-to-day thinking.
...
We sat down with local Torontonian, Sarah Hagi, who weighed in on diversity in storytelling. Take a...
This month we doubled-down on all things beauty on Wattpad. Whether it's shopping for beauty or...
How do time, attention and engagement apply to your brand? Marketers can now choose from various...
Want the A-Z on Gen Z? Here are five things you need to know in order to effectively reach this...
A week of tech, film, music, exhibitions and networking comes to an end. Here's the TL;DR recap...
While not all Millennials are the same, it’s helpful for marketers to understand what they have in...
Our community often mirrors what is happening in the world. Here are four things you didn't know...
This month, we're kicking off with giving you the latest and greatest on all things CES. For those...