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

November 27, 2019

The Preview Episode 9: Mental Health and Self-Care

Gen Z is turning to stories as an outlet to destigmatize mental health and discuss self-care. Watch our latest episode of The Preview to learn why these issues are a big deal to this generation. 

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November 25, 2019

A world beyond ‘likes’—the new rules of influencer engagement

Instagram is currently hiding the likes on video and image posts in select countries including Canada as a way to “reduce pressure” and help users “focus on the photos and videos [they] share, not...

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November 19, 2019

Understanding Gen Z, The Socially Conscious Generation

When it comes to forging connections with Gen Z, empathy goes a long way. As a generation that often comes under fire, Gen Z not only wants to be heard by previous generations, they also want to be...

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October 28, 2019

The Preview Episode 8: Gen Z Census

Our Gen Z Census report reveals that Gen Z is a diverse yet widely misunderstood group, with 47% of Gen Z in the U.S. and 52% in Canada saying they don't feel well-represented in marketing. For a...

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October 23, 2019

Making a must-see: The new rules for entertainment marketing

In the age of digital, marketing entertainment to Gen Z has changed dramatically. Jordan Press, Head of Entertainment Partnerships at Wattpad,  sat down to talk entertainment marketing with eOne...

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October 9, 2019

The Gen Z Census: Canada, from Wattpad

In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox. Gen Z— the cohort of Canadians aged 10-24...

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October 9, 2019

The Gen Z Census: U.S., from Wattpad

In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox. Gen Z—the cohort of Americans aged 10-24...

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September 30, 2019

The Preview Episode 7: Side Hustle

A quarter of our Gen Z youth panel told us they want to be self-employed freelancers. The future of work may be disrupted big time as Gen Z are likely to juggle multiple careers that include side...

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September 26, 2019

Gen Z Doesn’t Want Your Marketing. They Want Your Support and Partnership.

Why Gen Z isn't clicking on your Ad: Advertising messages targeting Gen Z must be useful, honest, and well-placed.

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September 18, 2019

The Big Tradeoff - Why Gen Z is trading their data

Recent headlines on stolen data hasn't stopped Gen Z from being willing to share it, as long as they learn more about themselves. But at what cost?

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August 28, 2019

The Preview Episode 6: Influencers

Gen Z can’t remember a time before influencers. Watch this episode of The Preview to learn which influencers are currently top of mind and how influencer culture has shaped their view for their...

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August 27, 2019

The new rules for writing for Gen Z

How to avoid passive-aggressive punctuation and other lessons from an internet linguist.

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Please submit the form below to download The Gen Z Census: Usa report from Wattpad.