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

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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July 23, 2019

Meet Gen We, a Socially Conscious Cohort of Gen Z

Thanks to social media, Gen Z has garnered a reputation for vanity that may not be accurate. Although it’s not always obvious, not every member of Gen Z finds themselves tethered to social media. In...

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July 16, 2019

Best UGC of the Year: Extended Case Study on how National Geographic and Wattpad won a Digiday Content Marketing Award

Nine million tons of plastic waste flow into the ocean every year, doing irreparable damage to our world. In order to address this crisis, National Geographic launched a multiyear “Planet or...

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July 15, 2019

The Preview Episode 5: Environmental Activism

While Gen Z is passionate about many social causes, they are particularly concerned for the environment and are turning to stories to voice their activism. For example, we found that reading time on...

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July 3, 2019

The World Is Diverse, and UGC Proves It

UGC campaigns open your company up to more authentic, relatable content.

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June 26, 2019

The Preview Episode 4: Sexual Identity

Gen Z is one of the first generations to collectively challenge sexuality and gender labels and are more fluid in their identities. They are turning to stories on Wattpad to explore themes of...

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June 24, 2019

An insightful interview on how National Geographic's campaign ignited social change

Brand Storytelling sat down with Chris Stefanyk to discuss how National Geographic's Planet or Plastic initiative on Wattpad became an award-winning campaign that engaged Gen Z. 

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June 12, 2019

What’s on Gen Z’s Mind? Stress.

Being constantly attached to the online world may be a stressful thing for many, but for Gen Z it’s just life as they know it. While older generations may find that constantly being attached to the...

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May 24, 2019

JOMO: The Joy of Missing Out- Report

We discovered that 43% of Gen Z are purposely choosing to spend a couple of hours away from social media each day and are embracing JOMO, the Joy of Missing Out. This means they may not see–or...

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May 21, 2019

The Preview Episode 3: Female Empowerment

Our core makeup is Gen Z females, accounting for 76% of our engaged user base. Check out the latest episode of The Preview, where we take a deeper look at themes of female empowerment, including...

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May 15, 2019

Gen Z wants your brand to care about their future. So...does it?

As climate change and political upheaval continue to make headlines and threaten Gen Z's future, social impact becomes increasingly important to this generation. And when they take up social causes,...

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