Your one stop source for the latest Gen Z trends and insights

Sep 2, 2020

How Gen Z Marries Style and Sustainability

For Gen Z there’s no more crucial a fight than climate change. It consistently tops their list of greatest concerns and according to an Amnesty International survey of under-25s, over 40 percent said...

Read More

Aug 27, 2020

A Day in the Life of Gen Z: Report

Our Gen Z community spends an average of 37 minutes a day on Wattpad. We wanted to know where they were spending the rest of it, so we invited 16 of them to share their days with us for a full week...

Read More

Aug 26, 2020

The Gen Z Show: Positivity during COVID-19

Is it possible to find joy and inspiration during a global pandemic? For Gen Z, the answer is a resounding yes! Amidst the uncertainty of 2020 they have remained hopeful and have sought out ways to...

Read More

Aug 10, 2020

Q3 Trend Report: The Tomboy

While the term ‘tomboy’ has been used for centuries, it has evolved in many forms, championing its way through entertainment and fashion.

Read More

Aug 6, 2020

How Brands can Commit to Amplifying Marginalized Voices

In recent months, the Black Lives Matter movement has gained serious momentum. The tragic murder of George Floyd reignited the pivotal civil rights movement we’ve been witnessing since.   Gen Z has...

Read More

Aug 4, 2020

How the Pandemic Shifted Gen Z’s Perspective

If there exists a list ranking how deeply a crisis inspires people to reexamine their lives, a global pandemic has got to be in the top 5. The effects of COVID-19 and the restrictions it has placed...

Read More

Jul 27, 2020

The Gen Z Show: Black Lives Matter

We tapped into our Gen Z community to ask them the questions we know are on the minds of marketers. Watch Part One of The Gen Z Show video series to learn how they are responding to the Black Lives...

Read More

Jun 23, 2020

How Brands can Tap Into Gen Z's Need for Escapism during COVID-19

Please note that the research referenced in this article was completed in April, prior to the very important conversations round racial inequality coming (again) to the forefront of our society. The...

Read More

May 20, 2020

How Gen Z is navigating their new normal- Report

As soon as the national emergency was declared in the U.S., we tapped into Wattpad’s Gen Z youth panel, Generation Wattpad, to find out how COVID-19 was impacting their lives. We learned their number...

Read More